Lowe Singapore, Initiative and Asia PR Werkz have been appointed by the Office of Public Guardian, MCYS to handle creative and media duties for a social campaign to create awareness of the Lasting Power of Attorney (LAP).
The selection process involved multiple advertising, media and PR agencies in a competitive bidding process, at the end of which, this consortium led by Lowe Singapore, was awarded the business.
Lowe will handle the strategic planning and creative duties, Initiative will be responsible for strategic media planning and buying and Asia PR Werkz will drive PR and community outreach.
The campaign will aim to educate Singaporeans about the benefits of pre-planning by making an LPA, with an aim to protect people’s dignity, autonomy and choices.
Under the new Mental Capacity Act, an adult Singaprean can, by making an LPA, appoint one or several persons to act as proxy decision maker(s) for him should he lose mental capacity.
Speaking of the win, Srija Chatterjee, business director – Lowe Singapore said: “It was an interesting challenge given to us during the pitch, to find ways to persuade Singaporeans to plan ahead for any unfortunate and often unexpected situation of not being able to make their own decisions because of diminished mental capacity. We are excited about partnering MCYS in this key social cause and the opportunity to deliver, alongwith our partners, another populist creative idea that can make a difference”
Pat Lim, managing director, Initiative Singapore, said: “We are honoured to have been chosen for this campaign which raises difficult but compelling questions for Singaporeans. The creative and media teams have been working very hard to find the right way to create awareness for this topic which is relevant to all Singaporeans.”
Cho Pei Lin, managing director, Asia PR Werkz, added: “It is an honour for us to continue the communication journey of the Lasting Power of Attorney so that more will understand the urgent need to make this informed decision for themselves. We are proud to be working with Lowe and Initiative to deliver a successful campaign for the Office of the Public Guardian.”
