Dentsu Singapore has been appointed by the Land Transport Authority of Singapore, the government body responsible for managing land transport infrastructure in the nation, to launch a public education campaign encouraging graciousness amongst commuters taking public transport. The campaign is part of the authority’s Graciousness on Public Transport programme which enters its fifth year in 2014. Dentsu Singapore was awarded the project following a four-way pitch in December 2013. Commencing in June 2014, the six-month project is Dentsu Singapore’s second campaign with the Land Transport Authprity.
Rosalynn Tay, a year into her role as Chief Executive Officer of Dentsu Singapore, commented, “Without tooting our own horn, I must say that it’s great to see the team coming out on top in such hotly-contested pitches. We welcome this opportunity to extend our relationship with the Land Transport Authority of Singapore and to participate in encouraging more gracious behaviour on our trains and buses.”