NCSS aims to build up SG cares brand, calls for branding pitch

The National Council of Social Service (NCSS) is on the hunt for an agency to manage brand development and strategy. The list of duties are qualitative research for volunteering in the social service sector and the national movement named SG Cares, the development of a brand strategy for SG Cares, a brand guide with production of brand assets, and a brand implementation plan.

According to the government body, the agency needs to create "a well-thought out strategy and implementation plan that provides a brand development roadmap for targeted outreach and complement the existing SG Cares brand on a national level." A designated experienced team for account servicing, research, creative and planning will also be needed by NCSS and the team will manage critical stages of the creative development, and ensure the deliverables are met.

According to Gebiz, the site briefing is on 23 January at 2 pm and the tender closes at 4 pm on 6 February.

Separately last year, NCSS unveiled a chatbot to encourage mental health sufferers to seek help, as part of its “Beyond the Label” campaign which ran for the second year. Developed by McCann Worldgroup Singapore and AI technology partner AiChat, the Facebook Messenger chatbot named "Belle", connects youth, adults and seniors to mental health resources and helplines, as well as educate the public with tips on how to interact and support persons with mental health conditions.

In 2018, it selected IPG Mediabrands Singapore to handle its integrated marketing communications campaigns, media planning and buying services. This included the remit of being its social media agency. Other agencies which vied for the account were J. Walter Thompson Singapore, Mandate Communications and Paprika Global.