We See You Care

Client: AIC | 2023 | Role: Creative Director

49% of caregivers in Singapore do not identify themselves as such.

Speaking about caregiving isn’t normalised in Singapore either.

The end result is that although caregiving is present everywhere in society, it is seen as a duty or responsibility one must bear alone. The Agency of Integrated Care (AIC), provides grants and assistance to all such unseen caregivers. Our task was to make sure the caregivers were seen and that they saw our support.

Singapore’s Minister of Health first sat down for a chat with an unseen caregiver.

Then with the help of influencers,

we brought more stories to the fore.

And our films empathised with unseen caregivers,
leading to the campaign being widely celebrated.

Most importantly, the topic of caregiving has

been in the news across Singapore.

KFC #SorryNotSorry

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