Singapore’s MCCY Shows That ‘Every Support Counts'

Singapore’s Ministry of Culture, Community and Youth (MCCY), in collaboration with Dentsu Creative Singapore, has launched a digital campaign to spotlight the dedication, perseverance, and multi-faceted support ecosystems that help propel Singaporean athletes to success. Through a compelling hero film, “Every Support Counts”, the campaign underscores the collaborative efforts required to support athletes in their pursuit of greatness.

At the forefront of the campaign are three distinguished homegrown athletes whose journeys are brought to life through a powerful hero film. The film showcases how sports nutrition, psychology, physiology, biomechanics, strength and conditioning, and even the support of loved ones come together for an athlete to overcome challenges both on and off the field, to fulfil their sporting aspirations.

The campaign extends into five content videos featuring Team Singapore athletes across a diverse range of sports, including para sports. These athletes share their personal journeys, illustrating the numbers that define their dreams – the countless hours of training, nutritional precision, mental resilience, and the unwavering dedication required to reach the pinnacle of their sport.

Marielle Nones, associate creative director, Dentsu Creative Singapore, commented, “While athletes are typically celebrated in moments of victory and achievements, with this campaign, we aimed to shed light on the often unseen yet essential aspects of an athlete’s journey. It was key for us to use video content to create an authentic and educational narrative. By featuring real athletes and the specialists who support them, we hope to inspire the next generation of sports talent in Singapore and emphasise the importance of a holistic approach to athletic success.”

The campaign will roll out across YouTube, Meta and TikTok, to drive widespread engagement and inspire audiences to appreciate the science, discipline, and heart behind every champion.

The campaign features 11 Team Singapore athletes, and 10 sports doctors and scientists:

1. Amita Berthier (TeamSG Fencer)

2. Chan Han Siong (TeamSG Para Shooter)

3. Izzac Quek (TeamSG Table Tennis Paddler)

4. Joan Huang (TeamSG Goalball Athlete & Coach)

5. Kimberly Ong (TeamSG Wushu Athlete)

6. Loo Keyon (TeamSG Fencer)

7. Megan Lee (TeamSG Shuttler)

8. Riyadh Hakim (TeamSG Cyclist)

9. Shanti Pereira (TeamSG Sprinter)

10. Teh Xiu Hong (TeamSG Shooter)

11. Wong Zhi Wei (TeamSG Para Swimmer)

12. Deanne Pheong (Shooting Coach)

13. Farzad Jalilvand (Strength & Conditioning Coach)

14. Goh Wan Xiu (Sport Biomechanist)

15. Ivan Ee (Sport Biomechanist)

16. Kelvin Ng (Physiotherapist)

17. Oleg Matseichuk (Fencing Coach)

18. Parimala Sivaperuman (Sport Dietitian)

19. Razak Mansor (Strength & Conditioning Coach)

20. Dr Shermaine Lou (Sport Psychologist)

21. Tan Jing Wei (Sport Physiologist)