Community Chest and GOVT Singapore champions every voice in new campaign
Community Chest Singapore has partnered with GOVT Singapore to launch their new brand campaign on 13 February 2023 after GOVT Singapore won the account in a pitch last July.
As the philanthropic and engagement arm of the National Council of Social Service (NCSS), Community Chest’s mission is to ensure that every person has the opportunity to live a life of dignity within a caring and inclusive society. Titled ‘Champion Every Potential’, the campaign aims to reach out to a wider audience and inspire people to donate by showing them that anyone can become successful with the right support system.
The brand film showcases service users supported by Community Chest, and tells the story of how they have overcome their own challenges.
One of them is 23-year-old Aurora, a dancer and painter who has Down’s Syndrome. “As an OLOV [Our Lives, Our Voices] self-advocate, it is important for me to speak up about what I think and feel. So I really enjoyed myself when I got to paint and express myself in so many colours for this film. My favourite colour is red because to me, it represents courage and confidence, and I wish that for everyone who sees this film,” she said. Fellow service user, 45-year-old housewife Rushsidah, was a graduate from a Peer Support Specialist programme under the Social Service Institute – the human capital and development arm of NCSS. She felt grateful that she could share her story and hopefully inspire others who have struggled with mental health conditions. “CLUB HEAL and the Social Service Institute gave me the strength to overcome my mental health condition and I’m stronger and happier now. Our lived experience in recovery matters. It enables us to connect with other people with more empathy and support.”
Several service users from all sorts of backgrounds across different age groups were also roped in to sing the chorus of the original song written for the film. GOVT worked with production house The P and director Roslee Yusof to accommodate filming conditions for the service users to make them feel more at ease in front of the camera.
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 will run across multiple channels including TV, social media and OOH. All donations to Community Chest will be channelled to support over 100 Social Service Agencies, running 200 social service programmes which help to empower the lives of communities in need, including children with special needs and youth-at-risk, adults with disabilities, persons with mental health conditions, and seniors and families in need of assistance.
