Senoko Energy launches first National Singlet Month campaign via DDB Group Singapore

DDB Group Singapore is partnering with Senoko Energy for an innovative and unique initiative – the first National Singlet Month. The movement, which supports Senoko Energy’s ongoing mission to provide sustainable energy solutions that put Singapore’s Net Zero goals within reach, celebrates the little actions in daily life, like wearing singlets, that can create ripples of positive change in energy conservation.

Amid rising global temperatures, Singaporeans contend with record-breaking heat and humidity from June to August. During these hotter months, air-conditioning(1) units work overtime, accounting for 24% of an average household’s electricity consumption.

National Singlet Month showcases Singapore’s quintessential wardrobe staple to highlight seemingly small daily habits that reduce energy consumption and inspire Singaporeans to contribute to a greener future. The month-long ‘Singlet Wearers’ activation marks the first phase of Senoko’s wider ‘Thank You’ campaign, which spotlights energy savers to support environmental sustainability. DDB kicked off the campaign on 16 July with a social media contest and short film amplified through influencer engagement.

The month-long contest on Instagram and Facebook challenges Singaporeans to submit photos of themselves dressed in a singlet while creatively conserving energy at home. The winner will receive a six-day ecotourism experience for two to the Great Barrier Reef in Cairns, Australia, for which Senoko will offset the carbon footprint. 200 Senoko Energy customers who pledge to support the campaign online will also receive a limited-edition Senoko Energy singlet twinset.

A one-minute video was launched on YouTube, Facebook, and Instagram in collaboration with Mothership and social media influencers Xiao Ming (@sgagxiaoming) and Jayne (@jaynejetplane). Saluting energy savers nationwide, the film calls on all Singaporeans to embrace small actions that lead to big changes in energy conservation.

“National Singlet Month is a testament to the power of small actions, like wearing a singlet, in contributing to energy conservation efforts. By dedicating a month to these energy conservation actions, we hope to inspire more people to do their part for a sustainable future,” said Vinod Savio, Chief Creative Officer at DDB Group Singapore.

Frederik Baerts, CEO of Senoko Energy, said: “With the National Singlet Month campaign, we are not only encouraging Singaporeans to reduce their energy consumption. It is a wider movement to recognise the current ways in which Singaporeans are already conserving energy and to encourage them to continue championing such behaviours.”

In addition to ‘Singlet Wearers’, the campaign will spotlight other personas in later phases, such as the ‘Selfless Switcher’ who advocates for power-saving practices like switching off unused plugs, reducing air-con temperatures, turning off lights when not in use to reduce utility bills, and investing in energy-efficient devices. Phase two of the campaign, which will feature more energy-saving personas, is scheduled to launch in 2025.

As one of the largest power plants in Singapore, the group is committed to delivering safe, innovative, and sustainable energy solutions. Senoko is also committed to powering Singapore’s journey towards carbon neutrality and supporting the nation’s environmental goals.

1 CNA. Commentary: Singaporeans’ reliance on air-cons will only lead to more discomfort.