The Spark

The Singapore Army has long been perceived as male-dominated and physically demanding barriers that have kept many women from considering it a viable option. To attract more women, we needed to challenge these stereotypes and highlight how the Army offers meaningful opportunities for leadership, personal development, and a chance to make a real difference, regardless of gender.

The Idea

 "Anything But Regular" celebrated the bold, resilient women who have forged their own paths in the Singapore Army. By spotlighting real stories of female soldiers, we reframed the Army as a place where women can lead, excel, and thrive. The campaign portrayed the Army as not just a career but a platform for empowerment and self-discovery, where women break barriers, challenge themselves, and inspire others.

​

The Flex​

• 20% increase in female sign-ups during the campaign period.

• The campaign generated over 2 million video views,

• A post-campaign survey showed a 50% increase in women perceiving the Army as a supportive and empowering workplace.