Power of Care

Care has been misunderstood, mistaken, and underestimated.
It is seen as a weakness in a world that seems so uncaring,
but it couldn’t be further from the truth.
Because the truth is, care is powerful.
It holds the secret to turn despair into hope
and light up the darkest corners of our fates.
Care can power the positivity needed to
change your path and it can lead the lost back to recovery.
And when you care to go beyond,
you wield the might to change your life
and the lives of the many around you.
That’s the Power of Care.

The main objectives of this campaign was to encourage recruitment of healthcare professionals across the various sectors from Nursing, Allied Health and Community Care.

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To further drive the recruitment message to GenZs, we flipped the rules of survival games. We launched the Power of Care gameplay in Fortnite where the greatest power isn’t to kill, but to heal.

Markies Awards 2024
Most Creative – Government Sector / Non-Profit Marketing, Gold
Most Creative – Integrated Media, Gold
Most Creative – Gamification Campaign – Finalist
Most Effective Use – Government Sector / Non-Profit Marketing, Finalist Most Effective Use – Integrated Media, Finalist

Spikes Asia 2024 
Shortlist in Media Category

Creative Circle Awards 2023
Best Use of Metaverse, Gold
Digital & Mobile categories, 1 Silver and 1 Bronze

AdFest 2024
Media – Use of Digital Platforms, Finalist
Entertainment – Digital, Social & Emerging Technology, Finalist

Creative Group Head

MINISTRY OF HEALTH HOLDINGS, 2024