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DDB launches reusable book bag for NLB to foster love for reading in children

DDB launches reusable book bag for NLB to foster love for reading in children

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DDB Group Singapore (DDB) has launched a limited-edition reusable book bag, as part of the sixth edition of its annual upcycling initiative, the LampPost Project.

Made from upcycled National Day 2021 banners and flags, each book bag is sewn by less-privileged Singaporeans from Sembawang Family Service Centre’s SOWERS Project (SFSC). SFSC seeks to empower people from underprivileged backgrounds by equipping them with skills and a means of earning supplementary income.

Profits from the sale of the bags will be donated to the National Library Board’s (NLB) kidsREAD programme, a nationwide reading programme designed to foster a love of reading in children from less privileged families, ages 4 to 8.

To encourage reading and learning, each book bag has a label bearing a QR code that leads to a list of curated NLB eResources related to Singapore and its National Day celebrations.

The limited-edition book bags will be made available online via and retail at $28 each. As this project promotes sustainability, delivery options will not be available as part of efforts to reduce carbon footprint.

Purchased book bags are to be collected at the Jurong Regional Library (JRL), from 12 to 8 p.m., 6 to 7 August. A loan promotion will also be offered during the collection at JRL.

According to the press release by DDB, the NDP21 Committee, NDP21 infrastructure and decoration committee secretariat Joel Tan, chief illustrator Lee Xin Li and production house AllMaster all contributed generously to making the upcycling project a reality.

“The LampPost Project is something we look forward to every year. To us, there’s no greater way to show our pride by giving back to the community while adding purpose to these beautiful designs,” said Sharon Goh, creative director and co-founder of LampPost Project. “We’re incredibly blessed to be able to lend our support to this amazing cause and partner with community stalwarts like NLB.”

Wan Wee Pin, director of NLB’s Planning & Development Division, said: “DDB’s contribution of the profits from this year’s LampPost Project will benefit many children under NLB’s kidsREAD programme, to cultivate their love for reading. In addition, those who buy the book bag will also be able to easily gain access to NLB’s eResources through the QR code on them.”

“We will continue to work with like-minded partners to create a seamless and omni-channel Learning Marketplace under our LAB25 (Libraries & Archives Blueprint 2025) vision,” he added.

Since its launch in 2017, The LampPost Project has upcycled National Day banners and flags into commemorative tote bags and other merchandise in support of non-profit organisations and rallied nationwide support from Singaporeans and local business leaders, said DDB.

Last year, DDB was sponsored by BreadTalk Group in creating its fourth edition of the agency's The LampPost Project to produce Furoshiki (Japanese wrapping traditionally used to wrap and transport goods) carryall cloths for charity packages.

Last year, the fourth iteration of DDB's The LampPost Project, which produces Furoshiki (Japanese wrapping traditionally used to wrap and transport goods) carryall cloths for charity packages, was made possible by BreadTalk Group's sponsorship of the agency.

According to DDB, the reusable LampPost Furoshiki promoted global efforts to minimise packaging and invest in more environmentally friendly methods for packing and shipping goods.

Related articles:
DDB's LampPost Project returns with colourful Singapore Shoulder Sling
DDB's LampPost project returns this National Day to help less privileged

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