My Role
Illustration
Agency
Dentsu Creative Singapore
Client
Singapore Ministry of National Development (MND)
Enhancement for Active Seniors (EASE) programme
In light of the new announcements for Enhancement for Active Seniors (EASE) programme, the agency was looking to produce some illustration-driven visuals for use on social, as well as OOH digital display panels which are typically placed at the lift lobbies of HDB flats.
Illustrations of the enhanced features such as wider toilet entrances, foldable shower seats, grab bars and such, were needed.
Announced in November 2023, MND, MOH, and MOT rolled out a slew of initiatives under Age Well SG to make our HDB homes and precincts more senior-friendly. To support ageing-in-place, they will offer a wider range of fittings under the EASE 2.0 programme, to enable seniors to move around safely within their homes, and extend the provision of the wireless
Alert Alarm System (AAS) to all seniors living in public rental housing.
Photography Copyrights © Ministry of National Development (MND)
Under this programme, improvement items can be installed in flats to make it more elderly-friendly. This includes bidet sprays, foldable U-profile grab bars and lowering of toilet entrance kerbs.
An Easy Deal
For the concept, the agency envisioned the illustrations to be presented like supermarket coupons, like good deals. This got me excited as a brilliant storytelling device, perfectly suited to showcase
the many different features the programme offers.
Concept Sketches
Striking the right balance between fun and realistic illustrations was definitely a challenge. After all, we were talking about healthcare amenities, so accuracy was key. We aimed for a realistic style that would accurately depict the scenarios and resonate with our elderly audience.
The illustration-driven visuals were used on social, as well as OOH digital display panels – that can be found at the lift lobbies of HDB flats.
