MCCY spotlights support systems behind SG's athletes

The Ministry of Culture, Community and Youth (MCCY) of Singapore has partnered with Dentsu Creative Singapore to launch a digital campaign titled "Every support counts." The campaign is designed to highlight the crucial role that various support networks play in the success of Singaporean athletes, underscoring the importance of collaboration in helping athletes meet their objectives.

At the heart of the campaign is a feature film focusing on three prominent athletes from Singapore. The film explores a variety of support systems including sports nutrition, psychology, physiology, biomechanics, strength and conditioning, along with essential emotional and practical support from family and friends, all of which are vital in overcoming challenges faced by athletes.

The campaign also includes five content videos that feature Team Singapore athletes from a broad range of sports, including para sports. These videos delve into the personal stories of athletes, illustrating the intense preparation and dedication required for achieving athletic excellence.

Don't miss: adidas highlights unsung heroes who inspire us to go the extra mile 

"Every support counts" prominently features 11 members of Team Singapore, including Amita Berthier, Chan Han Siong, Izzac Quek, Joan Huang, Kimberly Ong, Loo Keyon, Megan Lee, Riyadh Hakim, Shanti Pereira, Teh Xiu Hong, and Wong Zhi Wei.

In conjunction with the athletes, the campaign highlights the contributions of 10 support professionals such as Deanne Pheong, Farzad Jalilvand, Goh Wan Xiu, Ivan Ee, Kelvin Ng, Oleg Matseichuk, Parimala Sivaperuman, Razak Mansor, Dr. Shermaine Lou, and Tan Jing Wei. These experts bring critical knowledge in fields such as coaching, biomechanics, physiotherapy, dietetics, and psychology, forming a comprehensive support network foundational to the athletes’ achievements.

The digital campaign will be available on platforms such as YouTube, Meta, and TikTok, with the goal of reaching a broad audience to increase awareness of the science, discipline, and commitment integral to athletic success.

“While athletes are typically celebrated in moments of victory and achievements, with this campaign, we aimed to shed light on the often unseen yet essential aspects of an athlete’s journey. It was key for us to use video content to create an authentic and educational narrative," said Marielle Nones, associate creative director, dentsu Creative Singapore.

"By featuring real athletes and the specialists who support them, we hope to inspire the next generation of sports talent in Singapore and emphasise the importance of a holistic approach to athletic success," added Nones.

In similar vein, adidas recently launched an inspiring four-part film series highlighting unsung heroes. Made for both Malaysian and Indonesian markets, the four 30-second clips showcase interactions centred around a common activity: running.

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