ADK Connect Singapore has collaborated with the Ministry of Communications and Information to produce four short films reaching out to Seniors and their family members encouraging them to opt for the COVID-19 vaccination when offered.
This is complementary of the other efforts on Gov.sg in keeping people informed on the developments of the vaccination process, allaying fears on the side-effects and explaining the importance of vaccination for the society.
“It Starts With You” is a series of short stories that showcases the love, bond and friendship between three families. The series was created by ADK Connect and directed by five directors from Freeflow Productions. The films begin with reminiscing childhood memories of three best friends and their kids. As the story unfolds, we feel their intense love, bond and friendship, that is gracefully paraded through the cherished moments shared between them.
The stories come full circle when we see the parents urging their kids to take the BCG vaccination and eventually, when the kids grow older, they encourage their parents to take the COVID-19 vaccination. All four films are uniquely intertwined together with scenarios that link one story to the other.
The films not only depict cultural vastness but are also packed with nuances of local culture and language, making it very relatable to Singaporeans from all walks of life. The heartbeat of the films, is the nostalgic background score ‘Rasa Sayang’, which amplifies the storytelling even further.
“This series of films is one of the most heartfelt I’ve ever worked on – with the core intention to rally the nation’s forefathers to take the first-step in protecting themselves and those they care for,” said Chris Gurney, Chief Creative Officer, ADK Connect. “‘It starts with you’ is a message of remembrance and love. The heart of the narrative is played out through ‘Rasa Sayang’ – where key moments from past to present are woven together. We hope that these stories have the power to inspire our community as we work towards the long-term success for the COVID-19 vaccine initiative.”
Roslee Yusof, Director at Freeflow Productions, said: “Five directors on one film set can either be a catastrophic failure or a miracle. In our case, it was truly wonderful that all five of us were able to express our views openly, but at the same time, not compromise on what we wanted to do for our individual films. This experience was possible because of the one common vision – which is to produce films that are relatable to our Singaporean Senior Citizens, so that they are encouraged to take the first step.”
For more details about Singapore’s COVID-19 vaccination programme, please visit the Ministry of Health’s website.