Singapore Police Force

Context

In 2024, the Singapore Police Force set out to inspire the next generation, not with promises of a job, but with the power of a decision. Because courage, leadership and service don’t start in the future. They start now.

Challenge

Policing needed a rebrand, not as a career path but as a purpose. We had to show young Singaporeans that it’s not just a uniform, it’s a chance to step up, stand out, and serve something bigger than yourself.

Solution

We launched a social-first campaign with a bold rallying cry: “If not now, when?”

Featuring raw, real portraits of officers and their stories, the campaign reframed policing as a calling - urgent, human, and deeply meaningful. There were no frills, no fluff, just a challenge to act now.