BBH Singapore interns create campaigns to take on food security and sexism

The participants in BBH Barn – an internship programme at the agency’s Singapore office – have created two socially relevant campaigns. ‘The Hungry Spoon’ takes on food insecurity while ‘Stop Observing Silently’ addresses sexism and misogyny.

Created for The Food Bank, a NGO, ‘The Hungry Spoon’ intends raising awareness about food insecurity. Roughly 700,000 Singaporeans are currently lacking physical and/or economic access to sufficient, safe and nutritious food. 

To highlight this problem, the team created a spoon with a one dollar sized hole at the centre.

Let The Feeding Begin with the #HungrySpoon

Do you know what food insecurity means in Singapore?Find out more at and donate $1 to support people who face food insecurity through Food Bank now.#HungrySpoon #HungrySpoonChallenge #letthefeedingbegin #foodbanksg

Posted by The Food Bank Singapore on Wednesday, 10 July 2019

The campaign was amplified via The Food Bank’s website and social platforms. The target audience – including influencers – were filmed trying to eat using the customised ‘Hungry Spoon’. The campaign then encouraged people to make donations to help end this problem

A second group of interns took on casual sexism with ‘Stop Observing Silently’. As a first step, the team spoke to the female students about their experiences with different forms of harassment.

These were transformed into stickers to educate or remind male students about appropriate behaviour. 

‘Stop Observing Silently’ is being pushed out at university orientations through physical packs of stickers. The digital assets have been rolled out on Instagram and messaging app Telegram.

These campaigns were the result of a three month internship at the agency to draw in a pool of talent beyond students from advertising and marketing courses. According to a note from BBH: “The basis of selection was a blind application process where applicants simply needed to answer five questions and were chosen based on their thinking without a supporting CV.

“The interns came from disciplines ranging from public policy to philosophy and included a mid-career switcher from a government body.”

BBH Singapore CEO John Hadfield said: “As black sheep we celebrate the power of difference, so it’s particularly important that we attract an ever more diverse range of talent, and humbling to see the passion, purpose, and creativity of this year’s rock-star Barn interns”.


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