Developed by M&C Saatchi, the three spots feature issues that have proved particularly topical in recent times in Singapore, along with the tagline 'Get the full story.'
According to 938Live senior programme director Gerry Tan, the initiative aims to reflect the station's positioning as a forum for thirtysomething and older PMEBs to discuss topical issues. The three issues addressed are treatment of maids, underage pregnancies and restaurant hygiene, each of which includes a twist on the conventional narrative.
According to 938Live senior programme director Gerry Tan, the initiative aims to reflect the station's positioning as a forum for thirtysomething and older PMEBs to discuss topical issues. The three issues addressed are treatment of maids, underage pregnancies and restaurant hygiene, each of which includes a twist on the conventional narrative.
M&C Saatchi executive creative director Richard Johnson said: "We've taken issues that are sensitive to Singaporeans and shown a different side."