Beyond the Current Invites Singaporeans to Build a Sustainable Future

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Young stars in the Tribal Worldwide Singapore's spot underline how every Singaporean can shape the nation’s energy future
Beyond the Current Invites Singaporeans to Build a Sustainable Future

In partnership with creative agency Tribal Worldwide Singapore, the Energy Market Authority (EMA) launched a campaign to raise awareness of Singapore’s Energy Story and to invite Singaporeans to do their part for a more sustainable energy future. 

Titled Beyond the Current, the six-month long campaign is part of EMA’s efforts to educate Singaporeans on how we can tackle various energy challenges for Singapore through the four Switches – Solar, Natural Gas, Regional Power Grids and Low-Carbon Alternatives. This is especially crucial in the face of climate change. Apart from prompting Singaporeans to be more energy efficient, EMA also invites Singaporeans to co-create energy solutions for Singapore. They can play a part by providing their views and suggestions on how we can collectively shape Singapore’s energy future together. 

Beyond the Current launches on 22 April with a 80-second introduction video featuring the younger generation asking questions about the energy future and possibilities that Singapore holds. This video sets to prompt audiences into thinking beyond the present energy landscape. 

Singaporeans can also find out more about Singapore’s energy story with the launch of a dedicated Beyond the Current website. A series of educational content will also be featured on EMA’s Facebook and Instagram pages to share the challenges and opportunities that the four Switches and Energy Efficiency bring. 

“Singapore’s energy sector has come a long way over the past 50 years. With climate change, it now faces many new challenges. Beyond that, it also brings about many new opportunities and possibilities that we can tap on from the various technological advancements and evolving energy trends.” said Juliana Chow, corporate communications director at EMA. “We hope to inspire Singaporeans to join the conversation and co-create solutions for our energy future today.” 

Benson Toh, creative director at Tribal Worldwide Singapore, added: “Casting kids in the video not only helps capture the hearts of our target audience but also emphasises that everyone, including younger generations, has a part to play in safeguarding Singapore’s energy future.” 

The campaign follows a recent announcement by the EMA that Singapore achieved its 2020 solar deployment target of 350 megawatt-peak in the first quarter of the year. Set in 2010, the target is equivalent to powering around 60,000 households for a year. 


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Categories: Utilities, Electric

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