Singapore’s BCA picks Addiction Advertising

The agency is tasked with creating the concept and providing creative counsel.

BCA is a statutory board under the Ministry of National Development of the Singapore Government, with a mandate to develop and regulate Singapore's building and construction industry.

The Project BUILD 2016 competition, targeted at young people, seeks to promote better understanding on Universal Design (UD) and its importance shaping a more inclusive and friendly built environment for everyone.

“Our city should be designed to meet the needs of all Singaporeans including the young, the old and persons with disabilities,” said Tan Jwu Yih, acting director of BCA’s Universal Design Department, in a statement.

“Through Project BUILD, we hope that participants can have a better understanding on how inclusive design features in our built environment can make a big difference to people’s lives,” he added.

Addiction Advertising was also responsible for the inaugural competition last year, which encourages students from Secondary schools to Institutes of Higher Learning (IHLs) to use recycled materials to create their own miniature models depicting their ideal inclusive built environment.

Lionel Lim, managing director of Addiction Advertising, said the agency was “grateful” to once again play a role in the campaign.

The island-wide campaign is expected to run in June and across multi-media platforms that include out-of-home, online and social.

Winning entries will be showcased in the Project BUILD Exhibition in November.