SPH takes aim at selfish side of Singapore city culture with ‘The power of sharing’ campaign

Singapore Press Holdings is running a campaign targeted at readers and advertisers that takes aim at the selfishness of modern city culture and positions itself as a platform for sharing.

Sharing SPH film

A sentimental film aimed at readers shows a depressed man consoled by his friends, two boys share an ice cream, and a woman given shelter from the rain.

“In a world that’s more connected than ever, can we share a little bit more?” the film asks, which may come as a strange message from a company that has long enjoyed dominance of Singapore’s advertising market.

The film targeted at Singapore’s business community flaunts SPH’s media properties, including its newspaper, radio, magazines and outdoor arm, a luxury shopping mall that it owns, and a CSR initiative. It ends with the DBS-sponsored coffee festival hosted by Straits Times in June and the line, “Sharing brings us closer together.”

The films will run on the company’s out-of-home screens, social platforms and websites. They were created inhouse by SPH’s creative team.

The campaign emerges just over a month after SPH merged its print, digital, radio and outdoor advertising sales teams, and named Elsie Chua as CMO, and Ignatius Low and Tan Su-Lin as deputy heads of marketing.

“From knowledge that inspires minds to technology that enriches lives to heartwarming moments that lift spirits, SPH advocates sharing in a world that’s more connected than ever,” reads a message on a microsite for the campaign.

The microsite features a number of SPH staff, including radio DJ Glenn Ong and Sylvester Ng, the editor of Icon, talking about the importance of sharing.



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