Community Chest encourages Singaporeans to donate for social causes with ‘Add A New Story’ campaign

A fund-raising campaign called ‘Add A New Story’ has been launched by Singapore-based charitable institute Community Chest. The campaign is built around a series of films which trace the difference a donation makes, with ‘Add A New Story’ serving as a call to action. 

The film series and poster campaign was conceived and executed by Singapore-based content firm Viddsee. The documentaries have been directed by Singaporean filmmaker Eileen Chong chronicling photographer Mindy Tan as she profiles the individuals whose lives have been benefitted by Community Chest contributions. 

A release from content firm Viddsee said: “Beyond the online documentaries, the photos captured by Mindy while making the documentaries will be used as key visuals for posters that include a QR code leading to Community Chest’s donation page. 

“The posters – whose placement is sponsored by SMRT – can be found in commuter-heavy train stations. 100% of all donations will go towards over 80 charities and 200 critical social service programmes supported by Community Chest.”

Speaking about the campaign Viddsee co-founder Derek Tan said: “In working with Community Chest, we are proud to be part of a project that not only makes a difference in people’s lives, but also empowers storytellers like Eileen and Mindy to continue finding stories that need to be told.” 

In addition, McCann and Community Chest are partnering with Lazada for the digital fund-raising leg of the campaign that aims to  create a pipeline of donations for over 80 social service agencies and over 200 critical services.

Customers can place an order on Lazada’s Community Chest page but instead of receiving a parcel, they will be making a donation to the organisation. 

Speaking about the campaign, Lazada Singapore CEO James Chang said: “Helping society progress is at the heart of what Lazada aims to achieve. This partnership gives us an opportunity to tap the unique strengths of ecommerce to do good. 

“By launching this initiative alongside Lazada’s 11.11 Shopping Festival, we hope shoppers will support our efforts to promote social well-being and give back to the less fortunate members of our community.”

McCann Worldgroup creative director Alfred Wee added: “Black Friday, Singles Day and the Christmas season reward digitally-savvy shoppers with the best deals and discounts on their dream products. 

“As Singaporeans enjoy their shopping spree, we hope that they’ll also add a more meaningful purchase to their basket…essential social services that could help change the lives of our beneficiaries fulfilled by their donation to Community Chest.”

Speaking of the initiative, Community Chest managing director Charmaine Leung said: “Collaborations bring about greater impact, and that is why Community Chest is thrilled to partner Lazada in caring for people with different needs within our community. 

“As we continue to innovate our digital fundraising efforts, Lazada’s reach through their eCommerce gateway will enable us to engage more people in building a caring and inclusive society, especially millennials who like to care through the convenience of digital wallets.”


Agency: McCann Worldgroup

Group account director: Fathrul Fazakir

Senior account manager: Natalie Oh

Account executive: Jerome Tan

Creative director: Alfred Wee

Senior art director: Adrian Loo

Art director: Ketian Ng

Copywriter: Sobbina Yap / Isabel Servando 

eommerce Partner: Lazada Group

Media agency: IPG Mediabrands (UM Singapore)


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