On its own, “foreign investment” sounds cold, abstract, and distant to the everyday person. But for our tiny nation, foreign investment is essential to our growth. 

However, there was a general lack of understanding in what it can mean for Singaporeans. 

Our Approach

To build an emotional connection and improve Singaporeans’ awareness of foreign investments and its benefits, we addressed our audience directly by asking a simple question: “How does foreign investment benefit people like me?”

Our campaign, “Going Global, Thinking Local”, featured human stories of fellow Singaporeans who are making a difference on a global scale with the help and backing from these global companies. By sharing the success of these locals who have benefitted from internationalisation, we allow our audience to recognise the opportunities for themselves too, and ultimaterly humanising “foreign investments”, by bringing it closer to heart.

The Results

The campaign was a huge success, achieving a whopping 150% of our set target of page views and video views. Qualitatively, our audience spent over 28,400 hours – a considerable amount of time just on our news platforms, excluding social media. 

Our stories also resonated well on social media, earning many positive and encouraging comments