As part of NTUC Income’s CSR arm - Orange Aid, BBH Asia Pacific has created a short film based on a true story of a destitute student. This campaign is created to highlight the primary cause of NTUC Income’s CSR arm - Orange Aid - which is to support underprivileged children and youth in Singapore.
The film, ‘Last Day of School’ specifically targets the OrangeAid Future Development Programme that supports students from low-income families who are likely to forgo tertiary education in favour of entering the workforce to support their families.
The film is based on a true story of a bright young student who nearly forgoes her tertiary education to become caretaker to her disabled father and two younger siblings. According to NTUC Income, her story was one of many similar stories that are brought to light by the OrangeAid programmes, targeting both NTUC Income’s policy and non- policyholders.
Ken Ng, chief executive of NTUC Income said: “OrangeAid strives to level the playing field and provides equal opportunities for children and youth from disadvantaged circumstances. Through the Future Development Programme, we want to make an impact by ensuring that youth from lower income families can achieve a better future through education.”
Janson Choo, creative director, BBH Asia Pacific said:
“I wish we didn't have to make this film but unfortunately such stories exist in Singapore, with far worse situations. We hope this film will move people to come together and help underprivileged students achieve the tertiary education they deserve.”
NTUC Income will commit SG$2.5 million to help 1,000 needy students in ITE (Institute of Technical Education) and Polytechnics . Besides bursory funding, NTUC Income will offer these students financial literacy lessons, personal and career development, as well as help them find work opportunities.
Watch the video here:
Agency: BBH Asia Pacific
Chairman - Charles Wigley
Executive Creative Director - Scott McClelland
Creative Director - Peter Callaghan
Planner - Thomas Wagner
Creatives - Janson Choo, Khairul Mondzi, Germaine Chen, Marcus Yuen, Boo Weiyi
Account Management - Bibiana Lee, Cheryl Cheong
Producer - Kim Lim
Director - James Lee
Production house - Doghouse73 Pictures
Song - "Sapsorrow" by Lanterns On The Lake