How we brought's anti-racism campaign to the next level


Marketing & Events

How we brought's anti-racism campaign to the next level

The Mission

For's 10th anniversary, the organisation wanted to push its annual national anti-racism campaign to the next level. Brain Juice Collective worked with Storyteller Productions to support's push for a more inclusive society by creating informal spaces for these ground up conversations to happen.

Our Brain Juice Approach

As a lead up to's Orange Ribbon Walk 2017, the The Rise Against Racism campaign strategy was built around bold branding and design, human interest stories and community events. Over our campaign period of 3 months, the organisation was able to reach an unprecedented audience number of 2,391,211 and earned a raw ad value of $112,624.40 (excluding social media and online media), with features in The Straits Times, Lianhe Zaobao and more!

Our Role

Brain Juice Collective provided strategic consultancy, branding, social media and public relations support.

Our Impact

Brand Identity and Design

Harmony Makers

Human Interest Stories celebrating people who are building racial harmony in Singapore

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