April Brief


Judge:

Melvyn Lim, Executive Creative Director OgilvyOne Singapore

Released:

April 1, 2013

Submission Deadline:

April 30, 2013

 


Brief: Make More Babies, Please

Singapore has been grappling with the issue of low birth rates for many years now. This, coupled with the increase in the elderly population, we are now facing one of the biggest challenges to economic growth and sustainability.

This is a complex issue which plagues not only Singapore but also matured economies globally. We may not be able to do anything to prevent the rapidly aging population but what we can do is to encourage higher birth rates.

Many married couples are not having kids or are not having enough because of a myriad of reasons such as the high cost of living, burden of supporting the elderly and career-first mindsets. What can we do to change their perceptions?

Your brief: Encourage Singapore, Asia or even the World to make more babies.

Choice of Media: A poster, a social movement, a music video on the merits of having babies etc

Media coverage of this issue:

http://nyti.ms/Vfhm6k
http://bbc.in/anml3K
http://bit.ly/YL8on2


Good Luck! 


About Melvyn Lim

Melvyn is the ECD of OgilvyOne Singapore whose clients include Google, Nestle, IHG, SingTel and the Singapore Economic Development Board, to name a few. His works have won accolades at effectiveness and creative award shows including The FWA, Cannes Lions, Clio, Effie, One Show, Spikes and the Webby of which he is also a permanent judge. He contributes to the industry by speaking at various conferences and client workshops and most recently, he was a part of the Design Society Singapore where he curated the 100 Icons exhibition, a documentation of Singapore's modern design history.

Melvyn spends most of his time trawling the web for new technology, gadgets and music. His other life essential is the Zombie Survival Guide by Max Brooks because he believes the world could one day face an apocalyptic zombie attack.