SG60 and GOVT celebrate the refreshed spirit rising among Singaporeans via new campaign
In conjunction with Singapore’s SG60 celebrations in 2025, the Ministry of Digital Development and Information (MDDI) has collaborated with independent agency GOVT Singapore to launch an integrated campaign to commemorate this milestone.
This campaign celebrates Singapore’s nation-building journey and reflects on its shared values of multiculturalism, boldness, resilience that have united us and allowed us to prosper against the odds over the past 60 years.
The campaign’s film, directed by Roslee Yusof of Freeflow Productions, tells the story of a refreshed spirit rising among Singaporeans as we move forward together. The video reflects on Singapore’s growth into the vibrant and diverse country that it is today and to rally Singaporeans to give back to their community and contribute ideas to build the Singapore we want in the next chapter of our Singapore story.
Aaron Lye, Director of Campaigns and Production Department at MDDI, said: “The celebration of our nation’s 60th birthday is an opportunity to build on the Forward Singapore exercise in refreshing our social compact. In commemorating SG60 together, we hope that Singaporeans can step forward and partner with one another to make the lives of fellow Singaporeans better. Let’s contribute to building a stronger Singapore together as we chart the journey of our future Singapore together.”
In addition to the campaign video, four key visuals featuring Singaporeans across all walks of life will be released. They include multicultural band yIN Harmony, founder of community volunteer group Kampung Kakis’, Mae Tan, inclusive fashion designer Elisa Lim of Will & Well, an artist with disabilities Gary Chong, founder of local start-up Commenhers, Nuryanee Anisah, and mental health and disability advocates Lino Felix and Zoe Zora. Viewers will also have the opportunity to hear their story through the interview videos.
GOVT Singapore’s ECD, Tim Chan, added: “It’s always an honour to be involved in a campaign like this. As the country celebrates its 60th birthday, we wanted the work to be a reflection of a Singapore that has evolved towards a new chapter of togetherness, boldness and progress.”
The campaign video is now available on Gov.sg social media channels and can be viewed on Free-To-Air Television, Ch 5, Ch 8, Suria and Vasantham till end of January 2025. The interview videos with the profiles will be progressively launched on Gov.sg from mid-January 2025.
