The Drum Awards for Marketing - Extended Deadline

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By Danielle Long, Acting APAC Editor

February 14, 2023 | 2 min read

Community Chest Singapore, part of the National Council of Social Service (NCSS), is on a mission to help everyone reach their potential through an inspiring new campaign.

The campaign, created by creative agency GOVT Singapore, aims to showcase the work Community Chest does within the community to help people overcome their challenges. The campaign seeks to generate greater awareness of the organisation and attract more support and donations.

Community Chest works with children with special needs, youth-at-risk, adults with disabilities, persons with mental health conditions and seniors and families in need of assistance, providing more than 200 programmes for those in need.

Pearlyn Tseng, director of communications and marketing at NCSS, said, “We truly believe that our service users can become champions in their own right and that everyone deserves the chance to reach their full potential.

“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.”

The campaign features several service users, including 23-year-old Aurora, a dancer and painter who has Down’s Syndrome and is part of the Our Lives, Our Voices programme and 45-year-old housewife Rushsidah, a graduate of a Peer Support Specialist programme under the Social Service Institute.

The ad also features service users among the chorus of the campaign soundtrack, which features an original song created for the campaign.

Creative agency GOVT worked with The P production house and director Roslee Yusof.

The campaign will run across TV, social media and OOH.

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