In Taiwan, dominated by public opinion, every urban renewal project takes 15 years to get approval. Local governments need to hold meetings and consult with residents for a prolonged period of time. The biggest challenge is not just about city reconstruction, but the reconstruction of people's hearts.

New Taipei City Government implemented 2 massive rebuilding projects. Wenzaizun and Wugu Garbage Mountain are infamous for thousands of illegal buildings in New Taipei City with environmental nightmares and extremely poor living conditions. As part of the Taiwanese Urban Renewal Project, New Taipei City Government had to relocate nearly 1 million residents to reconstruct these cities. Although residents recognize the dangers and unsustainable living conditions, they were reluctant to leave their homes.

Instead of policy publicity campaign, we adapt two stories about change based on real local interviews. We hope The Stories of Change series can comfort and encourage residents, make them move forward and pursue better future.

P.1 Yesterday And Tomorrow

Insight: The swing between past and tomorrow

Story: Facing the upcoming relocation, the childhood sweethearts who grew up together started a conversation about yesterday and tomorrow. The boy, always looking back, symbolizes yesterday; the girl, always looking forward, symbolizes tomorrow. Through the girl's hand-drawn book, we preserve the collective memory of the land forever.

EP.2 The Beginning of After

Insight: Impossible to change

Story: A father and son, living a life of self-deception, do not believe they are capable of change until they both pick one thing to start with. This story reflects the plight of the Wugu Garbage Mountain.

A traditional government policy campaign wouldn’t connect with residents to sway public opinion in favor of the rebuilds and relocation. Instead, we leveraged local insights to create two stories that connected with the residents with empathy and understanding.

P.1 Yesterday And Tomorrow

Insight: The swing between past and tomorrow

Wenzaizun is a "iron factory village" with more than 6000 illegal buildings. In this dilapidated environment, many people are looking forward to reconstruction, while others are reluctant to leave.

EP.2 The Beginning of After

Insight: Impossible to change

Wugu Garbage Mountain used to be an area with illegal dumping, high-crime rate. In the past 30 years, people believe it’s impossible to change.

New Taipei City Government implemented 2 massive rebuilding projects. A huge area and millions of residents were involved. Instead of the policy publicity campaign, NTCG wants to appeal to people's yearning for the future through stories. Used residents’ interviews to inform and leverage the power of entertainment to connect with empathy and understanding required to get people on board with leaving their homes.

Dispensing with traditional propaganda, after the film series went online, we set a new record for the number of positive discussions in government ads.

"Our future will be BETTER!"

"Reminds me of my high school memory"

"Can’t believe that it ‘s about New Taipei City Government!"

3,000,000 views within a week, 110k likes, and 24% increase in NTCG’s Governance Satisfaction. Rebuilding a city involves not only tangible buildings but also intangible emotions. To make people change, we need a special kind of courage, called LOVE.

Today, Wugu Garbage Mountain has become a beautiful park, and Wenzaizun's Illegal iron factories have been torn down. Most residents restart their new life in an almost peaceful way throughout the process.