Chingay Parade 2021 "Light of Hope" Digital Campaign
Organised by People’s Association, in 1973, the Chingay Parade was held as a way to enhance the festive atmosphere during Chinese New Year in substitution of firecrackers which were banned in 1972. The team was awarded a one-year appointment to undertake digital and social media management responsibilities. Our duties included devising a digital and social media strategy and overseeing the media buy plan for a never-before-seen virtual Chingay parade in 2021.
Clearly, COVID-19 and safe distancing measures are not enough to dim the light of Chingay 2021. Chingay 2021 brings inspiration and optimism to uplift even the weariest spirits. In a joyful expression that marks who we are, what we’ve overcome, and what we’re capable of doing, we find renewed purpose that guides us through times of uncertainty. This parade isn’t a mere distraction with blinding lights and elaborate floats. It’s a symbol of a city that’s bounced back from adversity. It’s something that says joy is worth pursuing, hope is not futile, and there’s space to share in such celebrations together.
