Write a short summary of what happens in the ambient or digital execution or campaign.

Community Chest challenge was to encourage the community to give and maximise the impact to enhance the sector’s capabilities, create meaningful partnerships and make caring a part of our lives whether big or small. However, Singaporeans are not naturally inclined to donating, most times having the sceptical mindset if these donations are really going to the beneficiaries. The campaign delivers Community Chest’s first “Shopfront” concept that enables a smart tap-and-pay technology in an OOH environment. This contactless payment execution is surely a new and innovative way to reach new potential donors while at the same time provide the convenience for the fast-moving. The campaign garnered 39,438 total views. In terms of conversion, it registered the highest voucher redemption for any campaign at 44%.

Cultural/Context information for the jury

Community Chest is the fundraising and engagement arm of the National Council of Social Service (NCSS). As the hallmark of care and share, Community Chest has been uniting the community to fundraise and serve those in need, since 1983. In 2019, as Singapore reflects on its progress and milestones since its founding 200 years ago, Community Chest aims to highlight the importance of giving.