Singapore is practically built on the backbone of engineers. Many world-first engineering marvels have taken Singapore from third to first world status. With more masterplans to actualise, engineers are critical to sustaining the country’s development. There’s a need to not only attract a new generation of engineers, but also retain those exploring beyond their field. Our task was to uplift the profession and make engineering – particularly in the public sector – attractive again.
Research showed that students like working on cutting edge, world-class projects. The strategy is to showcase that public sector engineering in Singapore provides opportunities greater than practically anywhere else in the world for engineers to work on innovative and world-first projects – because plans do become reality in Singapore. An integrated campaign around the provocative tagline, “Engineer What’s Next”, was created to build this appeal and positive perception.