The Brief

As part of a public education campaign to inspire a more giving Singapore, we wanted to get youth jumpstarted on the journey to doing more good. We reframed good deeds as micro-actions – easily achievable but impactful deeds youth could pledge to do. The goal was to accumulate 20,000 pledges over nine months. We wanted to reshape community service as fun, simple and meaningful, and empower youth to eventually lead the Do Good initiative. The strategy was to engage youth in a conducive and trendy mobile space so they felt more open-minded towards this new way of thinking about doing good.

Describe how the promotion developed from concept to implementation

We created a mobile grocery store - the Giving Store - to bring the campaign to youth. Under the guidance of student volunteers, visitors could pick treats from the Giving Store in exchange for pledging good deeds on a mobile application, which would then publish these deeds on their Facebook timelines. The Giving Store was recreated in more portable formats for youth to own. The Giving Store Booth was set up at selected FairPrice supermarkets and community events. Students used the Giving Store Toolkit to set up mini-Giving-Stores in schools as advocates of the initiative. Expected initial goal: 20,000 pledges

Describe the success of the promotion with both client and consumer including some quantifiable results

With the initial goal of 20,000 pledges, we collected more than 62,000 within nine months – 210% more than 20,000. Of these 62,000 pledges, over 9,000 were fulfilled as our community returned to register completion of their pledges. We reached out to 67 secondary and tertiary institutions with the Giving Store toolkit, an approximate total of 57,000 students. We also had more than 2,000 youth lead the movement as ambassadors at the Giving Store, in schools with the toolkit and in supermarkets with the booth. We built a 16,500-strong Facebook community, reaching a monthly average of 587,645 unique Facebook users.

Explain why the method of promotion was most relevant to the product or service

Due to years of mandatory volunteering in schools, youth saw “doing good” as a meaningless obligation. To change that, we designed an activation to interact personally with them. FairPrice Foundation’s parent company, NTUC FairPrice, is Singapore’s largest grocery retailer. The Giving Store was modelled after its supermarkets, and made mobile to reach youth effectively. The Giving Store provided a conducive, fun space for youth to contemplate which deeds to commit to. The novelty of framing good deeds as micro-actions educated youth on the value of doing good, while the portable formats of the Giving Store increased access of the campaign.