Client: Agency for Integrated Care
ROLES: Copywriter, production assistant
The SG Ambassador programme is a befriending initiative for the general public to support seniors, but AIC realised that most of its signups were seniors themselves.
We pitched and won a concept that featured real existing volunteers across various demographics, connecting them to audiences by invoking our universal potential to help others in need.
AIC liked the concept so much that the script remained largely unchanged from pitch to final draft.
The abridged version of the ad has garnered over 680,000 views on YouTube.