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Shell

Shell

Challenge

Shell Singapore required strategic communications outreach in conjunction with International Women’s Day in March to encourage women to join the shipping industry in roles that are predominantly dominated by men.

Solution

Fifth Ring and Shell Singapore worked together to identify potential profiles within the organisation that could be featured. We engaged Fadhiilah Abdul Wahab, a 25-year-old Fourth Engineer at Shell and one of two Singapore female marine engineers, for a profile feature. The angle was to profile the role of a ship engineer and how ship crews live their life at sea through the eyes of a female.

We secured an exclusive profiling opportunity with CNA and conducted the necessary work to prepare Fadhillah for the interview. We also coordinated the interview session and supplied the journalist with all necessary post-interview details and materials.

Results

Coverage of the profile feature on CNA Lifestyle – Women

Syndication of the feature on BERITA Mediacorp

Key Information

About Client

Shell aims to meet society's energy needs in economically, socially, and environmentally viable ways now and in the future. It has been in Singapore since 1891 and has businesses including trading and marketing liquefied natural gas; manufacturing, trading, marketing, and shipping oil products and chemicals; and developing renewable energy solutions.

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Our Role:

Media Engagement

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