The challenge
National Service marked its 50th anniversary in 2017. The Ministry of Defence needed a campaign that would speak to three generations: the pioneers who served in its early years, current servicemen, and younger Singaporeans who know National Service through their families. It also had to treat defence subjects with care.
What we did
MINDEF engaged Black Dot to lead public relations for NS50. We built the campaign around National Service as a shared experience, curating profiles of servicemen across the decades and coordinating media engagements on mainstream platforms for the length of the campaign. Institutional messaging was kept aligned with the personal stories carried in the coverage.
The outcome
Black Dot secured more than 900 media reports in Singapore’s mainstream media, with a combined PR value of more than S$13 million.