Digital Campaign

The Back Story

Singapore is home to five million people with various lifestyles. “The Back Story” project campaigns for each fellow citizen to be treated with respect and understanding. Numerous people are introduced through photos or video portraits in the one-minute clips on social media, and the guiding concept of “back” runs like a common thread throughout the campaign. The title deliberately shows the people contributing their stories from behind. This perspective hopes to evoke the unpleasant feeling that people have when others talk behind their backs.

Red Dot