With the tagline “Moove-ing the nation” and using five hundred poka-dot cows in crazy colours, which have been placed around the island, the charity encourages Singaporeans to participate. Aiming to raise funds for the elderly in NHF, poster displays run on public transport.
The campaign also includes three badge days, with the first on 24 October. Singaporeans can purchase badges along with other merchandises from volunteers and selected distribution outlets to show support for the project. In return, the charity drive is giving away prizes including JetStar vouchers and movie passes.
Supporters that catch sight of the poka-dotted cows are encouraged to upload photos onto the ‘Tag A Moove’ site hosted on Facebook and Twitter.
Moove Media is the advertising arm of Comfort Delgro, which is the second largest transport operator in the world.
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Credits:
Project Moove Love Charity Campaign
Creative agency Moove Media
Creative director Jayne Kwek
Copywriters Valerie Trevor, Caroline Soo
Art director Nelson Low
Director of photography Jayne Kwek, Nelson Low
Exposure Print, outdoor, online
