Sleep

Target audience — Singaporeans (third most sleep deprived city), or more specifically, students

Goal — To encourage Singaporeans to sleep more by focusing on the negative consequences of the lack of sleep

Ideas

1. Sleep deprived people looking like zombies. The video would depict them in various scenarios, where they are sluggishly carrying out their tasks (and failing to do so). Audio narration: “This is not a zombie. This is you when you don’t have enough sleep…(Sleep related facts.)” Eventually the ‘zombies’ will drop dead to the floor (having over-worked, they give way) from exhaustion. Photos for this can be the ‘zombies’ depicted in various scenarios. Or the work they produced (like a really bad drawing by a professional artist, or a horribly written essay by a student/ researcher)
2. Split screen of a student in Singapore and another country (ie, Australia). A clock would be shown, showing the daily routines of people in Singapore and Australia. This would also show the difference in the productivity of both individuals, highlighting the difference of having enough sleep. The student in Singapore, having had so little sleep, would be visibly tired whereas the student in Australia would be energetic and fresh.
3. People sleeping at different locations where they do not normally sleep at. Exaggerated examples would be used to create a comedic effect and also highlight the consequences of not sleeping well. Examples include drastically different scenarios like fish market, beach, school, work, at home etc. We can compare each element like how they would look in the normal case, the only difference would be that the subject matter is asleep. And the catchphrase can be “Life isn’t right when you aren’t awake.”