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SINGAPORE AQUATICS

Hands Up for Safe Aquatics Campaign

BACKGROUND & KEY CHALLENGE​

Singapore Aquatics sought a nationwide campaign to raise awareness of the types of abuse and harassment that may happen in the sporting environment. The goal was to highlight the challenges athletes may face and educate the community on fostering a safe, supportive sporting environment.

STRATEGIC INSIGHT & SOLUTION​

To build a credible movement, we partnered with familiar faces from the swimming community to amplify our message. With the compelling slogan Hands Up for Safe Aquatics, we aim to inspire a national grassroots movement that champions and educates the public on creating a safe, respectful aquatic sports environment.

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CHANNELS USED​

Social, digital and out-of-home ads were deployed to reach out to Singaporeans.

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Social media ads were designed to drive traffic to a microsite that provides more information​.

An Instagram filter was designed to allow users to amplify the key messages of our movement​.

RESULT​​

The campaign received strong media attention, and within just four weeks of its launch, thousands of Singaporeans had pledged their support to maintain a safe and respectful environment for everyone in aquatic sports.

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