The Energy Market Authority + Tribal Worldwide Singapore enlist the help of Singapore’s younger generation in new campaign
In partnership with creative agency Tribal Worldwide Singapore, the Energy Market Authority (EMA) returns with a three-part video series on the Singapore Energy Story and its 4 Switches, solar, natural gas, regional power grids and low-carbon alternatives.
Titled ‘The Future of Energy by The Future of Singapore,’ the series features the younger generation in showing how the 4 Switches can power a more sustainable energy future. The videos breakdown some complex and technical terms into easy-to-digest bites of information. Colourful illustrations and handwritten letters not only add to the charm of the series but also make the content less intimidating for all ages to understand.
The first video launched on BeyondtheCurrent.gov.sg and EMA’s Facebook and Instagram pages on 15 August. Watch as the young stars explain the importance of solar energy and how we maximise this clean energy source here. The remaining two videos covering natural gas, and regional power grids and low-carbon alternatives will be released over the coming months.
This series is part of a larger six-month campaign, ‘Beyond The Current’, serving to educate and engage Singaporeans on the nation’s Energy Story. In addition to encouraging energy- efficient practices, EMA invites Singaporeans to join the conversation and co-create energy solutions to collectively shape the country’s energy future.
“With the challenges of climate change, we are harnessing the 4 Switches to guide and transform our energy supply,” said Juliana Chow, Corporate Communications Director at EMA. “We hope this series inspires all Singaporeans to learn more about what our energy future could look like and join us in delivering new opportunities and possibilities.”
Benson Toh, Creative Director at Tribal Worldwide Singapore, said: “The topic of energy and resources can be complex and technical at times. Our goal was to explain the concepts in layman’s terms and make the content accessible to everyone. The kids bring infectious energy and childlike curiosity that inspire viewers to want to find out more.”
To learn more about EMA, take a look at the ABCs of EMA, which includes bite-sized information about EMA and common energy terms. The content is part of EMA’s first awareness campaign, ‘Life 24/7’, which seeks to educate Singaporeans on how EMA powers the nation and the daily lives of Singaporeans, round the clock.
Learn more about the 4 Switches and join the conversation at BeyondtheCurrent.gov.sg.
