Ad agency Wild creates 'Don't Give Face' character to unite citizens against pandemic

Creative agency Wild has launched a series of content on its Instagram and Facebook pages, urging Singaporeans to stand strong during this time. Titled "#DontGiveFacetoCOVID", the campaign features the character, Don’t Give Face, which was inspired by the advice from health authorities to minimise the touching of faces to reduce the spread of COVID-19. The agency wants to empathise with Singaporeans that it isn’t easy to change old habits, but every action counts.

According to the agency, the series of content covers a wide range of topics that seeks to educate, entertain and engage Singaporeans, with new content being updated a few times a week by the team at Wild. The agency also created over 40 custom profile pictures for people to download and swap out their profile pictures to pledge to #DontGiveFacetoCOVID. 

Additionally, the agency has also raised some funds to show their support to the migrant workers through a donation to non-profit organisation Transient Workers Count Too. Joan Lim, creative director at Wild said other than creating content, the agency wants to be able to contribute in a tangible way to provide support to those who need it. In this case, it is the foreign workers whose dormitories got hit by COVID-19. "We want to inspire Singapore with content that could be useful or meaningful to them. Through humor and meaningful content, we want to stand in solidarity with the Instagram community. Hopefully this will in turn inspire people to step forward to contribute and support others in any way they can," she added.

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