We Support NS

Supporting National Service is something we believe in — both as an employer and through the work we do.

At JAB Design, that support has taken different forms over the years: supporting our own National Servicemen (NSmen) in fulfilling their NS commitments, and putting our creative capabilities to work for organisations showing their appreciation for those who serve.

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Supporting our NSmen

Our commitment to National Service starts within JAB. We recognise the responsibilities our NSmen carry and give them the support they need to fulfil those commitments.

Our support was first recognised with the NS Mark in 2018. This was followed by the NS Mark (Gold) in 2021 and, in 2022, the NS Advocate Award for SMEs under the Total Defence Awards (TDA).

NS Mark (Gold)

Awarded on 30 June 2021, the NS Mark (Gold) recognised JAB Design for exemplary support for Total Defence and National Service.

NS Advocate Award for SMEs

In 2022, JAB Design received the NS Advocate Award for SMEs under the Total Defence Awards (TDA), recognising our continued support for National Service as an employer.

NS Mark tiers
The NS Mark comprises two tiers of accreditation — the NS Mark and the NS Mark (Gold). Both accreditations are conferred for a period of three years.

Recipients of the NS Mark (Gold) that have demonstrated exemplary support for NS and TD will be considered for the prestigious NS Advocate Award.

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Supporting NS together

JAB Design was among the SMEs recognised with the NS Advocate Award for SMEs in 2022. We were proud to be recognised alongside other SMEs that support National Service and our NSmen.

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Thank You for Your Service

Our support for National Service has also found expression through our creative work.

For SAF Day, JAB Design developed the campaign concept and creative direction, led the art direction, conducted the photography shoot, and adapted the campaign across physical and digital touchpoints.

Participating F&B, retail and other establishments offered special promotions and privileges to NSmen and active NSFs, typically upon presentation of their SAF identification or when visiting in uniform.

Behind the campaign

The campaign was developed across physical and digital creative applications used by participating establishments, including posters, wobblers and digital screens.

Bringing the shoot together required careful coordination — from the servicemen and military equipment to our youngest talents. Credit goes to the MINDEF team for coordinating the servicemen and military equipment for the shoot, and to Changi Airport for providing the location.

Working with military personnel and equipment at Changi Airport Terminal 3 presented its own challenges. So did getting the children comfortable enough to give us those wonderfully natural moments — but that was part of what made the shoot memorable.

The result was a warm, human campaign celebrating the men and women who serve.

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NSmen WhatsApp stickers

Our creative support for NS took a rather more informal form too.

JAB Design developed a collection of 80 NSmen-themed WhatsApp stickers, bringing familiar expressions and experiences from National Service into everyday conversations.

Originally made available through NS.sg, now OneNS (www.ns.gov.sg), the stickers are being preserved here as part of JAB’s work in support of National Service.

Download the NSmen WhatsApp stickers

The complete collection comprises four sets of 20 stickers:

Set 1 → 20 WhatsApp Stickers (Hormat SAF)
Set 2 → 20 WhatsApp Stickers (Kena Sabo)
Set 3 → 20 WhatsApp Stickers (Sign 1206)
Set 4 → 20 WhatsApp Stickers (By Right Cannot)

These are Sticker.ly links. Sticker.ly is free to use for downloading, creating and sharing stickers, with an optional paid Sticker.ly PLUS subscription.

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A little something for our NSmen

We also created this We Support NS postcard, giving people a simple way to write a personal message of appreciation to an NSman.

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