People's Association picks ZOO Group Singapore for Active Ageing campaign

People's Association has picked ZOO Group Singapore to take on creative duties for the Active Ageing campaign. The campaign focuses on community efforts to empower seniors locally to stay physically, mentally and socially active. This follows a closed door pitch held last month with no incumbent to the account.

The appointment for six months will see the agency responsible for encouraging these seniors to take charge of their own health, and participate in the myriad of programmes and activities held by Community Clubs, Residents' Committees, and Neighbourhood Committees.

In addition, ZOO Group Singapore will be responsible for communications through various touch-points such as print, digital, and other related collaterals. Currently, creative and strategy work is well underway while the campaign roll out is still in the process of being finalised.

According to a statement, ZOO was chosen as it was aligned with the client "from the get-go strategically". The spokesperson also added that the agency had a "very clear understanding of the brief", and what needed to be done to reach the objectives.