Every Support Counts

This campaign challenges the perception that sports success is measured only by medals and wins. Addressing the belief that government support comes only after achievement, the work reframes sport as a journey, one shaped by sustained effort, resilience, and an ecosystem of support.

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Built on the idea Beyond the Numbers, the campaign follows four Singaporean athletes, counting every act of support behind their progress, from training and preparation to emotional encouragement. Extended across social platforms, the story broadens to include more Team Singapore athletes, shifting attention from outcomes to the people and systems that make success possible.