NAC picks creative partner and launches arts awareness campaign

The National Arts Council (NAC) has launched a "A World Filled with the Arts" campaign in a bid to raise awareness about the important role the arts play in one's daily lives. It has also picked Always Marketing Singapore as its creative partner.

In collaboration with Always Marketing Singapore, this campaign will run until the end of 2018 and has kicked off by asking members of the public to imagine a world without the arts through social and out-of-home efforts. As part of the campaign, a microsite was also launched to complement both offline activation and online efforts. The offline activation allows the general public to get up close and personal with the arts by immersing themselves in a unique VR experience, which allows them to add colour to three local landmarks of artistic importance.

Theatre practitioner and co-artistic director of Pangdemonium, Adrian Pang was roped in to champion the arts in a lighthearted video, which is the precursor to a series of videos featuring other arts advocates. To sustain the current efforts, there will also be an upcoming social movement to amplify how the arts play an "often invisible yet enriching" role in the lives of Singaporeans while continuing to engage the public and drive giving to the arts, NAC said.

First launched in January, the campaign has gathered over SG$200,000 in individual giving to fundraising campaigns by arts organisations.

“Always remains fully committed to producing outstanding creative work that also activates our audience. Through thoughtful and interesting engagements, we inspire them to take action and become advocates. We will continue to support government initiatives that are close to our heart, and this is evident in the number of projects we have won over the past two years," Anand Kumarb, managing director of Always Marketing Singapore, said.