THE WHO & WHY
Shahnaz is an interior design firm that works exclusively with hospitals, using colour, texture, and design to create environments more conducive for healing. They found lots of trade publications wanting to speak with them, but couldn’t hook mainstream media attention because of how niche their work is.

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THE HOW
Moving away from the technical perspective they had been taking with their media outreach, I instead wrote a more emotive pitch, using simple quotes that tugged on the heartstrings and led up to a subversion of expectations. 

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MY WORDS

“Mama, this place looks scary…”
“I don’t want to be here!”
“Please, when can I go home?”

We’ve all heard some variation of this — not in a haunted house or a creepy forest, not in a dark or cramped place, but in the bright, white, sterile confines of… a hospital.

They may be ‘hospitals’ in name, but many of them are probably some of the least hospitable places to be. If you’ve ever had to go to the hospital, you’ve no doubt walked down long, dreary corridors and stared at an endless expanse of white while you waited.

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MEDIA FEATURES IN

THE WHO & WHY
One of Singapore’s oldest homegrown skincare brands, Ice’s Secret was looking to do two things: re-insert itself as a voice of authority in current media conversations, and dispel the notion that skincare is a luxury rather than a necessity.

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THE HOW
At the time, Singapore was preoccupied with their haze season, projected to be the worst in a while. I saw the opportunity to ask a pressing, “relevant now” question that would highlight the protective barrier of skincare: why are we only focusing on filtering the air we breathe in, and not the air that touches our face?

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MY WORDS

Winte— Haze is coming.

And not just any haze, either. In the next few months, Singapore is expected to see its worst haze season in eight years.

Between the government’s mask distribution contingency plan and our recent (but completely warranted) obsession with air purifiers, our response systems have mostly been concerned with filtering the air we breathe. But what about the air that comes into contact with our skin?

According to Quinn Chen, one of the women behind Singaporean skincare specialists Ice’s Secret, this is an equally pressing conversation to be had. Airborne pollutants in haze destroy the collagen, proteins, and lipids that make up our skin’s natural protective barriers.

The resulting inflammatory flare-ups can spell disaster for those living with skin conditions — especially in Singapore, which has one of the highest rates of eczema in the world.

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MEDIA FEATURES IN

THE WHO & WHY
This little franchise of community clinics operates on the belief that preventive care would reduce stress on Malaysia’s overcrowded public hospitals. They wanted publicity that could start a conversation on why preventive care should be taken more seriously, because most Malaysians don’t see the point of paying while they’re still healthy.

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THE HOW
The aim is always to make journalists invested in a story, and one way to do that is relatability. That’s what I wanted to achieve with a “calling you out” introduction, starting the pitch with something almost all of us are guilty of. (And, of course, how could I pass up the opportunity to write in the voice of a mildly exasperated Asian mum?)

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MY WORDS ①

“It’s Called Health Care, Not Sick Care, For A Reason”

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MY WORDS ②

Look, we’ve all been guilty of this at some point. Taking our vitamins only when we start feeling the telltale signs of a cold coming along. Only minding our diets when something feels off. Thinking about the doctor’s or maybe living healthier when we’re already too sick to get out of bed.

If you stop to think about this, is it really health care if we’re only taking care of ourselves when we’re already unwell?

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MEDIA FEATURES IN

THE WHO & WHY
As a bridal jewellery studio exclusively using sustainable lab-grown diamonds, Authica already had a significant media presence in Singapore. When we started working together, they were looking for ways to get another round of publicity, but didn’t know how to navigate media fatigue over such a niche topic.

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THE HOW
“If the industry isn’t disrupting anything right now, then is something disrupting the industry?” Asking myself this question brought us to the eventual subject of our pitch: how older Gen Zs are getting married, and what this means for wedding jewellers.

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MY WORDS ①

“In this economy?!”

Yep. Gen Zs may scoff in the face of many a traditional institution, but marriage is apparently not one of them. 70 per cent of young Singaporeans still want to get married — even if they don’t think it’s entirely necessary for a fulfilling relationship.

As the first few cohorts of Gen Z begin to come of age to walk down the aisle, there’s been tons of coverage about what that means for the style, scale, and timing of weddings. But not much has been said about how they’re shaking up where it all begins: the engagement ring.

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MY WORDS ②

During their time at Goldheart, Iris and Sharon spent the better part of a decade analysing and nurturing different customer demographics. And what they learnt in the case of Gen Z was that Beyoncé was wrong: ‘if you liked it, then you shoulda put a ring on it’ didn’t 100% apply to younger brides- and grooms-to-be — a regular diamond ring simply would not do.

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MY WORDS ③

As the generation most likely to make purchasing decisions based on brand ethos, they are more than happy to say ‘I don’t’ to the commodified approach most jewellers apply to ring shopping.

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MEDIA FEATURES IN

THE WHO & WHY
The idea behind Christy’s in-house studio specialising in handmade leather goods was actually sparked by a gift from her husband. The couple, who now run the studio together, wanted a brand introduction that would capture the dreamy romance behind its origins.

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THE HOW

When the occasion is right, I love the challenge of weaving wordplay and metaphors into my writing! The moment I heard Christy narrate her story, I knew I wanted to use structures reminiscent of classic fairytales, and take full advantage of this brand story’s proximity to an emotion as universal as love.

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MY WORDS ①

Our story: a fairytale beginning, a labour of love

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MY WORDS ②

Never in her wildest dreams did Christy Foh think her life would change course the way it did at age 44, when her husband gifted her a handbag to commemorate a special occasion.

Handmade with incredible detail that bespoke the hours of loving craft in each stitch, this one handbag sparked the journey of a lifetime — one that eventually transformed their home into a little studio for artisanal leather creations.

And so it became their dream to share this same love and care with the world, translated into each and every bag that they’ve made since.

THE WHO & WHY
Hailing from a small studio in Malaysia, OXWHITE evolved from made-to-order work shirts to a lifestyle cult favourite in just under a year. But the rapid expansion meant a new market with new customers — and a need for new team members to manage customer experience amidst surging demand.

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THE HOW
Sure, LinkedIn could’ve done the job. But who better to know what loyal supporters want than their customers themselves? We opted for a Facebook Community post, where I connected their recruitment message to the very thing their customers look for in fashion: the perfect fit.

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MY WORDS ①

We’re all about the fit.

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MY WORDS ②

Here at OXWHITE, we tailor more than just clothes. Our Customer Experience team is looking for new team members who are passionate about tailoring every aspect of service to our customers’ needs, so that we can continue to be the perfect fit for them.

THE WHO & WHY
This investment-linked medical plan from Great Eastern was a departure from its usual: it offered protection not only for the self, but also for the spouse. This meant that the marketing team had its sights set on young couples who were planning to tie the knot.

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THE HOW
I find a lot of joy in unearthing threads between two seemingly unrelated concepts and weaving them together! Insurance and marriage have quite a bit of common ground — they’re both long-term commitments meant to double the joy and halve the sorrow — and decided to have a little fun with that.

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MY WORDS ①

“I promise to be true to you, in good times and in bad, in sickness and in health.”
That’s our vow too.

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MY WORDS ②

Say “I do” to a marriage between your financial and medical security.