2025 (6 Weeks) — UI Design
Supervised by Wil-kie Tan
Figma Design, Adobe Premiere Pro, Adobe Photoshop, Google Gemini, OpenAI Sora
“Our Safety” is a conceptual bold public awareness campaign addressing rising heatstroke risks faced by migrant workers in Singapore. We developed a two-tier strategy: a citywide campaign to shift public stigma, and direct outreach empowering workers with knowledge of heat stress, rights, and reporting avenues. Using striking visuals, QR codes, and multilingual resources, the campaign reframes rest as a right, not a weakness—urging collective responsibility for those who build our city.
Our Safety
26th May, 2025 — Integrated Marketing Campaign
Client: Workplace Safety and Health Council (Singapore)
The Team
- Justin Park — Creative Marketing Director
- Daniel Ha — Production Director
- Sophie Holloway — Financial Officer
- Amal Alsulami — Logistic Marketing Director
Scope
Brand Strategy, OOH Advertising, Financial Modelling, Stakeholder Management, Civic Engagement.
01. The Context
Why Migrant Workers? Why Now.
Singapore is home to over 1.4 million migrant workers, with 400,000 in construction working outdoors. Most are on 2-year permits, facing life-threatening heat stress worsened by stigma, fear, and systemic neglect.
The Media Landscape: With headlines like “Heat stress could sap $1.7 billion a year from Singapore economy” (Straits Times) and “A matter of life and death” (CNN), this is no longer just a worker issue—it’s a national concern.
The Narrative Hook: Raj’s Story
It was mid-afternoon on a sweltering Saturday. Temperatures reached 34°C. Raj, a 32-year-old labourer, started feeling dizzy but continued hauling concrete bags.
“My head was spinning. My legs gave way… The heat scares me, but I have no choice. I must support my family.”
Raj fears repercussions from his company for speaking up. As of 2020, 34 workers have died in work-related incidents, with two directly linked to heatstroke.
02. The Strategy
Vision Statement
A future where migrant workers are respected, protected, and empowered. Where rest is treated as a right, not a weakness.
Existing Solutions
Generic Safety Posters
Focused on liability. Often ignored.
Our Value Proposition
Social Permission to Rest
Destigmatisation, Civic Engagement, and a Sustainable Enforcement Loop.
The cultural power to trigger enforcement through reporting.
75% of the construction workforce bearing the heat.
03. The Execution
Dual-Impact Campaign
We can’t give agency without shifting perception. “Our Safety” operates on two tiers.
Tier 1: Public Visibility
Mass media campaign designed to destigmatise rest.
Slogans: “Heat Exhaustion Is Preventable. They Don’t Have To Suffer.”
Tier 2: Dormitory Outreach
One dormitory per fortnight. Delivering culturally relevant education and resources like DBS Energy Drink Coupons and cooling fans.
04. Marketing Strategy
The Ripple Effect
Consumer Lifetime Value (CLV): One person can trigger a ripple of enforcement.
1 Engaged Person → Shares Video → Reports Unsafe Site → Leads to Enforcement → Systemic Change.
Campaign Roadmap
Campaign Launch. Awareness and Foundation (Public Media).
Roll-out 2. Saturation Push & Suburban Expansion.
Expansion & Scale-Up. Sustainable funding via enforcement penalties.
05. The Impact Model
Financial Feasibility
Total Budget: $110,000 SGD.
Funded by WSH Council (60%), MOM (14%), DBS (13%), and Tote Board (13%).
Budget Allocation
- Tier 1 Marketing $66,000
- Tier 2 Outreach $44,000
- Includes Billboards ($20k), Merchandise ($14.5k), Agency Fees ($15k).
ROI & Circular Economy
In 2024, Singapore collected $3.4M in fines. A 10% uplift in reporting returns $210,000 to the fund.
For every $1 spent, ~$2.50 is returned.
Positioning: “Our Safety” is unique in combining Public Focus with Emotional Engagement, unlike service-oriented competitors like MWC.
The Cost of Inaction
On days above 32°C, migrant workers lose up to $20.17 SGD per day (~25% of income).
The strength of a nation lies in how it treats those who build it.
Our Safety
Your Labour, Your Rights. Our Responsibility.
OurSafety.sg/Work
