To drive applications for Singapore Press Holdings Journalism Scholarship, an advertising campaign was crafted, using a typo-lead approach that appeals to the visually oriented target audience, which includes GCE-A Level students, diploma holders and international baccalaureates. It challenges them to find out if they have the dexterity of mind and an innate nose for news to fulfil the demanding career.

The ads are made up of scenarios that touch on current topics, such as human-interest stories, the regions of interest, and environmental issues. The print ads were painstakingly constructed using the six tenets of journalism – Who, What, When, Where, Why and How – resulting in an interesting feast for the eyes that intrigues and provokes, demonstrating that a picture does indeed speak a thousand words.

ADVERTISING | TYPOGRAPHY

CREDITS: Creative Director – Suherman Ismail • Art Director – Ahmad Sadali Ramli • Copywriters – Caroline Chew / Zhu Yumei