Older content work
Selected work for ConnexionSG - Social Media (2020-2022)
While working on Connexionsg’s Facebook and Instagram from Aug 2020 to Jul 2022, I was part of a three-person team working end-to-end from strategy (editorial calendar, planning campaigns), writing, designing, engaging with followers, ad buys, and managing analytics. I created at least 3-4 posts a week.
Where illustrations were needed, I worked closely with our multimedia designer to dream up the posts. I also worked on a few campaigns with other government agencies, and mentored two interns.
ConnexionSG are Facebook and Instagram pages focused on educational social media content targeted at educators and students, on Singapore’s culture, architecture, history, current affairs, policies, and environment. Everything you see here was created and posted by me.
I came up with campaigns focusing on nature and the environment, and on cultural history (including the built environment and food). I then designed and copywrote social media posts for both Facebook and Instagram, and planned for them on our monthly editorial calendar. For most posts, I took trips out to photograph on my own too, which gave me more content to work with. Those were the years where I learnt a lot about shipwrecked treasures, Corinthian pillars, and Southeast Asian shophouse history, and got good at searching the National Archives for photos.
My work transformed the faceless, inactive Instagram page into a lively and engaging companion on all things related to Singapore. My posts, both on Facebook and Instagram, often saw the highest organic reach and engagement. This helped build brand awareness and a steady stream of content for followers.
Feedback from my coworkers
“ It has been such a pleasure to have worked with you, we were so lucky to have had you on the team. Really appreciate your talent, humour, hard work, decency, responsiveness, care and empathy for everyone. More than just saying something, your stories always had something to say and your strong, kind voice brought meaning and optimism to what we can be as a people and a nation. The world is a better place for having you here. I am certain you will always be a star wherever you go. Thank you for bringing so much grace to the table and for stubbornly working through challenges.” - Ida B., former editor
Selected work for government comms (2020-2023)
In my 3 years in government, I've worked on content for domestic and international audiences, focusing on community engagement, as well as for internal communications and training. I wrote for a range of audiences, planned content types and touchpoints, and used content as a way to build public trust and partnerships within the government. Some of my work that lives on the Internet is included below.
Policy writing:
I collaborated with agencies across government for this, including legal and compliance departments
Singapore's National Statement at the Biological Weapons Convention RevCon 2022 which I delivered at the meeting (left)👇
I planned and delivered a training session in Phnom Penh in January 2024 for Cambodian government officials, on invitation from the Biological Weapons Convention. (right) ☝️
Internal Communications - Monthly Newsletters:
Some of my work can be found here.
Community engagement and educational content
I also copyedited all the long-form articles related to social and national identity, and those related to the economy. As editor for the site, I made sure that our content was coherent, proofread, and SEO-optimised.
As many writers were working together on the same product/site, I also produced my team's first style guide.