SINGAPORE – COVID-19 has adversely affected the lives of many, but as a group, no one in Singapore has been as badly hit as migrant workers. Unable to work and trapped in dorms, they face significant health (both physical and psychological) and financial challenges.
To help generate support for migrant workers, BBH Singapore has launched a campaign that seeks to remind Singaporeans of their plight and the integral role they have played in building Singapore. The campaign is timed to launch for National Day.
The film taps into one of the most well-loved National Day songs, Home, to encourage people to think about the contribution of migrant workers. Through a series of projections and portraits, the video shines a light on the many migrant workers who work behind the scenes to shape Singapore’s neighbourhoods and communities.
Launched in partnership with ItsRainingRaincoats, the campaign is designed to raise funds for migrant workers that will be channelled to them via the Ray of Hope Initiative, a member of the National Council of Social Services. ItsRainingRaincoats is an organisation that has been actively working to improve the lives of migrant workers for the past five years. The donations will allow the organisation to arrange for the delivery of food, dry goods, data card top ups and other essential items for migrant workers. 100% of the proceeds will directly benefit the workers.
Produced in partnership with Freeflow Productions, and Fuse Adventures in Audio, the film titled “#ThankYouForOurHome” features a rendition of the song ‘Home’ sung by Aarika Lee. The film will be supported by a host of influencers and celebrities who alongside BBH, Freeflow, Fuse and Aarika have worked pro bono.
Commenting on the initiative, Janson Choo, Group Creative Director of BBH Singapore, said: “As we celebrate 55 years of success, there is a group of people living amongst us who are often forgotten – the migrant workers. They literally help build our country. So while we celebrate everything about our ‘Home’, we hope Singaporeans can join us and donate to thank them for helping build our homes.”
The campaign will be launched on 6th August and will continue until the end of the National Day weekend.
Ray of Hope site – ItsRainingRaincoats.com/OurHome