The National Environment Agency (NEA) is responsible for improving and sustaining a clean and green environment in Singapore. Its role is to fight pollution, maintain public health, and provide meteorological information.
my role
Creative Lead, Conceptualisation, Execution
Upon receiving the brief, it was immediately into the research and ideation process, regardless of campaign. I usually picture concepts and designs in my head before rough sketching and digitalising them.
Keep sg clean campaign
The Keep Singapore Clean Movement (KSCM) is a national call for Singapore to move from being a ‘cleaned city’ to a ‘truly clean city’. The Movement is led by the Public Hygiene Council (PHC), Singapore Kindness Movement (SKM), and is supported by the National Environment Agency (NEA).
To drive awareness of the Keep Singapore Clean Movement and bring the cleanliness challenge to the forefront of the public's consciousness, a series of related activities that incorporate positive messages on social graciousness and consideration for others are held regularly.
My job was to come up with the creative be set up all around parks and residential areas, to encourage Singaporeans to keep our country clean, as well as to inform them of certain days where cleaners would have the day off, leaving the cleanliness of our country in our responsible hands.
The inspiration for the first key visual (left) was me wanting to showcase disposal of rubbish from a different point of view, in this case, the bin's. The initial tagline was "Feed the bin, drop it in", but was changed with the later intention to introduce the SG60 logo into the tagline.
The other key visual (right) was a contrast to the first, mainly in that it uses vectors instead of images to depict cleaning as a team effort instead of an individual's, driving in the whole "our country, our responsibility" mentality.