MAJULAH
SG YOUTH
NTUC x NDP Bay Celebrations
THE BRIEF
To create a National Day celebration that spotlighted Singaporean youth and strengthened NTUC Youth’s affinity among young Singaporeans through meaningful interaction and community moments informed by #EveryYouthMatters.
THE THINKING
We shaped the NDP Bay Celebrations into a multi-dimensional experience that invited youth to participate, express themselves, and connect with one another and the nation.
Activities like the “In a Heartbeat” LED wristband segment and interactive art installations reinforced the theme of unity and aspiration, while curated programming ensured that the youth were both celebrated and empowered within the National Day context.
THE IMPACT
Across two key celebration days at the Promontory @ Marina Bay, around 16,000 attendees experienced a vibrant blend of performances, interactive engagements, and symbolic moments that amplified youth voice and presence in the National Day narrative.
The event strengthened NTUC Youth’s visibility and relevance to young Singaporeans, transforming the celebration into an embodiment of #EveryYouthMatters
2025 NTUC NDP Bay Celebrations
THE BRIEF
To create a public-facing National Day moment that rallied Singaporean youths, strengthen mindshare for NTUC Youth, and position the next generation as active participants in shaping Singapore’s future.
20,000+
Attendees
3
Show Days
50
Performers
THE THINKING
We approached the Bay as a shared national moment, designing a cohesive experience across digital and on ground touchpoints that allowed individual encounters to build towards a collective celebration.
Each element was intentional, from how youths discovered the activation to how they gathered and participated within it. Together, these moments cultivated unity, ownership, and shared pride, allowing the idea of Majulah SG Youth to be felt through experience rather than stated through messaging.
THE IMPACT
Across three nights, over 22,000 youths gathered at the Bay, transforming the celebration into a visible expression of collective pride. The activation strengthened NTUC Youth’s relevance among youths and delivered an emotionally resonant National Day experience anchored in participation and connection.
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