Ministry of Foreign Affairs
Recruitment Campaign
Empowering Singapore’s future ambassadors with a visionary recruitment drive
Overview
A recruitment campaign for the Ministry of Foreign Affairs, titled “I Am Singapore,” positions candidates as the ultimate representatives of the nation.
Using structural typography, the visuals seamlessly integrate key recruitment details, highlighting the roles of Foreign Service Officers, Scholars, and Support Staff.
Main headlines
Each role’s headline emphasizes its unique contribution to representing Singapore, showcasing the diversity and importance of every position.
Tailored wordplay highlights the distinct contexts—on the world stage, in global education, and within the foreign service—reinforcing the unified message of “I Am Singapore” while inspiring pride and purpose in candidates.
Key visuals
Communicating excellence
A descriptive copy-based direction was chosen to highlight the complexity and prestige of the roles within the Ministry of Foreign Affairs (MFA). By detailing the diverse responsibilities and impactful contributions of each position, the campaign appeals to candidates who value meaningful work and aspire to represent Singapore on a global stage.
This approach reinforces the gravitas of the roles, provides clarity on expectations, and inspires a sense of purpose and pride in prospective applicants, aligning with the campaign's overarching message: "I Am Singapore."
Pull up banners
