Singapore?s Inter-Religious Organisation (IRO) has appointed Dentsu Aegis Network's Happy Marketer, a Merkle Company, as its brand?storytelling partner.?Happy Marketer will focus on expanding IRO?s purpose in strengthening religious harmony across all age groups.
The agency will also leverage innovative campaigns to reach out to and engage with Singapore?s youth who play a key role in keeping the spirit of diversity and harmony alive in the island state. According to IRO, Happy Marketer?s track record in non-traditional media and storytelling is expected to aid in spreading the organisation's mission of promoting religious harmony across new media platforms to further engage Singapore?s younger generations.
The year-long engagement has kickstarted with the #YourReligionIn60Seconds campaign, which aims to encourage mutual understanding and acceptance, as well as promote inter-faith dialogue. Since its launch in August, the campaign has garnered positive reactions from Singaporean netizens, who showed curiosity about religious communities in the country, reaching over 98,000 people on Facebook completely organically with no paid media support.
This comes shortly after the Singapore government?proposed changes to the Maintenance of Religious Harmony Act (MRHA) in parliament to keep up with the impact of social media and the Internet. The changes aim to strengthen the government?s ability to safeguard against and respond more effectively to threats to religious harmony.
Teo Kah Min, head of brand storytelling at Happy Marketer, said with the ever-increasing demand for digital content, brands will now have to invest more effort into telling their brand stories through engaging content that resonates with the audience. "We hope to put our digital expertise into helping IRO build their presence online and further communicate the importance of religious harmony in Singapore through data-driven storytelling,? he added.
Happy Marketer also has other cultural and educational organisations in Singapore as clients, including the Singapore Chinese Cultural Association and the Lee Kuan Yew School of Public Policy. The agency also works closely with other local brands, notably SMRT, INCOME, and NTUC Fairprice, among others.