Ministry of Culture, Community & Youth
Big Voice, Big Heart. Singapore's Loudest Auntie.
Big Voice, Big Heart. Singapore's Loudest Auntie.
Background
Launched in 2019, SG Together is a movement for Singaporeans to partner with the government, and with one another, to shape Singapore's shared future together. Under the SG Together movement, 31 Alliances for Action (AfA) have been created so far. The alliances bring together people from the community, and private and public sectors to work together on solutions to social and economic issues. The brief was to increase awareness and raise interest amongst citizens to join one of the 31 Alliances for Action.
Strategy
Singaporeans love to complain, regardless of the situation. In fact, it has become part of the local culture and every day life to complain and make noise. We wanted to flip this unique culture on its head and prove to Singaporeans that they could go beyond complaining, to making actual change about the things they don't quite agree with.
Creative
We introduced Singapore’s biggest complain queen - a typical Singaporean middle-age auntie who complains incessantly. She moans about how people are dirtying her neighbourhood park. She complains about her office and how there is no work-life balance. Basically, she talks the ears off people who make the mistake of listening to her. But if you know her, truly understand her, you’ll find that she is someone who cares. Someone who passionately believes in helping others and making the world a better place.
