The National Arts Council launches new campaign to show arts' transformative power

The National Arts Council (NAC) has launched a new campaign to showcase how the arts have transformed and inspired the way Singaporeans live their everyday lives in a bid to encourage more to let art into their lives. The campaign, titled “The arts can inspire your everyday”, launched on February 8 with four short films that tell stories of how art can be incorporated into the daily grind. Beyond visiting an art gallery or watching a musical, the films use dance, spoken word poetry, music and painting to get people to engage with each other, slow down and learn to love themselves more.

For example, in “A dance to remember,” viewers watch as a group of people with Dementia spend five weeks learning a dance that they will eventually perform. In “Words for good”, real stories from young people growing up in Singapore are transformed into an inspiring spoken word performance that aims to empower and encourage positivity. The campaign, which will run until 31 March, also sees creative agency BLKJ Havas and PR agency Tate Anzur behind it, according to BLKJ Havas' CEO, Rowena Bhagchandani when MARKETING-INTERACTIVE reached out.

"Art isn't something that is only found in galleries. It is all around us. It can come in different forms, shapes and sizes. And it can change the way you think, act and feel. We see how local artists use various art forms to turn ordinary moments into extraordinary experiences,” said Bhagchandani.

“From empowering youths through the written word to creating melodies that inspire a fast-paced nation to slow down; reconnecting families distanced by technology to helping seniors with dementia remember. BLKJ Havas is proud to collaborate with the National Arts Council and show Singaporeans how art can truly transform your everyday," she added.

The videos can be accessed on NAC’s social media channels where the multi-platform campaign is being advertised on. It will be amplified with out-of-home touchpoints and these artistic achievements and milestones will round off the art sector’s joint efforts over the past five years towards the Our SG Arts Plan (2018-2022).

Under the Our SG Arts Plan (2018-2022), NAC connected communities by commissioning diverse arts offerings and accessible public arts initiatives, through a variety of art forms across the island. The arts community also innovated and leveraged partnerships to create opportunities for Singaporeans to be inspired.

“The arts can change the way we think, act, and feel. It is beyond a framed painting in a gallery, a three-part novel at a library, or a musical in a theatre. The arts reflect the heart of our city, and can be experienced everywhere, through murals on our neighbourhood walls, or from seniors who inspire us with their youthful movements and energy,” said Lynette Pang, the deputy chief executive officer of planning and corporate development at NAC.

She added the campaign will set the stage for the next phase of its Our SG Arts Plan (2023-2027) as NAC continues its efforts to bring greater visibility and appreciation of the arts in the years to come.

Related articles:
STB and National Arts Councils runs grand finale of dance campaign trilogy with TBWA\
STB's Lynette Pang joins National Arts Council, hands marketing reins to Chang Chee Pey
National Arts Council and STB want you to 'Be Drawn In' through vibrant new film