Singapore CEL hands 360-degree account to consortium led by TBWA

The consortium comprises creative agency TBWA\Singapore, independent digital agency Convertium, Group M agency MEC and public relations agency TPR. The pitch for the account began in the second quarter, involving local and international agencies.

Agencies involved in the pitch and the incumbent on the account were not made known.

Conceived by the Ministry of Community Development, Youth and Sports (MCYS) in 2008, CEL serves as a national support network to assist persons needing care and their caregivers.

It is a first-stop centre for recipients of eldercare and disability services and their caregivers, building an inclusive society where people needing care have access and opportunities to live life with dignity.

“We are glad to have TBWA\Singapore and the consortium on board to partner us in achieving our public education objectives and to raise awareness for the work CEL does in helping persons needing care to live enabled lives,” Henry Quake, chief executive of CEL, said.

The consortium will launch an integrated campaign, which includes digital, PR, media, above-the-line and television advertising, to help the centre in achieving the goal of shaping public perception of people with disabilities and frail elderly.

A second, more direct campaign will promote awareness of CEL’s new one-stop service hub, which is slated to open in the fourth quarter, through print, PR and out-of-home advertising.

Both phases will be launched in Singapore during the last quarter this year for a period between three and six months, Lou Dela Pena, general manager of TBWA\Singapore, told Campaign Asia-Pacific.

“It is such a unique opportunity to work on a cause that touches all of us here at TBWA,” Dela Pena said. “The biggest challenge from the brief is about shaping the public's perception about persons needing care – changing the current perception that they are unable to help themselves nor lead independent and enriching lives.”