Marketing Featured Southeast Asia

This campaign by Community Chest Singapore highlights the potential within every individual

Singapore Community Chest, the philanthropic and engagement arm of the National Council of Social Service (NCSS) in Singapore, has launched a new campaign that aims to showcase the ‘potential’ of every individual. With its mission to add value to every person’s life, the campaign is also an encouragement for everyone to give donations to assist in the organisation’s support for children and adults with vulnerabilities and special needs. 

Community chest provides social services to children with special needs and youth-at-risk, adults with disabilities, persons with mental health conditions, and seniors and families in need of assistance. 

Titled ‘Champion Every Potential’, the 90-second campaign was developed together with independent creative agency GOVT Singapore, who won the account in a pitch last July.

The campaign features 23-year-old Aurora, a dancer and painter with down’s syndrome and 45-year-old housewife Rushsidah, a graduate of a peer support specialist programme under the Social Service Institute, the human capital and development arm of NCSS. Both are supported by Community Chest.

Pearlyn Tseng, director of communications and marketing of NCSS, commented that their service users are a champion on their own and have the power to reach their full potential.

She added, “We have progressed from the early days, where we supported the basic needs of service users, to journeying alongside them to empower them to achieve their potential. We look forward to more partners joining us to uplift communities in need and build a caring and inclusive home for all.”

According to the org, the donations gathered from the campaign will be used to support over 100 social service agencies that run 200 social service programs.

The campaign will run across multiple channels including television, social media and OOH.