The FLASH Mob by Tribal DDB

Singapore’s Public Utilities Board (PUB) has launched a campaign to address floods in Singapore brought about by climate change.

The campaign by the national water agency, called ‘The Flash Mob’ and created by Tribal Worldwide, aims to show how PUB is combating floodwaters with various measures like drainage network, infrastructure and drain improvement works.

In the campaign’s film, a mob of blue figures that are fluid in movement and constantly up to no good to represent the floodwaters. Yellow figures are used to represent PUB’s flood protection measures and the people behind them.

PUB hopes the campaign can encourage the public to build community resistance and preparedness. It previously launched a Telegram channel in November 2021 to update the public about weather and flood warnings.

It explained this because it can only do so much as that flash floods can still occur due to extreme intense rainfall that temporarily overwhelms the drain capacity. They can also happen when there is prolonged rainfall in low-lying areas and when drains are choked with litter.

“PUB remains committed to raising awareness of the dangers of flash floods and have put in place measures to mitigate flood risk. These measures include the expansion of existing drains and canals where possible, construction of detention tanks, and the raising of road levels,” said Cindy Keng, director of the 3P network department of PUB.

“As our weather becomes more unpredictable, and rainfall more intense, we must be prepared for flash floods to occur and know what to do when it happens.”