The People's Association (PA) is a Singaporean statutory board that oversees neighbourhood grassroots communities and social organisations, promoting social cohesion and multiracialism.

In 2019, it was on the lookout for a new agency that could up their social media game, as well as to drive more participation for their different activities. As such, the agency decided to come up with a 1 year social media proposal that could not only bring more attention to their different activities like major event and PA's classes, but could also to promote the kind of spirit that the People's Association sought to create on-ground, to online. 

This proposal was split into 3 entire campaigns, so what you'll see here is very top-line – the clients eventually decided that it was too expensive to execute a lot of our very cool ideas, which is something they're very sure they regret.