Children's Society Singapore Design & Branding WELCOME TO MY WORLD by Mirum Singapore


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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market Singapore
Agency Mirum Singapore
Executive Creative Director Valerie Cheng
Art Director Roy Lin
Copywriter Norman Chua
Released April 2011

Credits & Description

Category: Online Digital Design
Product/Service: CHILD WELFARE
Date of First Appearance: Apr 30 2011
Entry URL:
Executive Creative Director: Valerie Cheng (JWT/XM Singapore)
Art Director: Roy Lin (JWT/XM Singapore)
Copywriter: Norman Chua (JWT/XM Singapore)
Rich Media Developer: Arnel Aguinaldo (JWT/XM Singapore)
Media placement: Facebook Application - Facebook - 30th April 2011

Describe the brief from the client
Increase Facebook fan base for Singapore Children’s Society through a compelling engagement that reflects the mission of the association – To be a leading edge organisation in promoting the well-being of the child

Describe the challenges and key objectives
Our key objective was to get parents to spend more time with their children especially in this new age of technology where gadgets, mobile phones and computers create a bigger divide as more people enjoy such isolated engagements, both young and old.

It’s undeniable and sad that even busy parents around the world spend a lot of time on Facebook connecting with others – friends, relatives and even people they hardly know.

Clearly and ironically, the ones whom they spend the LEAST time connecting with are the ones closest to their hearts – their children.

Describe how you arrived at the final design
We created a Facebook application which resembles a cheery and child-friendly interactive quiz for parents and children.

The application begins with a charmingly illustrated character posing a set of questions to the parents. For most parents who have not checked out their child on Facebook, simple questions becomes tricky and the character becomes progressively depressed.

A simple quiz quickly became a reality check and parents can right the wrong in just one click to their child’s profile page.

The entire journey was carefully crafted to build an emotional experience which tugs the heartstrings and conscience of the parents.

Give some indication of how successful the outcome was in the market
As this application has only been launched on 30 April 2011, we are unable to provide latest results.