ACMI
Life’s Not Meant to Go It Alone
Because everyone needs someone.
The default in the non-profit space, especially for the migrant community, has always been to use the jarring contrast of their lives to evoke a certain emotion. So much so, there’sa level of blindness to that narrative.
To change behaviour and perspective require a change in the narrative.
And that’s what we did: Set the stage that allows us to see ourselves in migrants, and come to the realisation that we’re not different.
Objective:
To raise awareness and inspire Singapore to take action by donating and by journeying alongside migrants.
Dismantle:
Migrants don’t want pity. They want dignity.
Assemble:
Appeal to people’s common sense in seeing the common struggles and the common need for community.
Spark
Realisation
Create
Relevance
Inspire
Action
More work
Campaign strategy, end-to-end management, brand strategy
Brand building, brand strategy, go-to-market
Product innovation, packaging, and design