COVID-19 survivors in Singapore have been given the opportunity to share their stories, experiences and most importantly, share their appreciation for the medical staff and other frontliners who cared for them.
In a time where case numbers have become the centre of attention in Singapore, this anonymous initiative by BBDO Singapore with OMD set out to put faces, and voices to those numbers, and take it beyond just statistics.
Titled #BeyondTheCase, this initiative portrayed a series of posters of the photographed survivors, accompanied by their personal testimony, and heartfelt messages of gratitude. The posters aim to show appreciation, and inspire and encourage healthcare workers and hospital staff around Singapore during this difficult time. Some of the posters mention the heroic ambulance drivers, nurses, doctors, and even housekeeping staff who directly impacted survivors.
In order to maintain safe distancing measures, BBDO Singapore partnered with Belgian photographer Jef Boes to conduct the ‘photoshoot’. He shot each survivor through FaceTime on his iPad. BBDO Singapore worked with EG+ to create the final artwork.
The posters were then launched in tandem with the end of the Circuit Breaker, and entry into Phase 1, as activities resume safely and the public return to take to the streets to witness these stories.
In order for these messages of gratitude to reach frontliners in the community, it was vital that the posters were located near hospitals. So, OMD solicited over 300 media spaces from Clear Channel Singapore and placed the posters at bus and taxi shelters specifically situated near hospitals around Singapore.