Advertising Singapore

Singaporeans given food for thought with ‘Choose Good. Do Good’ carbon comparisons


By John Glenday, Reporter

October 24, 2019 | 2 min read

Singapore citizens are being urged to play their part in addressing the climate crisis through a new brand marketing campaign for hydroponic farm specialists Sustenir.


Singaporeans given food for thought with ‘Choose Good. Do Good’ carbon comparisons

Choose Good. Do Good has been launched by Iris as a means of motivating people to take small steps to reduce their carbon footprint by choosing local produce to help build a circular economy that is less reliant on natural resources.

Coinciding with the international day of climate action this approach throws into stark relief the varying carbon currency between Sustenir’s vertically grown products and their imported equivalents. The message being carried nationwide via print, out-of-home, social media, influencers and PR.

Among the eye-opening stats is the equating of one day’s worth of imported lettuce to 28 round the world trips while a single day’s consumption of leafy greens has been likened to leaving a car running for seven years.

Ben Swan, co-founder and chief executive of Sustenir, said: “As a country, Singapore has limited land and resources. The carbon currency shows the environmental impact and the huge carbon debt the small nation owes to the world. We hope that Choose Good. Do Good. is an enabler of better choices and encourages everyone to build a better world one step at a time.”

Singapore has committed itself to produce 30% of its nutritional requirements locally by 2030 to bolster food security and the environment, fueling the rise of the sustainable brand.

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