No commercial intent, just #DOgood: Prudential ad tackles fake news and stigmas

Prudential Singapore has released a #DOgood video on Facebook, aimed at encouraging members of the public to do good amidst the challenging time of the COVID-19 outbreak.

Conceptualised by VaynerMedia Singapore, the spot touches on spread of fake news, stigmatisation faced by Chinese citizens in general, while also covering the deeds by benevolent members of the public across the globe. This includes residents leaving masks and hand sanitisers in lifts for others to use, as well as one man who left a box of masks outside a police station, among others. These posts and videos were credited and attributed to respective media outlets and individuals who had reported it first.

The video has already been shared by local production company Night Owl Cinematics and local meme website SGAG to spread the message of positivity. According to Prudential, there is no commercial intent behind the video and its sole purpose was to encourage members of the public to be united and do good together.

In addition, Prudential has donated SG$100,000 to The Courage Fund, and together with VaynerMedia Singapore will be working to assist Community Chest with driving donations to aid those affected by the virus.

Similarly, fellow local insurance company Great Eastern has pledged to unveil a SG$1 million support package to help customers affected by the COVID-19 outbreak. On a national level, the insurer will also contribute  SG$200,000 to The Courage Fund, which is administered by the National Council of Social Service and Community Chest. The Courage Fund aims to support vulnerable individuals and groups such as patients, healthcare workers and members of the community affected by serious infectious diseases.

Other local companies that are extending help include Grab, Far East Organisation, ComfortDelGro and others. Grab introduced a dedicated, round-the-clock to enable healthcare professionals to travel to and from hospitals, who may face increased difficulties in getting rides due to heightened public awareness of COVID-19 situation.

Far East Organisation said in a CNA article that it will provide 200 packets of food to NUH and Tan Tock Seng Hospital each day from 24 February to 28 February, as a gesture of appreciation for the hospital workers. ComfortDelGro too has offered to deliver meals to hospitals in the weeks ahead, and committed SG$10,000 in taxi vouchers to the Community Foundation’s Sayang Sayang fund.

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