There are simply not enough people considering a career in public sector engineering. Current engineering graduates are also leaving the sector to join other industries. Given the government’s ambitions in areas of infrastructure development, there is an increasing demand for engineers in Singapore. Our task was to close the gap between demand and supply.
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.