NTUC Enterprise shows appreciation for the pioneer generation

NTUC Enterprise has launched a six-week campaign to pay tribute to the pioneer generation.

The campaign aims to remind Singaporeans to show appreciation to the pioneers and draws attention to the important roles they play in everyday life. It also aims to support the work currently carried out in the NTUC social enterprises to give Pioneers priority and preferential treatment.

The campaign includes a Television commercial (TVC) that will run over four weeks on Channel 5, Channel 8, Channel U and selected channels on cable TV. There is also OOH and digital aspects of the campaign.


Lynette Ang, chief brand & communications officer, NTUC Enterprise said: “The TVC is a heartwarming and slightly humorous take on how pioneers react to our “thank you” gestures. They might fuss a little, but deep down inside, we know they appreciate them.”

NTUC Enterprise’s efforts to help the pioneer generation include the Priority Queues in NTUC FairPrice, priority queue numbers in NTUC Income, having the priority to move up to the head of the queue in NTUC Unity pharmacies, and Priority Seats in NTUC Foodfare.