To support Singapore’s ageing population in their quest to live active, accomplished and dynamic lives, the People’s Association rolled out the Merdeka Generation (MG) campaign on social media. The objective: To promote its wide array of classes and courses from physical fitness to cooking and homemaking to arts and crafts.

Our team planned a calendar of Facebook carousels and posts, and produced the content on a monthly basis. Along the way, we adapted this strategy to account for Covid 19 mitigation efforts, turning its physical courses into e-course videos that can be watched from home. Accordingly, we ramped up the social media content with daily course previews and thrice-a-day live online video posts. We also facilitated client’s webinars, and took care of the promotional efforts through email and SMS marketing.