Singapore – Creative and media agency Tilt, a subsidiary of HM International Holdings Limited, has been appointed as the agency partner of the PAP Community Foundation (PCF) following a competitive pitch. It is tasked to lead the foundation’s ‘Recruitment Marketing and Advertising Campaign Services’ for 2025.
The campaign, scheduled to run from July to December 2025, aims to highlight career opportunities within PCF, ranging from early childhood education to eldercare. PCF, recognised as Singapore’s largest preschool operator with an expanding network of eldercare centers, plays a significant role in early childhood education and senior wellness across the nation.
Tilt’s responsibilities for the campaign include comprehensive branding, communications, and integrated media strategy. It will focus on storytelling, creative development, and multi-channel activation across print, digital, and social platforms.
The campaign underscores PCF’s commitment to career development, inclusive values, and employee recognition, including accolades such as Great Place to Work and The Straits Times’ Singapore’s Best Employers.
June Tan, director of brand & communications at PCF, commented, “Tilt’s strategic copywriting and creative approach effectively positions PCF to stand out in our competitive landscape. Through artful wordplay, their nuances and messaging captures attention while reinforcing the core of our identity — a people-first organisation driven by purpose and care.”
“Tilt demonstrates a deep understanding of our mission, recognising that recruitment at both PCF Sparkletots Preschool and PCF Sparkle Care goes beyond simply filling roles. We are about attracting individuals who are passionate about making a meaningful impact and committed to growing with us to uplift communities together,” Tan added.
Karn Singh, group creative director at Tilt, said, “This was a recruitment campaign, but we didn’t treat it like one. We cut the fluff and got real about what it means to care for others and yourself. Care isn’t soft. It’s strong, strategic, and it deserves to be seen that way.”
“We’re excited to partner with PCF on a project with so much heart. Our work with various educational and care bodies has shown us that real recruitment success comes from human connection, not job descriptions. This campaign will make people feel seen and inspired to join,” Madina Kalyayeva, managing director at Tilt, said.
The PCF was founded by the People’s Action Party (PAP) with the mission to enhance community well-being by providing affordable, quality educational, welfare, and community services in the country.
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