TITLE
SAFVC BRAND+RECRUITMENT CAMPAIGN
CLIENT
SINGAPORE ARMED FORCES VOLUNTEER CORPS / MINDEF
SCOPE
• CREST DESIGN
• STRATEGY
• POSITIONING
• INTERVIEWS + WRITEUPS
• ATL / BTL
• SOCIAL MEDIA
• PRE/POST SURVEYS
BRIEF
Raise awareness of SAFVC and what it means to volunteer in the organisation and play our part to defend the country.
STRATEGY
The inspiration came from the simple insight that everyone has different reasons to serve. But they all serve to defend their way of lives.
A first generation PR father wants to bond with his son who will be enlisting. A Singaporean woman who has always aspired to be a military officer sees it as a dream come true. A new Citizen grateful of the opportunity to establish career and home here wants to give back.
Whatever the motivations, they have all stepped forward with one goal in common:
to defend what they value most, and our way of life.
We wanted to narrate genuine heartfelt stories of real volunteers who have stepped forward in the most faithful and sincere way without excessive glamour or fluff.
We captured the environments and way of life they are most comfortable in, with them standing shoulder to shoulder with the very people that inspired and motivated them, to depict why they have chosen to step up to make a difference.
TEAM
SOCIAL MEDIA: SCREAME
PHOTOGRAPHY: APIXELS
