Celebrating Migrant Stories with the International Migrants Day Concept Train Launch
- Case Studies
In an exciting partnership with the Ministry of Manpower (MOM), Stellar Ace is proud to have launched the International Migrants Day (IMD) Concept Train at Ang Mo Kio MRT Station. This vibrant and meaningful campaign celebrates the diverse passions, talents, and personal stories of Singapore’s migrant community. It’s a powerful reminder that behind every essential role is a human story full of passion, resilience, and individuality.
The launch was graced by Ms. Joan Moh, Deputy Secretary (Workplaces) at MOM, as well as representatives from MOM, SMRT, Migrant Workers' Centre (MWC), the Centre for Domestic Employees (CDE), and featured migrant workers whose stories appear within the train. This initiative brings meaningful storytelling into the heart of Singapore’s transit network. It’s a powerful example of how out-of-home (OOH) advertising can be used to amplify community messages and inspire connection.
Honouring Contributions Through OOH Storytelling
The IMD Concept Train is more than just an ad space—it’s a platform for social impact. Through out-of-home (OOH) displays, the train features the stories of migrant workers, showcasing their unique experiences and contributions to Singapore. This initiative is a prime example of how OOH advertising can bring community-driven messages to millions of commuters, sparking conversations and creating a deeper connection between brands, causes, and people.
At Stellar Ace, we believe in the power of personalised OOH advertising to move beyond traditional advertising. This campaign demonstrates how interactive displays and high-traffic touchpoints can be leveraged to:
- Engage commuters with impactful, community-focused stories
- Foster empathy and connection through real-life narratives
- Celebrate diversity and the role of migrant workers in building and enriching our communities
The IMD Concept Train helps commuters pause and reflect on the vital contributions of migrant workers, while also elevating the overall commuter experience with thought-provoking content.
Celebrating Migrant Contributions Through OOH Advertising
The IMD Concept Train serves as a perfect example of how OOH advertising can be an instrument for social good. By amplifying the stories of migrant workers, the campaign fosters greater empathy and recognition for these essential workers. It demonstrates that OOH advertising is a powerful tool for promoting diversity, inclusivity, and human connection.
Through this collaboration with MOM and other community partners, the IMD Concept Train successfully brought these impactful stories to commuters, inspiring kindness, respect, and awareness for the migrant community’s role in Singapore.
What This Means for Brands: OOH Advertising That Makes a Difference
The Concept Train campaign demonstrates the unique advantages of Stellar Ace’s OOH network:
- Prime commuter touchpoints like MRT stations to reach high-footfall audiences
- Impactful storytelling through train assets that engage and resonate with commuters
- Fostering community connection by using OOH as a platform for social responsibility and engagement
This campaign is proof that OOH advertising can deliver more than just brand awareness—it can inspire change, build empathy, and foster a sense of shared responsibility.
Ready to Create an Impactful OOH Campaign?
Stellar Ace’s network spans Every Street, Every Screen, Island-wide — offering unmatched reach and opportunities for creative, high-impact executions.
If you’re looking to turn your next campaign into a breakthrough moment, we’re here to help bring your ideas to life. Contact us here and let's make it happen!