The Welcome the World (WTW) Facebook campaign was envisioned, created and managed by members of the New Media Team within MCYS in partnership with seven youth volunteers (then aged 17 years old), who called themselves the FADERS², from Ngee Ann Polytechnic. The campaign strategy and ideas were crafted with the focus on exciting and rallying Singaporeans, particularly youth, to get involved in the Games in one way or another. With the passion of the youths and the resources and ingenuity of the New Media Team, the campaign was launched successfully within a month, receiving over 18,300 ‘likes’ immediately.
The New Media Team and the youths were very active and creative in constantly creating online activities and shaping topics and discussions to grow the involvement from the fans. By the end of three months, after the conclusion of the Games, multiple online contests, hundreds of videos and photographs later, the Page had jumped to hit over 50,000 ‘likes’ from 19 countries, with more than 6 million post views.
The original intention was to stop the Page after the Games. However, WTW Page had taken a life of its own. Fans were asking for the Page to be kept open as they had become very attached to it. The youth volunteers also wanted to keep the Page alive. The New Media team felt that with the huge impact and reach of the Page, it would be a waste to stop. With the encouragement of the Fans and the dedicated of the youth volunteers, the Page evolved into an online platform that showcased the vibrancy of Singapore, engaging young Singaporeans to get involved in the country and contribute back to society. In addition, this platform developed into an avenue where fans could develop their individual interests and skills and also further the cause of our Ministry. The Page covered other major events, such as the Singapore Formulae One Grand Prix and Standard Chartered Marathon Singapore, and many cultural festivals, such as Chinese New Year and Hari Raya. Contests were organised to educate and engage fans on aspects such as Singapore’s multicultural diversity and sports/athletes development in Singapore.