Supported Singapore’s national sustainability initiative by improving brand consistency and clarity across digital touchpoints to drive public and business engagement.
Challenge: In 2023, MSE transformed Climate Action Week into Go Green SG—a month-long nationwide movement engaging 150+ partners and 300+ activities across citizens, organizations, schools, and public sector.
Our core issue was finding a way to communicate a complex, multi-partner initiative clearly and consistently, ensuring audiences recognized Go Green SG as a unified national movement and could easily find participation information.
Approach: As copywriter at Splash Productions, contributed to:
- Revitalizing brand identity across website, advertising, and campaign materials
- Centralizing information on Isomer (GovTech’s platform) for improved accessibility
- Refining messaging to engage both public and business audiences
- Ensuring consistency across all digital touchpoints for better recognition
Impact:
- ~20,000 individuals engaged
- 270,000 students/employees from 500+ institutions participated in Green Nation Pledge
- 100% of Government agencies took the pledge
- 3 in 5 survey respondents found materials appealing and were motivated to learn more
Note: Figures reflect MSE-reported national campaign outcomes, not attributable to individual contributors.
Context: Go Green SG is a nationwide sustainability movement led by MSE, part of Singapore’s Green Nation and Forward Singapore initiatives, launched June 2023.
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