THE ADVENTURES OF NANCY SIEW:
THE CASE OF THE JUNGLE FOWLS

Client: Teck Ghee Community Channel | Project Date: 2024

In Teck Ghee, concerns were growing around the increasing presence of jungle fowls in the neighbourhood. Residents had questions about noise, safety, and how to manage encounters — and misinformation was circulating alongside frustration.

To address these concerns, we created a community-focused campaign anchored by a central video featuring street interviews with Teck Ghee residents. We also brought in a bird expert to answer commonly asked questions and provide factual, accessible information about jungle fowls — helping residents better understand their behaviour and how to respond appropriately.

To make the topic more engaging and relatable, we introduced the persona Nancy Siew — a self-proclaimed “neighbourhood detective” (inspired by Nancy Drew) who sets out to investigate and get to the bottom of local issues. Through this light, familiar character, the campaign balanced education with warmth, making it easier for residents to engage with the message.

Beyond the main video, we developed supporting content adapted for social media — including short animated explainers, bite-sized street interview clips, and carousel posts that distilled key information into digestible points.