ASIA-PACIFIC – SINGAPORE, JANUARY 9 2012: Lowe Singapore, Initiative and Asia PR Werkz have been appointed by the Office of Public Guardian, MCYS to handle creative and media duties for a social campaign on the Mental Capacity Act.
The selection process involved multiple advertising, media and PR agencies in a competitive bidding process, at the end of which, this consortium led by Lowe Singapore, was awarded the business.
Lowe will handle the strategic planning and creative duties, Initiative will be responsible for strategic media planning and buying and Asia PR Werkz will drive PR and community outreach.
The campaign will aim to educate Singaporeans about the Mental Capacity Act (MCA), as well as how to act upon MCA via Lasting Power of Attorney (LPA) rights. Unsure of what the future may hold, it’s important for Singaporeans to be prepared while they still possess mental capacity, so that their interests can be protected. The cornerstone of MCA is the LPA legal document, which appoints one or several persons to serve as proxy decision maker(s) if MCA is evoked.
Speaking of the win, Srija Chatterjee, Business Director, Lowe Singapore said, “It was an interesting challenge given to us during the pitch, to find ways to persuade Singaporeans to act upon an eventuality, they normally tend to wish-away. We are excited about the opportunity to deliver, along with our partners, another populist creative idea that can make a difference to this objective."
