Fit-for-Gifting Campaign
Monetary Authority of Singapore
For a campaign promoting the use of Fit-for-Gifting notes (money that is previously circulated) during Lunar New Year in Singapore, our team focused on the idea of “Bringing smiles to your loved ones.”
Taking into consideration the nuances of Lunar New Year traditions in Singapore, we aimed to shift people’s mindset about using new currency notes by simplifying the messaging and focusing on the heart of the tradition. We also highlighted the use of Fit-for-Gifting notes as a sustainable and equally meaningful alternative.
Drawing inspiration from the genuine happiness of children during the festivities, the campaign emphasized the true essence of Lunar New Year—reuniting with family and loved ones, showing that the joy of giving comes from the thought, not the condition of the money.
For social media, we dive deep to the benefits of using Fit-for-Gifting notes to raise awareness to the public and inspire givers to take action; as well as the convenience of sourcing these notes for a smoother and pleasant preparation for the givers.
