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
NTUC SG60 Care-fé Roadshow
THE BRIEF
To engage youths within Institutes of Higher Learning, build sustained mindshare for NTUC Youth, and encourage meaningful participation around SG60 through peer led engagement.
500
Volunteers Recruited
50
Conversions per School
20
Activation Days
THE THINKING
We embedded the activation within existing student communities across 14 Institutes of Higher Learning, using volunteerism as the entry point for participation.
Experience-led touchpoints were designed to feel accessible and personal, allowing students to step in, contribute, and see the impact of their involvement.
By centering the experience on shared effort and peer advocacy, the roadshow created momentum that travelled across campuses, turning participation into a collective movement rather than a one off engagement.
THE IMPACT
Over 500 youth volunteers were onboarded through the activations, translating on ground participation into continued involvement through integrated NTUC Youth Plan sign ups.
The roadshow built long term relevance by moving youths from awareness into action, and from action into ongoing commitment.
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