Ang Mo Kio Town Council engaged us to address ongoing cleanliness and rodent management issues in their neighbourhood.
Instead of approaching it in a purely instructional way, we developed a series of creative, easy-to-understand videos designed for both social media and lift lobby screens
AMK TOWN COUNCIL
CLEANLINESS & RODENTS CAMPAIGN
Client: Ang Mo Kio Town Council | Project Date: 2025
Rodents Management
Through our research and ground observations, we noticed that one of the key drivers behind the rodent problem was improper disposal of food waste and clutter left in common areas. These everyday habits unintentionally create ideal conditions for rats to grow and thrive.
For example, we portrayed rats as if they were “looking for BTO flats” except the litter and clutter we leave behind becomes rent-free housing for them.
By using familiar references, we made the problem easier to understand and harder to ignore.
Alongside the humour, we highlighted the real consequences of rodent infestations such as hygiene risks and property damage through our videos and on-ground activation event.
Cleanliness
For our cleanliness campaign, we wanted to shift the common narrative that was circling in the neighbourhood that the problem was the lack of cleaners and failure of the town council.
Cleanliness is a shared responsibility. In fact, the uncomfortable truth is that the culprits are often our own neighbours — and sometimes ourselves.
The campaign encouraged residents not only to do their part, but also to gently call out and correct irresponsible behaviour within the community.
By reframing the issue as collective accountability rather than outsourced maintenance, we aimed to spark peer awareness and a stronger sense of ownership over shared spaces.