We wanted to kickstart our campaign with a common scene that the average Singaporean would have come across at least once in their lifetime: a couple fighting in public, but intensified with the element of physical assault. We want to challenge the reader to not succumb to the Singaporean, even Asian trait of being ‘paiseh’ but to speak up and intervene when a situation calls for it.
The couple is interposed in the foreground so that their facial expressions are clearly visible. Their black dress code contrasts greatly against the blue and beige background, drawing viewers’ eyes to them first, highlighting the urgency of the situation. Viewers’ eyes are then led to the protagonist on the left. Though her expression indicates worry and a desire to step in, her body language gives away her hesitation as well. Viewers are then drawn to the brightly-coloured copy, which complements the blue, orange and white superhero colour scheme standardized across the four pictures.
We added a hand-drawn, comic-esque cape to emphasize our concept of the ‘everyday hero’ in a fun and lighthearted way. This is exemplified by snappy slogans, showing that any average person can be a hero just by speaking up.
