MICA brings National Pledge to life in Singapore

The Singapore National Pledge is an oath of allegiance to the country.

Developed by DDB and Tribal DDB Singapore, the campaign is based on the idea of bringing the pledge to life. It aims to engage Singaporeans to reflect on what the pledge means to them. 

Starting 7 July, five 7.5-foot installations that reflect lines from the pledge are being displayed at various locations in Singapore's central business district, including Raffles Place Park, Marina Bay – Mist Walk, Event Plaza @ Marina Bay Sands, School of the Arts and The Esplanade.

The campaign includes a contest asking participants to spot and upload photos of any of the five pledge installations around Singapore. Alongside each line, a giant 'like' button has been installed, allowing the public to indicate which is their favourite. 

Singaporeans are also encouraged to share their thoughts about the nation and pledge via Twitter and Instagram with the hashtag #PledgeSG. Conversations and photo uploads will be updated live on the official microsite.

The structures will be moved to the Marina Bay area from 4 to 12 August in time for National Day 2012.

In the five days since its launch, the campaign has already received more than 60,000 ‘likes’ on the ground and online.