The primary function of the eight-month project will be to communicate key activities to the public and media. This will involve the agency leading a consortium of partners, and conducting a public education outreach programme targeting children aged seven to 12.
Fulford PR will also be coordinating the overall project with creative agency TMP Worldwide, theatre company The Necessary Stage, research agency Asian Strategies and event managers Visibility Design.
Linda Fulford, managing director of Fulford Public Relations, commented on the appointment, “We believe in the importance of public outreach projects such as this in helping to foster a more compassionate society. This is an opinion shared by our partners as well, and we are glad to have been appointed by MCYS to undertake this project.”
This project further enhances the agency’s government portfolio. Fulford has previously worked on three MCYS accounts – 'Marriage' and 'Filial piety' campaigns, supporting creative agency Leo Burnett; a project with the ministry’s 'Work-life effectiveness' initiative; as well as a year-long retainer with the Ministry of Manpower handling its 'Work-life harmony' campaign.
In January, Fulford PR won the Singapore Sports Hub’s agency-of-record contract for a 42-month period. Lee Hwa Jewellery also appointed the agency to handle its public relations business for the fifth year running.
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