Advertising & Public Relations (APR) grounds students in theoretical frameworks in communication behaviour, media characteristics, strategic campaign planning and brand management processes. APR students are constantly challenged to provide creative solutions within realistic market scenarios and are given the opportunity to showcase their skills through various campaigns for real-life clients.


Students apply their skills and knowledge by working on a capstone project during their final year. It consists of an integrated marketing campaign based on briefs from established organisations. They gain first-hand experience of pitching to sponsors and collaborating with stakeholders, brands and influencers to carry out a real-life campaign for an external client.

Today's Legacy; Done Right

Our Capstone class in the October semester – aka TLDR Agency – conceptualised the social media strategy, planned monthly events, as well as provided photography services for our client, Core Collective.

Core Collective is a community of fitness and wellness professionals offering a comprehensive range of fitness and wellness programmes. As Core Collective has distinct target audience groups – the corporate crowd, families and expatriates – our challenge was to create customised marketing materials and content that resonate with each segment.

Love, Yourself

The Love, Yourself campaign was a collaboration between Singapore Cancer Society and the AGOCY agency comprising students from the April semester Capstone class. The campaign aimed to raise awareness of the human papillomavirus (HPV) and cervical cancer, as well as to encourage girls to get their HPV vaccination.

As part of the campaign, we conceptualised and held roadshows at several Institutes of Higher Learning (IHLs) where students could try self-care activities such as tea-sampling and henna art. Working with brands that appealed to our target audience, the campaign was carried out both online – via Instagram using the profile @loveyourselfbyscs – and offline through the roadshows.

Did you know?

Did you know that industry connection is an APR hallmark? APR students learn directly from industry professionals with our own unique agency-based learning approach, while internship stints at leading agencies provide essential real-world exposure. With two fundamental disciplines in marketing communications offered in one comprehensive programme, students are able to create effective advertising messages and credible PR campaigns.


The main aim of the The Crowbar Challenge – an inter-school competition organised by the Association Of Accredited Advertising Agents Singapore (4As) – was for participants to develop an advertising pitch within 48 hours upon receiving the client's brief. We are thankful and honoured that our proposal eventually earned the title of Second Runner-Up.

In the 2019 edition, the National Parks Board (NParks) commissioned the teams to come up with a campaign to address the discrimination against street-bred mongrels, as well as encourage more households to adopt them. Another criterion was that campaign ideas must make use of Moove Media's platforms on the public transport network owned by ComfortDelGro and SBS Transit.

School of Film & Media Studies, Ngee Ann Polytechnic