MOT

Simplifying Policies for Everyday Commuters

How We Turned Transport Announcements Into Conversations

Creative & Content Marketing

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Social Media Management

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The Brief

The Ministry of Transport (MOT) oversees Singapore's land, sea, and air networks, driving policies to create a connected, sustainable, and inclusive transport ecosystem. But their policy updates were easily lost in translation. MOT wanted to transform their updates into relatable, engaging content that resonates with everyday Singaporeans.

How We Re-routed the Delivery

We made policies feel more like a conversation rather than an announcement. On their Facebook platform, we anchored our strategy with a variety of content formats, from short-form reels to illustrated explainers and storytelling posts. By focusing on community-informed storytelling, we placed commuters at the centre of their messaging, offering macro views of how these policies are beneficial to their daily lives.

The Final Destination

We proved that policy updates don't have to be dry to be understood. We achieved an average engagement rate of 5.2%, surpassing the national Facebook benchmark of 4.1%. Their page experienced steady, sustained growth in its follower base, building an informed community that stayed for content that was both informative and relatable.

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