2024 Fostering Campaign
As a Junior Art Director at GERMS Digital Pte Ltd
Oversaw the conceptualisation, execution, and production of marketing materials for MSF’s 2024 Fostering campaign, raising awareness of the need for and accessibility of fostering in Singapore.
Art Direction
Graphic Design
Graphic Design
You don’t have to be extraordinary to foster. This simple truth is a hurdle that stands between many Singaporeans and their first step into changing the life of a foster child.
As part of research done into the pain points and concerns of Singaporeans, we uncovered that feelings of insufficiency and inadequacy stand out as the primary bottlenecks for them to embark on their fostering journey.
For the campaign, I had the luxury of interviewing 3 foster couples, and crafted the key visuals to demonstrate how they were, above all, ordinary people — saddled with the same jobs and commitments.
2 sets of messaging were crafted to support the visuals for the campaign, aimed at communicating to our audience that fostering simply asks of couples an open heart and home — tearing down the noble act of fostering from the inaccessible pedestal that impeded couples from making a difference.
To further humanise them, their journeys were shared as testimonials, providing a glimpse into the reality of fostering. Their ordinary occupations were further emphasised as supporting elements, reducing the barrier to entry while keeping the focus on the couples and their journeys.