The SAF Volunteer Corps was launched in 2015, but Singaporeans knew little to nothing about what the scheme entailed.

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We developed a campaign to rally Singaporeans to show their support for National Defence, either by volunteering themselves, or by encouraging their friends and family to do so.

 

To dispel concerns on what to expect when they sign up, video content was crafted to answer the needs of potential volunteers.

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We launched a three-part video series to help the public understand the recruitment and training process, as well as to highlight the motivations behind the first batch of volunteers. 

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Agency: Atomz

Directors: Lily Chia, Chew LH

CD: Albert Lee

Copy: Cassie Sim