Singapore – Community Chest, the philanthropy arm of the National Council of Social Service (NCSS), is encouraging Singaporeans to dream of an inclusive future in its latest film activation with DDB Group Singapore. The campaign aims to promote Community Chest’s SGSHARE donation drive.
SGSHARE, formerly known as SHARE, has been relaunched as part of the SG60 celebrations. The giving programme supports persons with disabilities or mental health conditions, children with special needs, at-risk youth, and families and seniors needing assistance.
Through the nationwide campaign, Community Chest and DDB are calling on Singaporeans to donate regularly through a subscription. The sustained donations will allow social service agencies to provide for communities in need.
The film spotlights the beneficiaries of the service, showing how they can be empowered to achieve their dreams. It features the song ‘A Million Dreams’ from ‘The Greatest Showman’ film, performed by the Voices of Singapore Children’s Choir and Voices of Singapore Starlight Voices.
The campaign has been released on TV, out-of-home, transit, digital, and social media content.
Jeff Cheong, CEO of DDB Group Singapore, said, “If Singapore’s history has taught us anything, it is that dreams can come true when we work together. Singapore was built on the dreams of our forefathers who dared to dream big, impossible dreams. Look around you, and you will see the reality of our dreams today. As we celebrate SG60, our hope is for Singapore to be a caring and inclusive society, one that carries people forward and no one is left behind.”
“In a world where most people have multiple subscriptions for entertainment and other services, why not subscribe to giving back and uplifting those in need. With this campaign, our hope is to inspire Singaporeans with visions of a world where anyone has the right to dream,” Cheong added.
“We are excited to collaborate with DDB and our social service partners for this meaningful campaign that the entire nation can be a part of. We hope that the film will inspire everyone to take action in this special SG60 year to support those in need – whether it’s through making a small donation or volunteering their time. Together, we can build a caring and inclusive Singapore, where everyone has the opportunity to realise their dreams, regardless of their starting points,” Pearlyn Tseng, director of communications at the NCSS, commented.
The entire proceeds of SGSHARE will be used to empower communities in need of assistance.
