Bright young Singaporean woman sacrifices all for her family in CSR film for NTUC Income

BBH has launched a moving campaign for client NTUC Income to highlight the sacrifices made by underprivileged students in Singapore.

A five minute short film created for NTUC Income’s CSR arm, OrangeAid, tells the story of Siew Fang, a young student who is caring for her disabled father and two younger siblings. The film is based on a true story.

“No matter what, no child should sacrifice their future,” the film concludes, with a pledge to donate S$2,5 million towards helping 1,000 young people get to university.

The film will run on OrangeAid’s website, where donations can be made, and on online video platforms including YouTube.

Janson Choo, BBH Asia Pacific’s creative director, said: “I wish we didn’t have to make this film but unfortunately such stories exist in Singapore, with far worse situations. We hope this film will move people to come together and help underprivileged students achieve the tertiary education they deserve.”


  • Chairman – Charles Wigley
  • Executive Creative Director – Scott McClelland
  • Creative Director – Peter Callaghan
  • Planner – Thomas Wagner
  • Creatives – Janson Choo, Khairul Mondzi, Germaine Chen,
  • Marcus Yuen, Boo Weiyi
  • Account Management – Bibiana Lee, Cheryl Cheong
  • Producer – Kim Lim
  • Director – James Lee
  • Production house – Doghouse73 Pictures
  • Song – “Sapsorrow” by Lanterns On The Lake



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