Singtel launches inclusivity campaign for SG51

Singtel has launched a feel-good campaign to mark National Day in Singapore that champions inclusivity.

Singtel National Day ad

The print and digital campaign, which goes live in the same week that rival StarHub launched a National Day ad campaign with racial inclusivity as the theme, features four stories about inspirational Singtel staff.

One (pictured above) is Dipa Swaminathan, Singtel’s assistant general counsel who leads the #itsrainingraincoats initiative, which encourages people to give out raincoats to migrant workers.

The second is a story of Nur Madiah Hidayah Lim Binte Othman, a Singtel customer care officer, who was born without limbs.

Singtel ad inclusivity National Day

A third is about Edmund Quek, director of Singtel Radio Network Quality who volunteers at a home for seniors.

Edmund Singtel ad

The fourth Singtel staffer to feature in the campaign is voice engineer Teo Ek Thong, who sculpts balloons in his spare time.

Balloon man Singtel

Lian Pek, vice president of group corporate communications at Singtel, commented: “As a company, we believe philanthropy is more than just financial. It’s also about good old-fashioned caring for our communities. Hence the common thread of giving and connecting you see from the four stories we are sharing. This is more than just another ad to celebrate National Day, this is a call to action if you like, something we hope will inspire people to give and connect, even as we celebrate.”


  • Concept and Creative Direction: Lian Pek
  • Copy: Brandon Tan, Lian Pek
  • Photography: Tay Kay Chin (
  • Graphics designer: Juraimi
  • Production Manager: Jolyn Foo

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