10 Years of Bask Communications: A Journey of Purpose, People and Impact

Written by Ng Lay Peng
 

When I resigned from my job as an impulsive 20-something and registered Bask Communications in September 2016, I wanted a career in communications that felt meaningful and purposeful, work that made a real difference to the people, community and businesses that I represented.

I never imagined I would be here a decade later, celebrating 10 years of Bask.

I never dreamt of building a big agency, growing a big team or landing big-name accounts (although, of course, that would be awesome!). What mattered more was being a genuine partner to my clients and doing work that made a difference. If anything, that conviction has only grown stronger over the years.

I am particularly proud of our work in the non-profit, healthcare, and health and fitness sectors, where communications can play an important role in raising awareness, shifting perspectives, making information more accessible and giving people a voice.

It has been a long and winding journey. I am incredibly grateful to the brands and organisations that have trusted me with their stories, especially those who chose to work with me when Bask was, for the most part, a one-person operation.

The early days had their highlights. Our 2018 campaign for Red Bull Singapore during the Singapore Grand Prix won Silver for Best Use of Broadcast and Bronze for Most Creative PR Stunt. Working alongside my videography partner, Justin Fernando, and the Red Bull team, we produced the Dan & Max Try to Open a Durian video, which has since been watched tens of millions of times around the world and continues to resurface every year.

With the Red Bull Singapore team


I remember this project fondly because it showed what is possible when a client and consultancy are aligned, trust each other and work closely together as partners.

Over the years, we have also worked with major consumer and lifestyle brands including FWD Singapore, Wingstop, Dorsett Singapore, BZU BZU and sporting event, T2 Diamond.

But the engagements closest to my heart are the ones where we bridged connections on a human level through purposeful storytelling:

365 Cancer Prevention Society, Down Syndrome Association (Singapore), Singapore International Foundation and Love Action Project

365 Cancer Prevention Society’s Bloom with Hope 2026

Working with non-profits and social enterprises has reinforced my belief in the power and responsibility of storytelling. It is about making sure the people behind the causes are heard, and that their stories are shared with dignity, empathy and respect.

 

Working with veteran artiste Chen Liping for 365CPS’s Are You at Risk? Free Lung Cancer Screening Campaign 2025

 

One story that has stayed with me was that of 365CPS client Ben Phua, an elderly cancer survivor and full-time caregiver to his teenage son with special needs, which was featured in The Straits Times. The public responded with an outpouring of love and support, and their generosity enabled father and son to enjoy special excursions and experiences they might otherwise never have had.

Image Credit: The Straits Times

It was a reminder that communications can do more than raise awareness. Sometimes, it can move people to act and make a tangible difference to someone's life.

Separately, my partner Justin has also produced vides for Down Syndrome Association to showcase its Infant Toddler Programme and the Adult Enhancement Programme, helping families better understand the support and resources available to persons with Down Syndrome.

Image Credit: Justin Fernando

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UFIT
Over the past year, we have worked closely with UFIT, one of Singapore’s leading health and fitness brand. Alongside the inspiring story on UFIT’s growth and evolution over the past 17 years, we have worked with its team of health and fitness professionals to develop educational stories across podiatry, physiotherapy, nutrition, personal training and more.

With PT Kino, Pilates Instructor Joy, and CNA’s Khim :)

I particularly enjoy this aspect of our work where we not only support a brand’s business objectives, but also take their professional knowledge and expertise and translating it into accessible, useful information that can help people make more informed decisions about their health and wellbeing.

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 Chinatown Business Association

In 2024, we developed and produced a campaign for Five Footway Festival, sharing stories about the people and communities that have shaped Chinatown’s spirit and culture over the decades.

I love the stories we got to tell and the people we met, especially Ana from Tong Heng, who was such an inspiring and nurturing person to work with. It was also meaningful to play a small part in preserving and celebrating the rich history and cultural identity of Chinatown Singapore. It reminded me that storytelling can be a way of documenting our heritage and keeping community memories alive.

Veldhoen + Company

During the pandemic, we worked with activity-based working consultancy Veldhoen+Company on its global marketing and internal communications. Understanding how employees collaborate, communicate and navigate change sparked a real interest in me for internal communications and stakeholder engagement.

The pandemic may be behind us, but the importance of effective and empathetic employee communications has certainly not diminished. In fact, with economic uncertainty, organisational changes and retrenchment exercises continuing to affect workplaces, it is arguably more important than ever.

Looking back, the media and communications landscape has evolved tremendously since 2016, from the heyday of start-ups to the proliferation of digital platforms and the changing ways people consume information. Journalists have become more discerning about the stories they choose to cover. Through all these changes, one thing has remained constant for me: authenticity and stories that create human connections are what make the biggest difference.

For me, good communications should go beyond visibility and headlines. It should help people understand, connect and care. Where possible, it should contribute to something bigger.

On a personal note, these ten years have gifted me the privilege of discovering more about who I am and what I value. Running my own business has given me the flexibility to be a better daughter, sister, partner and cat mum, while finding my own definition of a fulfilling career.

In just a few short weeks, I will be entering another new chapter: motherhood. I can’t wait to see how Bask, and I, will grow alongside it.

To every client, collaborator, journalist and partner who has trusted me along the way, thank you. I am grateful for the work we have done together, the people I have met, and the stories I have had the privilege of telling.

Here’s to the next chapter ❤️

 
Ng Lay Peng
Next

Welcoming UFIT to the Fold 🎉