National Arts Council invites Singaporeans to find growth through the arts
A new campaign in Singapore is highlighting how the arts can transform everyday lives. Launched by the National Arts Council (NAC) and TBWA\Singapore, the initiative positions creativity as a tool for personal growth and confidence. Two short films, Who’s the New Aida? and Who’s the New Ethan?, sit at the heart of the project, showcasing real-life stories of change through artistic engagement.
The Life. Better with the Arts campaign runs from 9 December 2025 to 31 January 2026. It targets working professionals and parents, demonstrating how local arts can support their ambitions. One film, Who’s the New Aida?, follows an office worker—played by Katrin Saß—who gains self-confidence and creative energy through artistic participation. The other, Who’s the New Ethan?, explores a young child finding his voice and building confidence through creative expression.
Beyond film, the campaign spreads across social media and outdoor advertising. Relatable stories under the hashtag #OurSGArts profile local artists and arts groups. TBWA\Singapore emphasises the arts as an accessible way to foster growth, curiosity, and improved well-being. NAC believes the arts can help Singaporeans become their best selves. The campaign invites the public to explore how engaging with the local arts scene can enrich daily life.
The initiative combines storytelling and real-world examples to make its case. By showcasing tangible benefits, it aims to encourage more Singaporeans to connect with the arts. The films, social media content, and public profiles of local artists will remain accessible until the campaign’s end in late January.
