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Singapore defence ministry marks 50th anniversary of National Service with bus campaign

Singapore’s Ministry of Defence has commissioned 25 three-dimensional ads to run on the country’s bus service to celebrate 50 years of National Service.

As part of a bid to say “thank you” to active and veteran servicemen, the ministry enlisted Formul8 and Moove Media to create a pixellated design of the Singapore Armed Forces’ uniforms and run it across 50 buses.

Of these, 25 single-decker vehicles feature a 1.8metre-tall statue of the “mobilisation man”installed on the back of bus.

The figure is regarded as a symbol of the army’s ‘operationally ready’ motto, which channels its ability to transition swiftly into a fighting force at a call to arms.

The buses will travel islandwide, passing through areas including including Bishan, Clementi and Shenton Way.

The campaign will be promoted promoted socially by Formul8’s social media arm Type A. WPP’s Maxus will handle traditional media, while Black Dot will oversee public relations.

Moove Media chief executive officer Jayne Kwek said: “Our national servicemen are the foundation of Singapore’s national defence and we are glad to commemorate NS50 with the ‘mobilisation man’.

“He is indeed iconic and will be effective in reaching the masses, in line with the campaign’s objective of celebrating NS50 nationwide.”

The campaign will end on August 26.

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