AIC celebrates community care staff with new dance challenge

The Agency for Integrated Care (AIC) has launched a new campaign to encourage the public to learn about the sector and to appreciate staff in the community care sector in honor of Community Care Day.

The social media campaign features a unique twist on the TikTok dance campaign #Dance2HeartOfCare which was first launched in January this year. The dance was choreographed by TikTok performer Uncle Raymond and has been refreshed with new dance moves for this rendition of the campaign. 

The dance campaign invites everyone to participate, create their own dance videos and spread the love and recognition for the remarkable work that goes into Community Care, it said in a statement.

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The campaign also roped in MediaCorp artiste Desmond Ng who showed off his dance moves alongside other Community Care staff, encouraging others to do the same to show their appreciation for the staff working in the sector.

Alongside the dance challenge, AIC will also draw more attention to the critical role of Community Care staff, as well as the diverse jobs and career paths within the sector through heartwarming stories that will be shared online. A medical social worker, a grief counsellor, a therapist and a community care associate will share the challenges in their careers but the heartwarming stories that have made their work fulfilling.

This campaign will run on AIC’s social media pages on Instagram, TikTok and Facebook through the month of November.

“Our commitment in enhancing capability building of the Community Care workforce signifies our dedication in making Singapore a great place to live and age well for seniors,” said Tan Kwang Cheak, AIC’s chief executive officer. “We also want to give our heartfelt gratitude to all staff for their passion in delivering quality care to seniors, to empower and enable them to age in place.”

Kicking off the month-long celebrations, AIC hosted an event at St. John’s-St. Margaret’s Nursing Home in Dover where community care staff from neighboring organisations were invited to join in to recognise the passion and hard work of staff members. 

AIC has also partnered with close to 20 corporate partners to offer exclusive deals in F&B, shopping, entertainment, wellness and fitness, local attractions and hotel stays from companies such as Golden Village, Marriott Hotels, Sheng Siong, Seoul Garden and more.

To streamline access to these valuable benefits, AIC will also be distributing an electronic brochure with these offers through the respective HR departments in the community care organisations.

The news comes shortly after AIC recently partnered with The Secret Little Agency (TSLA) to challenge the perception that specific skills and qualifications are necessary for a career in community care.

The campaign aimed to act as a response to potential candidates who might not consider a career in this industry due to feelings of inadequacy that may come from various perceived barriers, according to a statement by the company.

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