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URA:
social
The Brief
The Urban Redevelopment Authority (URA) needed to make urban planning more relatable to everyday Singaporeans. I led a strategy that shifted the narrative from technical plans to human stories through “The Extraordinary in Our Everyday.” By highlighting community voices, personal perspectives, and unexpected insights about Singapore’s spaces, we built emotional connections and sparked meaningful conversations. This approach drove exponential growth across video views, engagement, and positive sentiment.
Concept
At the core of URA’s content evolution was a concept that transformed complex urban planning ideas into relatable, human-centered stories. “The Extraordinary in Our Everyday” was built on the belief that every space holds a story, and every plan reflects a dream for Singaporeans. This approach highlighted extraordinary individuals whose aspirations aligned with URA’s long-term vision, gave everyday residents a platform to share their unique perspectives, and featured regular Singaporeans whose encounters with urban spaces inspired a sense of ownership and belonging. By shifting the focus from grand plans to personal narratives, URA cultivated a deeper sense of connection and engagement. This fresh, people-first approach not only reshaped public perception but also positioned URA as an organization that listens, understands, and values the voices of the community.
Bringing Urban Planning to Life: A Dynamic Blend of Video and Static Content
“The Extraordinary in Our Everyday” came to life on URA’s social platforms through a variety of engaging and relatable content. On Facebook, we posted inspiring stories of everyday Singaporeans whose dreams aligned with URA’s plans, user-generated perspectives that showcased unique experiences in familiar places, and fun facts about Singapore’s urban spaces that sparked curiosity. We also introduced #YouAreA, a series spotlighting the diverse roles of URA staff, and Planned Places, which featured cinematic videos highlighting the evolution of key spaces. Interactive posts encouraged conversations, while behind-the-scenes insights into URA’s processes fostered a deeper connection with the community. By weaving human stories into urban planning, these posts not only increased reach and engagement but also built stronger public understanding and appreciation for URA’s work.