Spark The Next
The revolution that gave our youths the power to create Singapore’s tomorrow.
Awards | MARKies 2020
GOLD, Most Creative – TV/Video Advertising
BRONZE, Most Creative – Communications/PR
BRONZE, Most Creative – Out-of-Home
While most countries plan for the future, these plans are usually a mish-mash of what older generations
think is best for the ‘youngins.
Thankfully, the Ministry of Culture, Community and Youth decided to get real voices that matter, at the table. And not just a handful, but the whole nation’s millennial and Gen-Z population.
Over two years and three phases, we rallied Singapore’s youth to Spark The Next.
Drop the beat
The campaign kicked off with a rousing brand film, featuring familiar young faces lighting up the trail for more in store
and calling on their fellow youths to get tuned in.
But we didn’t want to just assume what change youths wanted. They needed the outlet to tell us what that change is.
Tell us what you really really want
So, we grabbed every opportunity to get their opinions online and on-ground.
MRT platform ads were converted into ‘poll stations’ directing youths online
to tell us what themes and values for change they wanted.
Interactive polls were also blasted on IG Stories and we linked youths up
with campaign panellists and influencers to chat about Spark The Next.
This collectively drove youths down to our on-ground experiences, workshops and events, driving advocacy island-wide.
From these initiatives, we were able to identify the Top 5 areas where youths wanted change:
Progress, Sustainability, Confidence, Inclusiveness & Care.
We will follow you, follow you wherever you may go
Next, we took over youth home-grounds and established spaces for them to learn more about each theme
and submit their own ideas for change.
In 13 institutes of higher learning, we invited youths to rub shoulders with their favourite local personalities over bubble tea,
while swapping thoughts and sharing ideas on the Top 5 themes.
We hijacked malls with interactive art installations that got youths involved hands-on to learn more about each theme
through touch, sight, and sound, motivating them to take on active roles in living the change they wanted to see.
Walking up to a row of blank canvases, youths shined smartphone flashlights on each canvas to reveal peer portraits and stories of their unseen struggles like mental health conditions, motivating youths to reach out and help those around them.