NTUC Income
Moving a Nation
Capabilities:
2015 marked Singapore's 50th birthday and was expectedly filled with celebratory cheer and preoccupation with Singapore’s successes.
But by shedding light on those who lag behind, with a true story brought to life in a short film, NTUC Income cut through the clutter to deeply touch the hearts of Singaporeans. All while bringing attention to its flagship CSR initiative.
5X
Higher share rate than
global benchmarks
5%
Points increase in brand attribute: 'socially responsible and contributes
to the community'
40x
Increase in donations YOY
As a social enterprise, NTUC Income's social impact is tracked by stakeholders.
However, in 2015, NTUC Income found that perceptions of the brand being socially responsible were weakening. This highlighted a need to shed light on its flagship CSR initiative - OrangeAid - which helps put youth-in-need through tertiary education.
In a year filled with celebrations of Singapore's 50th birthday (SG50) and 50 years of successes, NTUC Income chose to go the other way to remind Singaporeans of the people left behind.
We created “Last Day of School”, an emotional five minute film, based on the true story of an OrangeAid beneficiary.
It follows Siew Fang, a girl with big dreams but with even bigger responsibilities. She is faced with the ultimate test when she has to choose between her studies and her family.
The entire narrative shed light on the hidden side of Singapore. Not only did it grab the attention of the nation, the message "every Singaporean deserves a chance at a better future" deeply resonated with Singaporeans.