LinkedIn, NVPC challenges SG leaders to spark social good in SG60 push

LinkedIn has partnered with the National Volunteer & Philanthropy Centre (NVPC) to launch a new campaign, "In good company", aimed at rallying business leaders in Singapore to champion social impact as part of the nation’s SG60 celebrations.

The campaign uses LinkedIn’s network of over four million professionals in Singapore to spotlight leaders and companies driving positive change beyond bottom lines.

Through a series of stories and video posts, the initiative encourages leaders to share their organisations’ social impact efforts and challenge peers to do the same, in line with the "Forward Singapore" agenda.

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Kicking off the campaign is Feon Ang, APAC managing director at LinkedIn, who posted a video highlighting the platform’s own giving efforts. In it, she tags fellow leaders from companies including Nestlé, EY, Accenture, NCS, and DBS Foundation, urging them to pass it on by nominating three more peers.

The ripple-style campaign hopes to inspire a broader movement of purpose-led leadership that contributes to a more inclusive, caring, and resilient Singapore.

In conversations with MARKETING-INTERACTIVE, Ang said, "At LinkedIn, we believe that doing well and doing good go hand in hand. When we help our members and customers thrive, we’re also creating the conditions to make a broader positive impact. That’s the spirit behind 'In good Company'."

"Business leaders today have both the opportunity and responsibility to lead by example. With LinkedIn’s reach, where every story has the potential to inspire over 4 million professionals in Singapore, we see the power of sharing purposeful action at scale. We hope these stories spark inspiration and encourage others to join the movement," she added. 

LinkedIn isn’t the only brand getting in on the SG60 action. In May, Mandai Wildlife Group launched "Mandai is wild about SG", an initiative featuring limited-time offers, immersive animal experiences, and a push to make nature more accessible to the community.

The campaign invites residents to rediscover the Mandai Wildlife Reserve through nostalgic SG60-themed activities, from discounted entry and wildlife encounters to partnerships with charities and SMEs.

Meanwhile, the Infocomm Media Development Authority (IMDA) is collaborating with local media players to roll out content and exhibitions that celebrate Singapore’s heritage, trades, and diverse communities.

On the fashion front, PAZZION is bringing kopitiam nostalgia to life with its SG60 collaboration with Killiney. Dropping from 2 July to 31 August 2025, the collection reimagines local heritage through modern footwear, apparel, and accessories, alongside a limited-time café menu.

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