MCI launches campaign for Pioneer generation

The Ministry of Communications and Information Singapore (MCI) was tasked to convey the policies included in the Pioneer Generation Package (PGP), an initiative introduced by the Singapore government to honour and thank the pioneers for their hard work and dedication that contributed to Singapore’s success to this day.

The PGP includes comprehensive healthcare coverage and subsidies supporting around 450,000 Singaporeans. In showcasing these benefits from a narrative perspective, the MCI appointed Tribal Worldwide Singapore as the lead agency this year to continue to drive the initiative. Earlier, the agency also bagged SG50 duties for the MCCY.

In conjunction with the Lunar New Year festive season, Tribal Worldwide worked with a team of pioneer generation copywriters to craft a story drawn and inspired from their real experiences.

The spot was filmed by Singapore’s homegrown director Eric Khoo, featuring Li Ying Zhu, a pioneer generation herself. The 'Reunion Dinner'  TV spot will run through to end of the month of February, while other PGP outreach activities will continue until the end of the year.


Paul Tan, one of the pioneer copywriters said: "Like all pioneers, I worry about falling ill and rising medical costs too. That's why the Mandarin TV commercial highlights the importance of the medical subsidies, the concern and care within a family, as well as the beauty of strong family ties.”

Ying Zhu also added, “Medical bills pose a heavy burden for those pioneers with little or no income. So the Pioneer Generation Package is really helpful to relief us of the financial burden of healthcare.”

Karen Tan, senior director, public communications of MCI said, “There is a need to sustain publicity and leverage on a wider range of communications platforms such as dramas, roadshows and outdoor medium. More importantly, reach out to them in the way they prefer and in a manner they could relate to.”

Jeff Cheong, president of Tribal Worldwide Asia / Singapore added, “The nationwide activation requires a strong and experienced team that understands what resonates with our audience. Our research and roadshow interactions with the pioneers and caregivers tell us that they understand how the PGP works especially when it’s entertaining.”