The Challenge
To secure its future workforce, Singapore’s Built Environment (BE) industry needed a powerful campaign to raise awareness, showcase its technological transformation to inspire existing BE professionals, and encourage both students and young professionals to explore a career in the Built Environment.
Our Solution
To meet this challenge, the Building and Construction Authority (BCA) partnered with SPH Media on a comprehensive, multi-platform campaign designed to reframe the narrative of the BE industry.
At the core of our strategy was "Building Singapore," a five-part, multi-format bilingual video series that brought the industry's innovation to the forefront. By featuring passionate experts from the fields of Design, Construction (Engineering), and Maintenance, we shone a spotlight on the real people and cutting-edge technology shaping Singapore’s environment where we work, live, and play.
These include stories of an architect who partnered with eco experts and builders to create Bird Paradise, how MRT train tunnels are made safely, and the use of drones, robots and AI in facilities management to boost efficiency and safety.
The campaign has five main feature videos in English, adapted to Mandarin videos, accompanied by its digital and print articles on straitstimes.com and Mandarin version on zaobao.com.sg.
To reach distinct audience segments, we developed a tailored, dual-audience amplification strategy. Beyond the articles, the long-form videos were also amplified on The Straits Times’ YouTube, Facebook and Instagram pages to engage established businesses and professionals in the BE sector.
Simultaneously, a supporting Companion Series of short-form videos was rolled out on Instagram and TikTok. This content was specifically designed to capture the attention of a younger demographic — students and young Singaporeans — on the platforms they frequent most.
This integrated approach allowed us to speak directly to future talent in an authentic voice, moving beyond traditional advertising to create inspiring content that revealed the true nature of a career in the Built Environment.
