Ogilvy X National Arts Council: #SGCultureAnywhere
The show goes on for Singapore’s arts and culture during COVID-19.
Overview
When arts venues were forced to close during Singapore’s COVID-19 lockdown in 2020, the National Arts Council launched #SGCultureAnywhere to help people experience the arts from home.
The A List, now known as Catch, is a guide to arts and culture in Singapore. The campaign brought online performances, virtual exhibitions, workshops, and family activities together on the platform.
The Challenge
With audiences unable to visit physical venues, arts organisations needed new ways to share their work. The content needed to make digital programmes easy to discover and explain what audiences could see, watch, and enjoy from home.
The Solution
As a writer for The A List, I contributed to #SGCultureAnywhere. My role combined research, outreach, and editorial writing, and I:
- Contacted 30+ arts organisations to identify stories and learn about their programmes.
- Researched digital arts offerings and wrote listicles featuring 50+ virtual exhibitions.
- Turned programme information into accessible recommendations that encouraged readers to explore.
The articles highlighted what audiences could expect from each programme, giving readers a clear starting point for exploring local arts and culture during lockdown.
Selected articles
The original articles are no longer available online. 5 PDF samples are preserved here for reference.
The Result
15+
Articles written.
50+
Virtual exhibitions featured.
100+
Engagements per post on average.
The articles gave readers a starting point for discovering Singapore’s arts and culture from home, while giving local arts organisations another channel to reach audiences during lockdown.