Persatuan Pemudi Islam Singapura
Walk Your Way, Change Her World
Categories
Branding, Campaign, Social Media
Industries
Community, Non-Profit, Sports & Recreation
CHALLENGE
PPIS, the Singapore Muslim Women’s Association, sought to rally the community in a commemorative charity walk that would symbolise support for women and families. But how could we make the walk more inclusive, future-facing and participatory especially for younger, digital-native audiences and time-strapped supporters?
PPIS needed more than a one-day physical event. They needed a movement that could ignite user-generated content and spark social sharing across generations and communities.
PPIS needed more than a one-day physical event. They needed a movement that could ignite user-generated content and spark social sharing across generations and communities.
SOLUTION
We reimagined the gamified, hybrid charity walk as a content-powered campaign built for today’s always-on, socially connected world.
We made the name of the walk, Walk with Women, a powerful invitation for all to show their support, wherever they were. To drive participation, we designed vibrant, interactive GIF stickers for Instagram, Facebook and TikTok. Highly shareable, these became the visual language of the campaign. Content creators, youth ambassadors, families, and corporate partners used the GIFs to document their walks, tag others and spread the message online.
We also designed a fresh, invigorated campaign identity and social content system, participation kits and event collaterals, a launch video with rallying narrative and visuals and outreach assets to engage schools, partners and the public.
We made the name of the walk, Walk with Women, a powerful invitation for all to show their support, wherever they were. To drive participation, we designed vibrant, interactive GIF stickers for Instagram, Facebook and TikTok. Highly shareable, these became the visual language of the campaign. Content creators, youth ambassadors, families, and corporate partners used the GIFs to document their walks, tag others and spread the message online.
We also designed a fresh, invigorated campaign identity and social content system, participation kits and event collaterals, a launch video with rallying narrative and visuals and outreach assets to engage schools, partners and the public.
IMPACT
The series of videos, published on YouTube, have garnered over a million views combined, with its apex being the overarching compilation video, growing at over 400 thousand views.
