Sentosa wants more residents in Singapore to take a break from their daily routines and spend time on the man-made island.
It has launched a campaign called ‘Make Time’, and created by BBH, that highlights the importance of making time for oneself and their family and friends.
The idea for the campaign is based on a survey commissioned by the island owner, Sentosa Development Corporation (SDC), which found that 57% of Singapore residents feel stuck in a daily routine they are unable to get out of.
Half the respondents were stressed by the thought of just doing nothing, with three in 10 saying that they did not know how to relax. In addition, 74% wished they could spend more time with their families and loved ones.
The film for the campaign shows a typical Singaporean family living a fast pace which ultimately results in them suffering from burnout.
SDC hopes the film will encourage more conversations between Singaporeans so that they strive to have a proper work-life balance.
“Indeed, from the research, it is clear that Singaporeans yearn to break free from their stressful routines and spend quality time with their loved ones. Yet, it is important to note that such breaks need not require long hiatuses from our jobs. Sentosa is the perfect place for Singaporeans to visit to hit the pause button,” said Lynette Ang, the chief marketing officer of SDC.
“With a plethora of unique experiences, the island is a perfect place for everyone to make time, for the all-important break, for oneself or with loved ones. Stroll along the shoreline at our golden beaches, enjoy a meal at more than 100 dining outlets, or seek out the thrills at the many themed attractions. We have to make time for what truly matters.”
“It’s time to pause and ask ourselves, what will we make time for?”
The campaign is targeted at working adults and parents in Singapore and aside from the film, there will be an out-of-home (OOH) execution in the form of a billboard along the AYE expressway asking commuters: “Do you believe in life after work?”