From bustling hawker centres to iconic historical architecture, Singapore’s rich cultural heritage holds powerful potential for storytelling. In celebration of the nation’s 60th year of independence, Pitch It! 2025 shines a spotlight on the theme “The Singapore Story”. Organised annually by the NUS Communications and New Media Society (CNM Society) since 2013, Pitch It! is a nationwide competition that encourages tertiary students to unleash their creativity and inspire social change through the use of diverse forms of media.

This year’s edition, held from April to July, was organised in partnership with Mediacorp’s Bloomr.SG (a content creator network to foster creative talents), the Singapore Heritage Society, and the Singapore Film Society. Featuring the problem statement “How can we enhance the telling of The Singapore Story – celebrating its colonial landmarks, traditional music, kampong life, and hawker food – in a way that fosters unity, pride and cross-cultural appreciation?”, Pitch It! 2025 challenged participants to develop compelling advertising or social media campaigns to bring these stories to life.

Learning to tell cultural stories
The four-month journey saw 24 student teams from polytechnics and universities competing for up to S$3000 worth of cash prizes. To kickstart the creative process, participants attended two highly anticipated masterclasses.

The first, co-led by Mr Han Ming Guang from the Singapore Heritage Society and Ms Priyanka Nair from the Singapore Film Society, highlighted the importance of authenticity in presenting Singapore’s cultural narratives and the role of youth in shaping national memory. Participants were encouraged to think critically about how campaigns could move beyond nostalgia to foster inclusivity, representation, and long-term relevance. Drawing from their own experiences in heritage conservation, Mr Han and Ms Nair shared the challenges they faced in raising public awareness and offered practical insights into the strategies and campaign approaches they employed to address them.

In the second masterclass, Mr Diogo Martins and Ms Denise Tan from Mediacorp’s Bloomr.SG introduced participants to the anatomy of a successful digital campaign. Using real-life case studies, participants explored how to integrate social media trends with emotive storytelling to drive public engagement. They came away with a deeper understanding of how creativity, data, and empathy intersect to create impactful media campaigns in today’s fast-paced digital landscape. Renee Chew, a Year 2 Communications and New Media student from the NUS Faculty of Arts and Social Sciences (FASS), said, “The masterclasses were incredibly engaging and helped us to develop our campaign effectively.”

The top prize went to Team Wing Wing for their campaign #HearOurSingaporeStory, which centred on the power of sound to connect generations. At unique phone booths located near historic sites such as the Victoria Concert Hall, Clarke Quay and the Esplanade, seniors and youths can share personal stories about Singapore’s iconic landmarks and traditions – creating more authentic and emotionally resonant stories which can be shared and appreciated across generations. Mr Han highlighted how the team had a long-term vision to sustain their campaign beyond their initial proposal and had good environmental scanning. This was one of many reasons why their pitch stood out from the rest.

Also featured at the Grand Finals was a panel discussion on “Heritage, Media and Inclusive Narratives” with Mr Han, Ms Nair and Dr Jinna Tay, Senior Lecturer from the FASS CNM Department. The panel explored key challenges in heritage communication, including how to represent culture responsibly amid commercial interests, adapting to shifting media consumption patterns, sustaining long-term interest in heritage beyond one-off campaigns, and finding a balance between data-driven content strategies and meaningful storytelling.