Community Chest’s latest campaign via DDB Group Singapore dreams of an inclusive future
DDB Group Singapore (DDB) has launched the ‘A Million Dreams’ campaign for the Community Chest’s SGSHARE donation drive. Formerly SHARE, the giving programme was relaunched as SGSHARE as part of the SG60 celebrations this year to leverage the national narrative of nation-building.
The programme supports adults with disabilities, children with special needs, at-risk youth, persons with mental health conditions, and families and seniors in need of assistance, SGSHARE calls on Singaporeans to help build a strong social compact by giving back to communities in need.
DDB’s nationwide campaign sets out to rally Singaporeans to give regularly through a convenient subscription model. Sustained giving means social service agencies can meet increasingly complex social needs and plan for the future.
“If Singapore’s history has taught us anything, it is that dreams can come true when we work together,” said Jeff Cheong, CEO of DDB Group Singapore. “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.”
The stirring campaign film shines a spotlight on service users and other grassroots efforts to showcase how the right support can empower anyone to pursue their dreams. Fittingly set to the ‘A Million Dreams’ track from The Greatest Showman motion picture, the three-minute film blends the real-life stories of Singaporeans in need with vocals performed by the Voices of Singapore Children’s Choir and Voices of Singapore Starlight Voices.
Launching on 20 March, the campaign film is supported by free-to-air TV, out-of-home, transit, and digital ad placements, plus social media content collaborations to encourage individuals and corporate partners to pledge their ongoing support.
“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,” added Cheong. “With this campaign, our hope is to inspire Singaporeans with visions of a world where anyone has the right to dream.”
“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,” says Pearlyn Tseng, Director of Communications at the National Council of Social Service (NCSS). “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.”
100% of SGSHARE’s proceeds go towards empowering communities in need. All donations made from 1 January 2025 through SGSHARE will be matched dollar-for-dollar by the Government in this SG60 year.
