IAMACCB
I am a Community Circuit Breaker
THE CHALLENGE
The Circuit Breaker drove people off the streets and online. Marketing spend cut by 4.6%*, and mental well-being was at an all-time low.
THE IDEA
We launched IAMACCB.sg, an acronym for “I Am A Community Circuit Breaker”. IAMACCB was a tongue-in-cheek mobile platform with locally-infused humour. It helped the community manage their well-being, and empowered local businesses to thrive, with COVID-updates, delivery deals, exclusive promotions and entertainment.
With the content regularly updated, it fast became the go-to platform for directories, deals, exclusive promotions and entertainment for site visitors. The platform also conveniently housed many types of relevant resources to empower SMEs with partnerships, enable charities with donation drive and energised content creators with collaborations.
Using humour and resourcefulness, IAMACCB reacted to real time issues and crowdsourced public sentiment through polls – showing support and solidarity for the communities.
We didn't stop there — we transform part of our site into a resources and help portal during the Mental Wellness month.
Towards the end of 2020, we also created a body of artwork with the support of DesignSingapore Council and the local design community. These designs were submitted by everyday Singaporeans and captured their experiences during CB. We marked the end of the CB year by turning our homepage into a virtual exhibition titled 'Our Graphic Memories of COVID-19' showcasing these works.
Watch the case film below:
AWARDS
GONG Awards 2021:
BRONZE, Gong for Good (Design)
MARKies 2021:
GOLD, Most Creative COVID-19 Response