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Asia PR Werkz appointed for TOTAL DEFENCE 2016

Press Release   •   Feb 10, 2016 17:15 +08

The Ministry of Defence (“MINDEF”) has appointed Asia PR Werkz for the management of Public Relations and Online Engagement for Total Defence 2016, a campaign organised to raise Singaporeans’ awareness of Total Defence and encourage them to play their part in making Singapore strong and secure. Asia PR Werkz will be developing and executing an integrated communication strategy that includes media management and will oversee the campaign’s online engagement effort. Creative agency formul8 is working with Asia PR Werkz to develop the visual identify for the campaign and designing and production of campaign collaterals.

As we embark on Singapore’s next lap, Total Defence 2016 aims to reaffirm everyone for their contributions towards Total Defence, which in turn, is crucial in keeping Singapore safe and strong. It also inspires everyone to consider the role that they can continue playing in Total Defence, especially in today’s context, where threats have not only increased, but have become more varied in nature (e.g. lone-wolf terrorism, cyber-attacks, economic slowdown etc.)

As part of the efforts, there will be a Total Defence 2016 Exhibition which will feature the inspiring stories of people who have contributed in their own ways towards Total Defence. The campaign will also be refreshing the Total Defence song which was created back in 1984. 32 years on, the lyrics are being refreshed to make it more relevant to Singapore’s context today. A music video produced by the Asia PR Werkz team will be released as part of the campaign.

The project is led by Ms Cho Pei Lin, Managing Director, Asia PR Werkz. The online engagement effort is led by Ms Sharon Koh, Director, Asia PR Werkz.

For more information on Total Defence 2016, visit

Asia PR Werkz is defined by our dedication and commitment to provide insightful analysis and strategic counsel to clients. Since 1996, our firm is uniquely led by a team of owners-directors who combine keen business acumen with a wealth of experience to design and deliver bespoke communications solutions and successful marketing campaigns for our clients across Asia Pacific. We are distinctly set apart by the pride we take in our work.