Community Foundation of Singapore launch multimedia campaign inspire philanthropy


Alliance magazine


Community Foundation of Singapore (CFS) has partnered with DDB Group Singapore to develop an integrated marketing communications campaign called ‘Portraits of generosity‘ to engage and inspire individual and corporate donors. The campaign coincides with the 10th anniversary celebration of CFS this year.

The campaign features a combination of video, digital, and print content and includes five donor stories, each sharing the motivation behind their decision to give, and why they chose CFS to manage their giving and achieve their goals in helping others. The DDB campaign sets out to inspire the same generosity in others and build a culture of giving in Singapore.

‘DDB has done a wonderful job of creating a very relatable and engaging campaign,’ said Yuen Yee Foong, Head of Marketing at CFS. ‘We are grateful to our donors for stepping up to tell their stories and hope that through these first-hand accounts of giving, others will realise that they too, have it in them to open their hearts and give back,’ she added.

‘It’s a pleasure to partner an organisation like CFS – a hugely dedicated group of people working hard to enhance the lives of Singaporeans,’ said Neil Johnson, Creative Chairman, DDB Group Singapore. ‘The campaign is rooted in our belief that true acts of giving is a culmination of life experiences, lessons and reflection.’

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