Singapore telco giants Singtel and Starhub have released their annual National Day campaigns that pay tribute to the country’s bicentennial year. Singapore’s National Day falls on August 9 every year.
Singtel’s campaign tells the stories of how national para-swimmer Toh Wei Soong, Theatre Arts scholar and practitioner Shaza Ishak and orthopedic surgeon and medical volunteer Dr Kumaran Rasappan are giving back in their own ways.
The three subjects share in the campaign film about how their desire to give back takes them away from Singapore for long periods, as they help change the world. However, being away from home makes them appreciate Singapore more.
“This year, we pay tribute to Singaporeans who exemplify the Singaporean spirit of giving back – whether it’s speaking up for our differently-abled, our ethnic minorities or helping the less fortunate,” said Lian Pek, the vice president for group strategic communications and brand at Singtel.
“Singapore is known for its progress and punching above its weight but we need to keep including and looking out for those who find themselves on the fringes of society.”
The theme of following one’s dreams while being firmly rooted in the home is also reflected in the campaign film’s song ‘In Return”. It was composed by Ting Si Hao, penned by Marc Nair and performed as a duet by siblings Benjamin Kheng and Narelle Kheng, both members of Singaporean band The Sam Willows.
The campaign was created in-house together with Akanga Film Asia, and directed by K. Rajagopal. It will air on Singtel’s social media and TV channels from now till after National Day.
In addition, there will also be three short films that will be released and features extended interviews with Wei Soong, Shaza and Kumaran.
: 'In Return'
StarHub has also released a music video that highlights the contributions of women who were influential in their own right during the early nation-building days of Singapore.
Similar to Singtel, the campaign is the first of a series of stories. It aims to reflect Singapore’s national pledge that people in the country have opportunities regardless of race, language, religion, gender, class and ability.
The campaign is a remake of the 2002 National Day song ‘We Will Get There’ and features students and teachers from three primary schools.
The three key women portrayed in videos are Elizabeth Choy, a war heroine, politician and teacher, Hajjah Fatimah, who was a philanthropist and a businesswomen in the 1800s and Checha Davies, who was a social worker, women’s rights activist and lecturer.
“The ideas behind this year’s ‘Our Singapore’ theme resonate strongly with us, that we too can be the change we want to be and build Singapore for the generations of tomorrow, today," said Mei Cheong, the vice president of brand and marketing Communications at StarHub.
"Together, let us be pioneers of the more inclusive, caring and generous future we want to see.”
The campaign was created by BLK J and will run on all of StarHub’s social media platforms and TV channels, as well as in cinemas.
: 'We Will Get There'