PEOPLE’S ASSOCIATION SINGAPORE
CDC Vouchers Scheme Campaign
BACKGROUND & KEY CHALLENGE
The CDC Vouchers Scheme provides immediate support to Singaporean households by helping defray daily expenses. With vouchers distributed to every household, clear communication and a distinct brand identity were essential for ensuring easy access and usage.
STRATEGIC INSIGHT & SOLUTION
We designed relatable characters representing different races and age groups, set against familiar backdrops like hawker centres and heartland shops. Simple, concise instructions and multilingual messages ensured inclusivity and clarity. Together, these elements created a cohesive, recognisable campaign that resonated with Singaporeans from all walks of life.


CHANNELS USED
Our work encompassed communication with both Singaporean households and Heartland merchants and hawkers, engaging them through various channels.
Digital Video to Merchants
Digital Video to Singaporean Household
Digital and Press Ads, Out-of-home



Social Media and PR



RESULT
As of 2024, the campaign has generated over S$2 million in PR value alone. It was also recognised at the 2022 Marketing Excellence Awards for Excellence in Corporate Social Responsibility.