I Am A CCB
Client: Tribal Worldwide Singapore
There was no denying it. During the Circuit Breaker (CB) period, everyone wanted to be part of the CCB - the Community Circuit Breaker club. As the city-state underwent the eight-week lockdown period, the agency came up with a cheeky website that helped Singaporeans stay occupied and entertained. After the CB ended, the website evolved with a wider set of offerings include content on mental health and well-being.
My Role:
I came on as the public relations liaison for press outreach to promote the website and its updates throughout the year. I also wrote/co-wrote some 13 articles and listicles under a pseudonym named Ah Tan. Some of the content was brand collaborations. Iamaccb.sg has been featured on CNA, The Straits Times, Berita Harian, Today, 8 Days, Marketing Interactive, South China Morning Post and Mashable.
Iamaccb's Homepage, which included a countdown to the end of the Circuit Breaker period.
To commemorate World Mental Health Day, I wrote a listicle as part of a brand collaboration with Safe Space, a digital counsellor. I came up with the theme and talking points about what to say to someone who might be having a difficult time. Click to read!
As news of the pandemic hogged headlines and people grew weary of their Work From Home situation, I teamed up with The Inside Job to share tips on how to avoid burnout. Click to read!
Staying in didn't prevent breakouts for some people. I worked with award-winning skincare brand Jyunka to craft an article about how to care for our skin. Another writer helped add the Singlish sass to keep the piece light-hearted. Click to read!
Iamaccb.sg partnered with National University Health System's (NUHS) Mind Science Centre to do a survey about how Singaporeans were coping with the pandemic. I worked with the NUHS PR team to share the results with the media. Click to read!
Towards the end of 2020, the agency put out a call to the public and creatives in Singapore to capture their reflections of COVID-19 using graphic design. The submissions by more than 100 people were consolidated into an online gallery on the website. I did the PR to get it featured in The Straits Times and Lianhe Zaobao.