Ad agency Publicis approached Johnson Banks after coming across its Arkitypo project – a 3D printed alphabetic study of typography.
Some of the techniques from this project have fed into the Beyond Social Services campaign, which has taken on the form of letters connected by long strands, and the idea of typography.
Michael Johnson says, ‘In Singapore, youths-at-risk are often stigmatised, and seen as hopeless and having no future. To get more volunteers for its youth rehabilitation programmes, the idea was to show that a juvenile delinquent can become a useful member of society with everyone’s support.’
The strapline Lives can be rearranged when we care supports an anagram technique showing alternative futures for young people with potential who have been written off.