National Population and Talent Division (NPTD)

Explaining complex population issues through stories

The Brief

“Populate” (geddit?) NPTD’s website with catchy, bite-sized content to help them connect with diverse demographic groups in Singapore: from the happily single to the happily married, kopitiam buskers to little kids.

The Work

Who said population is just a statistic? Definitely not us, because we’re not the best at math. We broke down this “boring” topic into explainer articles, profile pieces, and punchy videos that captured the aspirations – and quirks – of the people we call home.

The Results

We helped NPTD boost its online presence and connect with younger audiences. Our monthly reviews of content performance also provided timely recommendations that helped to improve engagement and drive traffic to the site, with page views peaking at over 50,000 in a single month.

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