The Future of Singapore's Food Security
Translating policy into human stories.
The Future of Singapore's Food Security
Client: Singapore Food Agency / CNA
Project: Editorial Campaign Awareness Video
Project Scope
Creative Development, Research & Story Development, Scriptwriting, Production (Multi-Year Series), Post-Production, Stakeholder & Talent Management
Project
The Singapore Food Agency's "30x30" vision was a government-led campaign to boost the island-nation's food supply and food security. We were tasked to create a series of videos and articles to raise public awareness of this initiative through editorial-style storytelling. This series of videos and articles were published on CNA's Youtube channel and on their website.
Objective
We worked with the Singapore Food Agency over three years, speaking to policy makers and farmers about the actual implications of the campaign. The videos highlighted SFA’s support for local farmers through resilience initiatives and grant schemes, while encouraging the public to play their part by choosing locally-farmed produce.
Challenge
Food resilience is a complex, policy-heavy topic involving industry constraints, government frameworks, and long-term national strategy. We had to deeply understand the ecosystem, then translate policy and strategy into watchable content for a general audience with little prior context.
Our Approach
Across the series, we took a profile-driven approach. By centring each video on real farmers and their lived challenges, we grounded abstract policy in human stories and real-world stakes.
Through these personal narratives, we unpacked broader industry issues in a way that felt accessible and emotionally engaging — turning a complex national agenda into something relatable and digestible.
Collectively, the series garnered over 700,000 views on Youtube, and generated
