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In line with Singapore’s continuous efforts to sensitise, train and mobilise the community in the event of a terrorist attack, Wunderman Thompson Singapore has worked with the Ministry of Home Affairs on the latest SGSecure campaign, “What’s your role?”, to educate the public about what they can do, as well as empower them to play their parts to help keep Singapore safe.

Launched at the SGSecure Community Conference on 28 July 2023, the new campaign features everyday people and demonstrates how they play their roles simply by tapping on their personalities and innate strengths they already have. These include the ability to bring people together in both peacetime and in times of crisis, the eagle-eyed to spot fake news, the strength to stay calm in emergencies, and even the courage and heart to support those at risk of radicalisation.

In “What’s your role?”, Wunderman Thompson Singapore portrayed positivity and the hopeful spirit of togetherness in emergencies. And the result was a cinematic film and visually-arresting posters to kick-start the next phase in the fight against terrorism.

Nimesh Desai, chief executive officer at Wunderman Thompson Singapore explained the importance of the campaign: “Despite being one of the safest countries with a well-established system, we recognise that people living in Singapore cannot take anything for granted. Hence, the premise of the campaign – we all have a part to play.”

Gerald Chue, group creative director, Wunderman Thompson Singapore added, “We wanted to step away from the usual doom and gloom that instils fear, and inspire Singaporeans to rise up instead, by using their own skills to keep our home safe and secure.”