Land Transport Authority
What we do
To encourage citizens to adopt Active Mobility as an alternative mode of transport, the Move Happy brand was created to bring across safety messages by the Land Transport Authority from the ground up, in a manner that is friendly, encouraging and positive.
The self-explanatory name illustrates the main purpose and benefit of the Active Mobility Act – a set of regulations for all Active Mobility users in Singapore – without alienating the man on the street. A logo and accompanying brand guidelines were created to facilitate a consistent look and feel across several communication platforms and deliverables.
To build awareness amongst Active Mobility practitioners and the general public, we created content to engage them through the use of infographics, stories and videos that helped to modulate the tonality of the Active Mobility Act. This was published on the Move Happy microsite, shared on the dedicated Move Happy Facebook page and populated on other relevant sites to increase awareness and reach. Key rules and messages, were also conveyed with simplicity so the public could easily understand them. To highlight safe riding habits and etiquette within the community for a safer and more harmonious environment, we launched the Safe Riders campaign.
We conducted various engagement activities, both small and large scale. Smaller scale activations included participating in events such as Car Free Sunday and OCBC Cycle whilst large scale engagement activities consisted of stand-alone events. We conceptualized and managed the Ang Mo Kio Model Walking & Cycling Town – an event graced by Prime Minister Lee Hsien Loong – and ended the project on a high note with the inaugural Move Happy Ride event.