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APAC Creative Creative Work of the Week

APAC Work of the Week: BBH Singapore's work for Income OrangeAid gets Prime Minister Lee Hsien Loong’s attention

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By Charlotte McEleny, Asia Editor

October 4, 2016 | 2 min read

BBH Singapore’s creative for Income, for its OrangeAid campaign, has been selected as the Work of the Week in APAC, as decided by readers of The Drum.

The campaign has even caught the attention of Singapore Prime Minister Lee Hsien Loong, who used his social media channels to post about the campaign.

OrangeAid, Income’s community development arm, champions education of youth in need through the Future Development Programme via bursaries, financial literacy education and career/ personal development programmes.

It is a social initiative campaign for a community development program - Back to School - and centres on getting famous Singaporeans and the public to get their school kit back on.

The campaign invites Singapore to join in and support education for youth in need by posting old photos of themselves in school uniforms on Facebook and to tag three friends to do the same.

To kickstart the campaign, BBH and Income enlisted the support of personalities such as renowned blogger mrb​rown, actress Rebecca Lim, Member of Parliament Tin Pei Ling and musicians Rai Kannu and Jack Ho who donned their uniforms for the cause.

IncomeOrangeAid: advert-body-2 by BBH Singapore

By IncomeOrangeAid

Overall Rating 5/5

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APAC Creative Creative Work of the Week

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