SCDF Emergency Medical Service



  • To raise awareness that firefighters from SCDF are medically trained and respond to life-threatening emergencies


SCDF engaged Cartoonist Lee Chee Chew to craft a light-hearted and humorous story line to convey the message. SPH's print, radio and outdoor platforms were used to effectively amplify the message:

Print: Junior page sizes in The Straits Times and The New Paper newspapers

Radio: Commercial spots on UFM 100.3 & Kiss92

Outdoor: 2,900 table top advertising in Chang Cheng Coffee shops and Town Council Food Centres for a period of one month 


The campaign was effective in reaching an estimated 1,657,689 people from all walks of life in Singapore.