Singapore – The Singapore National Co-operative Federation (SNCF) has launched “Co-op of the Day” (#COTD), a brand awareness campaign celebrating the 100th anniversary of the Singapore Co-operative Movement (SCM).
Hosted on SCM’s Instagram and Facebook pages, the campaign showcases the impactful work and inspiring stories of Singapore’s co-operatives, aiming to raise awareness of their social contributions among younger audiences.
The four-month campaign, running from mid-December 2024 to March 2025, features a series of short-form vertical videos on Instagram and Facebook. It aims to inform audiences about co-operatives in Singapore in a concise and accessible format. The campaign coincides with the 100th anniversary of the Singapore Co-operative Movement, which began with the establishment of the first co-operative in 1925.
SNCF also collaborated with local production house It’s Like Depth to produce the campaign, aiming to engage younger audiences. The first five episodes feature POLWEL Co-operative Society Limited, Runninghour, NTUC FairPrice Co-operative, TCC Credit Co-operative, and GP+ Co-operative.
The campaign will conclude with a seven-minute talk show highlighting three of Singapore’s oldest co-operatives—Singapore Government Staff Credit Co-operative, Singapore Statutory Boards’ Employees Credit Co-operative, and Citiport Credit Co-operative—each marking its centennial anniversary. Through personal stories, the campaign explores the social impact of co-operatives over the years.
Verene Cheong, head of marketing communications and strategy of SNCF, shared, “We embarked on this project with the aim of showcasing the meaningful work of our co-operatives in ways that resonate with today’s youths—capturing the essence of their work in a concise, engaging, and relatable manner. The beauty of curating this campaign is that it is human-centric, and the focus is on the social impact each co-operative has made on both society and its members.”
“Through this campaign, we hope that people can better understand cooperatives, showcase the good work by our co-operatives and attract more people to join Singapore’s co-operative movement,” Cheong added.
The #COTD campaign highlights key milestones of the Singapore Co-operative Movement while showcasing the role of co-operatives in the country’s social landscape. By sharing personal stories, it seeks to increase awareness and understanding of the contributions co-operatives make to society.
