The Crime Prevention Campaign comes up for tender every two years. I’ve been fortunate enough to win it twice in a row. The first campaign I did advised Singaporeans to be very careful about where they put their valuables and belongings so as not to make life easier for criminals. The slogan I came up with was “Don’t Be An Easy Target For Crime”.

Two years later, I pitched for and won the Crime Prevention tender yet again. What won it was the slogan: “Low Crime Doesn’t Mean No Crime”. To my delight, this slogan ended up becoming part of Singapore’s everyday vernacular. In fact, this line became so popular it has recently being revived and reused again as part of a new campaign. (I wonder if I’m entitled to any royalties?)