Creative Execution

To be a part of the 4Good mobile movement, all customers needed to do was opt in via a simple SMS. The data, minutes and SMSes collected were then encoded into prepaid SIM cards and donated to charities including Asian Women's Welfare Association, Cerebral Palsy Alliance, Society for the Physically Disabled and Association of the Visually Handicapped. Also, we started a charity drive that encouraged customers to donate their used mobiles, empowering the disadvantaged with devices as well. To communicate the 4Good movement, we integrated a mix of media channels including TV, Online Video, Print, Radio, Social, In-Store and Mobile.

In just the first month alone, over seven thousand customers responsed to the the campaign and opted in to the movement – pledging over 720,000 minutes, 3 million SMSes and 9 terabytes worth of 4G data in total. This translates into 500 days worth of talktime, 12 months of online video learning* and 344 years of SMSes**. (*Based on streaming online videos at 1080p **Based on Business Insider's median average of 726 SMSes sent per month.)

Singapore is ranked the second most connected country in the world. On average every Singaporean has 1.5 mobile phones, but yet at the same time there are underprivileged people in the country who still aren't connected, creating a digital divide. As a telco, StarHub's first and foremost promise is to connect people. So we turned its 4G service into a 4Good platform and enabled subscribers to connect the disadvantaged. For the first time in telecommunications, subscribers were given the power to donate their unused and leftover data, minutes and SMSes to charity – instead of letting them lapse and go to waste every month. Much like how we are used to donating the things we do not use e.g. clothes, books, toys and furniture.