Ministry of Communications and Information: Stronger Together - From Grace to Grit

COVID-19 has greatly affected the economy and the Singapore government has launched a number of support measures to help Singaporeans cope. Our campaign aims to highlight these measures and encourage resilience and solidarity among Singaporeans during this difficult period.

Drawing parallels to the Singapore spirit that brought Singapore from third world to first, we created ‘From Grace to Grit’ to tell the story of Liang Lilin, a Singapore Airlines cabin crew who found her wings serving in the healthcare sector after COVID-19 grounded flights worldwide. Based on the personal experience of our protagonist, the film chronicles her journey as she overcomes the challenges and discovers a new calling. To amplify the gravitas of our message, the film also features excerpts from Prime Minister Lee Hsien Loong’s May Day Rally, a first in Singapore. The result is an intimate yet inspiring film that tugs at the heartstrings of viewers.

The series was an astounding success and was covered extensively by the local media. It also made the Top 10 YouTube Ads People Watched in Singapore, H1 2020 list.