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MINDEF appoints PR partner for Total Defence 2016


The Ministry of Defence (MINDEF) has appointed Asia PR Werkz for the management of public relations and Online Engagement for Total Defence 2016.

Total Defence 2016 is a campaign organised to raise Singaporeans’ awareness of Total Defence and encourage them to play a part in making Singapore strong and secure. Asia PR Werkz will be developing and executing an integrated communication strategy that includes media management and will oversee the campaign’s online engagement effort. Creative agency formul8 is working with Asia PR Werkz to develop the visual identify for the campaign and designing and production of campaign collaterals.

Total Defence 2016 aims to reaffirm everyone for their contributions towards Total Defence, which in turn, is crucial in keeping Singapore safe and strong.  As part of the efforts, there will be a Total Defence 2016 Exhibition which will feature the inspiring stories of people who have contributed in their own ways towards Total Defence.

The campaign will also be refreshing the Total Defence song which was created back in 1984. A music video produced by the Asia PR Werkz team will be released as part of the campaign.

The project is led by Cho Pei Lin, managing director, Asia PR Werkz. The online engagement effort is led by Sharon Koh, director, Asia PR Werkz.

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