Project Lionheart shares stories of inspiring Singaporeans through 15 exhibitions, five art installations, five films, three original songs, five murals, and an original theater play. Our goal is to create a reflective canvas for the community to acknowledge the endeavours of our people through the most challenging crisis of our time. The project launched on 29th September 2022 with the finale on 11th January 2023.
For Your Courage was a powerful photo and video series commissioned by the Ministry of Culture, Community & Youth to celebrate the bravery and dedication of Singapore’s frontliners. The series told the stories of 50 individuals across various industries, shining a light on their vital contributions in keeping our nation going during the pandemic. With nearly half a million views, For Your Courage resonated with many Singaporeans, inspiring them to show their appreciation and support for our frontliners.
The Courage From the Ground Up digital video series was created to shine the spotlight on local ground-up initiatives that have been doing good work in grassroots and communities during the COVID-19 pandemic. The six-part series covered a variety of causes, ranging from support for migrant workers to technology solutions for vulnerable communities. Through our series, we not only highlighted the outstanding work that these organisations are doing, but also helped to increase their visibility and encourage more Singaporeans to get behind these initiatives.
Carousell’s #TrashToTreasure campaign aimed to transform perceptions of disused junk and prioritise sustainability through repair. The campaign featured a five-part video series that explored different aspects of repair, from upcycling to furniture restoration. Hosted on Carousell’s social platforms, the series reached 5 million viewers, generating over 290,000 views. This successful campaign earned the Drum Awards for Digital Advertising APAC 2022.
In What We Give was an online video series that aimed to provide a deeper understanding of charities and some of the misconceptions they face, and inspire viewers to support their causes. The series included a documentary that took viewers behind the scenes of a fundraiser for Daughters of Tomorrow, showcasing the challenges and triumphs of organising a golf charity event. It also featured video interviews with various other charities, providing valuable insights into their missions and impact. The series successfully reached over 700,000 viewers, and garnered positive sentiments from the public.
Hello Love was an initiative by the Prime Minister’s Office that aimed to encourage Singaporeans to prioritise dating and marriage and be proactive in charting their love life. As part of this movement, we developed a series of videos that encourage Singaporeans to reevaluate their priorities in life and to focus on building families and meaningful relationships. These videos sparked conversations around the topic and were well-received by the public.
Home But Not Alone was an initiative launched at the height of the COVID-19 pandemic. We recognised the need to show support and appreciation for the frontliners who were tirelessly battling the pandemic and keeping Singapore moving. Through our initiative, we rallied Singaporeans to display their national flags outside their homes from May until National Day. We leveraged the power of social media by partnering with influencers and creating a series of engaging videos to generate buzz and awareness for our cause. This initiative earned us the COVID Resilience Medal – a testament to our unwavering commitment to building a stronger and more united community, even in the face of unprecedented challenges.
The Eraser Cup was a unique and fun-filled tabletop challenge that sought to recreate the nostalgic experience of childhood eraser games. Our aim was to build a stronger national identity and foster a sense of bonding among people of all ages through the power of games. We launched the Eraser Cup at the Big Family Day Out event and subsequently at other notable events like the Shine Youth Festival, Great Singapore Replay, and Global Leadership Link. We also brought the challenge to various schools, where it was received with great enthusiasm.
The Project Lapis Sagu campaign by the Ministry of Communications and Information aimed to broaden the understanding of challenges faced by social integration in Singapore. Our proposed solutions – which included an original comic book and a series of videos – were designed to showcase the challenges faced by foreigners, and create awareness among the public about the importance of accepting and embracing cultural diversity.
Check out the comic book here.
We Are Majulah participated in an initiative powered by Samsung to collect 60,000 signatures so that Samsung would donate $100,000 to 5 eldercare charities.