MCCY Social
Client:
Ministry of Culture,
Community and Youth
Since Tribal took over the Ministry of Culture, Community and Youth’s social media account, it has been held up as a model for other ministries and statutory boards to emulate.
My Role:
I was the copy lead for MCCY’s Facebook and Instagram pages from 2019 to 2020. I came up with new content pillars that helped the ministry’s goals of promoting social cohesion and celebrating Singapore’s sporting achievements. With my past experience as a journalist, I tapped on my contacts and had my ear to the ground to suggest profiles that would help MCCY stay current. I oversaw a team of writers and art directors, giving input on execution, interviews and editorial direction. Click on the images to check out the posts.
One of the things that I strived to make sure was that we had diverse representation with our profiles. So for our How We Ate series, I proposed Mary Silva Sundarason, a home cook who knew how to put together a banana leaf meal, which showcased her Keralan roots. The highest-rated Facebook post in 2020 for MCCY, with more than 2,000 likes on that platform to date.
It's My Belief is a series that I proposed as the ministry wanted Singaporeans to get to know more religions. We have covered communities such as the Baháʼís and the Zoroastrians. Each post has received positive comments from the public who have loved learning about how these groups practise their religion.
When the pandemic hit, our regular editorial schedule took a backseat. We quickly switched gears to rally the community with a series of stories of people who have stepped up to help Singaporeans.
This was the second piece in a three-part series that showcased the efforts of Singaporeans to reach out to the community. These posts were well-loved by the MCCY fans, hitting more than 1,000 likes each.
When the 2019 Southeast Asian Games, I suggested a series that covered lesser-known sports such as Underwater Hockey and Sambo.
Diving into conversation with these athletes would give Singaporeans a better understanding of the sports. The series garnered lots of likes and messages of support for the athletes!
At times, I would also take on the writing, like this piece for a series titled Life of a Sketch. It featured Paul Wang, an urban sketcher who had to switch up his routine when the pandemic hit.
Sometimes, I also wrote scripts for videos. This was one of my favourites - a 2018 explainer about Christmas using stained glass found in churches. It was a fresh take on an age-old story.