Lowe, Initiative and Asia PR Werkz to handle creative for Singapore's MCYS Office of the Public Guardian

The consortium led by Lowe Singapore was awarded the business following a pitch process that involved multiple advertising, media and PR agencies.

Lowe will handle the strategic planning and creative duties, Initiative will be responsible for strategic media planning and buying and Asia PR Werkz will drive PR and community outreach.

The agencies are tasked with educating Singaporeans about the benefits of pre-planning by making a Lasting Power of Attorney document which is aimed at protecting human dignity, autonomy and choices. The legal document is part of the new Mental Capacity Act (launched March 2010) and allows an adult Singaporean to appoint one or several persons to act as proxy decision maker(s) should that individual lose his or her mental capacity.

Lowe's regional growth officer, Vikas Mehta described the campaign as an integrated multimedia plan that will include an element of social media. The campaign's launch dates are still under discussion but it will likely roll out in early March 2012, he added in an email response.

"It was an interesting challenge, to find ways to persuade Singaporeans to plan ahead for the unfortunate and often unexpected situation of not being able to make their own decisions due to diminished mental capacity," said Srija Chatterjee, business director, Lowe Singapore.

Commenting on the win, Pat Lim, managing director of Initiative Singapore said that the campaign raises difficult but compelling questions for Singaporeans. "The creative and media teams have been working very hard to find the right way to create awareness for this topic which is relevant to all Singaporeans.”