The Brief
While other tertiary institutions focus on helping students find individual success, Singapore University of Social Sciences (SUSS) believes in empowering its students to use their talents #ForTheGreaterGood. Such as helping to solve an ageing population, excess waste or gender inequality. We needed an Instastories-centric campaign to build awareness about this, targeting both students straight out of college or polytechnics, as well older working professionals.
The Solution
The first topic we had to use was an ageing population. It was rather dry. To provoke quick reflection on the topic, while making it personally relevant and urgent to the masses, we did a short and candid street poll capturing 100% authentic (non-scripted) responses to the topic. We then brought these responses to life in post-production using emojis, before introducing its deeper implications and how #ForTheGreaterGood plays a part.
1. Teaser
2. Shocking Fact (the hook), quickly followed by a video
2a. 15s Video—'What If You Had Eternal Youth?'
2b. 15s Video—'What Should A Good Retirement Village Have?'
2c. 45s Video—Quick poll! #ForTheGreaterGood
3. A series of interactive sustenance posts debunking ageing myths and overturning elderly stereotypes
4. Ending on a hopeful note
5. At every step, users were directed to a landing page explaining #ForTheGreaterGood, what SUSS is doing for the ageing population in Singapore, and how you can make an impact too.
Agency: DDB Singapore
Creative Director: Joel Chin
Junior Art Director: Brandon Sim
Senior Copywriter: Tay Huizhen
Video Director: Josiah Ng / Telling Stories
