Singapore's National Heritage Board (NHB), with The Secret Little Agency (TSLA), ran a campaign throughout Ramadan that depicted and encouraged Muslims to enjoy the different kind of celebration that was necessary this year during the city's extended 'circuit breaker'.
The campaign also invited non-Muslims to discover more about the traditions and practices of Ramadan in Singapore through events such as a virtual Iftar event and a concert.
The through-the-line campaign included NHB’s Facebook and Instagram channels, and its Roots website, plus the film above (which launched on Facebook).
TSLA reports that the campaign generated 7 million impressions from 4 million people through the month it was active, and that the live events drew 700,000 engagements including a high rate of return visitors.
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