Cannes Lions

REPUBLIC OF SINGAPORE NAVY

Y&R, Singapore / REPUBLIC OF SINGAPORE NAVY / 2012

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Overview

Entries

Credits

OVERVIEW

Execution

Sea of Support is a digital platform that connects Singaporeans to real life naval personnel who were protecting one of the most pirate-infested waters in the world: the Gulf of Aden. It not only gave family members of the crew a whole new way to connect with their loved ones, but it also gave Singaporeans as a whole a way to show their support, encouragement and thanks to the naval personnel who were keeping sea trade safe and free.

Outcome

In just 2 weeks, Sea of Support received 439 messages of support, 9,443 visits, 43,940 impressions on Facebook and commendations from the Chief of Navy, Minister of Defence, as well as the Prime Minister himself.Most importantly, Sea of Support instilled a sense of pride and patriotism within the average Singaporean for the Republic of Singapore Navy. It encouraged them to get involved with the Navy's mission, by providing support and inspiration to the Navy personnel. And it showed Singaporeans that the Navy was more than a coastguard; it was a force for good well beyond our horizons.

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