NCSS encourages Singaporeans to dream big in inspiring SG60 campaign

The National Council of Social Service (NCSS) and DDB Group Singapore has launched an inspiring campaign to support the Community Chest's SGSGHARE donation program. Recently rebranded from SHARE, SGSHARE is a part of Singapore's SG60 celebrations, which recognises the nation's progress in building a robust social infrastructure.

SGSHARE intends to aid adults with disabilities, children with special needs, at-risk youth, individuals facing mental health issues, and families and seniors in need. The program promotes regular donations through a subscription model, facilitating social service agencies to meet increasing demands effectively.

The campaign includes a film set to the tune of A million dreams from The Greatest Showman, featuring performances by the Voices of Singapore Children's Choir and Starlight Voices. 

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In it, viewers are introduced to various characters who are seen overcoming adversity, pursuing their dreams or being inspired by others. This includes a group of boys playing with flashlights and later earning a drone sponsorship, a woman who begins running with the visually impaired after witnessing another woman doing the same and a sick uncle who pursues his dreams to become a magician among others. 

Their personal journeys cumulate to a heartwarming experience at the end of the film, showcasing how the efforts of service users and grassroots groups can make dreams a reality. 

The three-minute-long film is set to be showcased across multiple platforms including television, outdoor advertising, transit, digital media, and social channels to foster donations from both individuals and corporations.

“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,” said Pearlyn Tseng, director of communications at 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," she added. 

Meanwhile, Jeff Cheong, CEO of DDB Group Singapore said that Singapore's history has taught its citizens that dreams can come true when they work together. "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," said Cheong. 

“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. With this campaign, our hope is to inspire Singaporeans with visions of a world where anyone has the right to dream," Cheong added. 

With Singapore celebrating its 60th birthday this August, various organisations and entities have taken upon themselves to release similarly inspiring campaigns. Earlier in January, the Agency for Integrated Care (AIC) launched a campaign titled "Life unstoppable", to celebrate Singaporean seniors.

The campaign aimed to engender positive mindset and attitudes towards ageing among the seniors and general public in Singapore, increase awareness of opportunities and support for seniors to age well in the community with care and purpose, and increase participation in Age Well SG programmes by leveraging the national SG60 campaign, said an AIC spokesperson when MARKETING-INTERACTIVE reached out. 

Central to the campaign is a one-minute-long video titled "Celebrating life", showcasing seniors above the age of 60 performing various tasks such as cycling, graduating from university, baking, and learning new skills. 

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