People think Singapore is a clean city when in fact Singaporeans rely on a huge army of cleaners to pick up their mess. The reality is that 1 in 3 Singaporeans litter and that there are upwards of 70,000 cleaners of average age 60+ constantly working behind the scenes. Our opportunity is to break the inertia and make Singaporeans conscious of littering. The objective is to move the needle to a Singapore that feels collectively responsible as to the cleanliness of the country.

People aren’t always conscious of their littering or what constitutes littering in the first place. To drive our key message it is crucial to make littering antisocial and call littering out as a behavior in society that should be eradicated.

Unlittering With Mary Chongo is a culturally relevant campaign that replicates the emotional drama from the Netflix series Tidying Up With Marie Kondo in a captivating fashion to deliver our message. This approach uses current content viewing behaviour as well as pop-culture to bring littering to the public consciousness and make the act of cleaning up after yourself a little more joyful.