Ministry of Social and Family Development hires PR agency

The Ministry of Social and Family Development (MSF) has appointed Asia PR Werks as its PR agency, following a tender. The appointment is for one year with an option to extend for another year.

According to Gebiz, there were seven other agencies vying for the account. These include Burson-Marsteller, Publicis Singapore, Ninemer Public Relations, Tactic PR, Voodoo Communications, Craft Communications and Fifth Ring.

Asia PR Werkz is tasked to raise awareness of the Ministry’s Rehabilitation and Protection Group’s work, which include caring for and protecting children and vulnerable adults from abuse, neglect and self-neglect. The agency will also work towards rehabilitating offenders and reintegrating them into the community and supporting them to achieve better outcomes in life. The aim of this is to empower vulnerable individuals and their families to break the cycle of abuse, neglect and offending. As part of the scope of work, the agency will also develop a strategic communications plan and manage media relations.

“We are honoured to be appointed by the Ministry of Social and Family Development to work with their Rehabilitation and Protection Group on raising awareness on social issues relating to Singapore. We are very excited by the appointment and look forward to working closely with the team from MSF," Cho Pei Lin, managing director of Asia PR Werkz said.

In March this year, MSF called a tender for an agency partner to provide content and social media publishing services. This is for its Family Development Group division, according to Gebiz. The appointed agency will conceptualise the production and development of video and editorial content for the ministry’s Spark Connections campaign.