PCF brings compassion-driven careers to Singapore heartlands

The PAP Community Foundation (PCF) has rolled out a new recruitment campaign, “A career that cares”, aiming to connect with Singaporeans across neighbourhoods and digital platforms.

The campaign, created with agency Tilt, is now live on DOOH screens and social media in areas including Tampines East, Tanglin, Boon Lay, and Jurong East. It invites locals to explore careers where compassion meets professional growth.

As Singapore’s largest preschool operator, PCF runs around 350 Sparkletots preschools and a growing Sparkle Care eldercare network. The organisation says the campaign highlights pathways for individuals seeking careers that enrich both their lives and the lives of others.

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Through a multi-channel approach, Tilt aims to make the campaign visible across physical and digital spaces, from neighbourhoods to social media feeds. Running from July to December 2025, “A career that cares” reflects PCF’s people-first culture and mission to champion meaningful work.

“Tilt’s copywriting and visual approach beautifully capture the heart of what a career at PCF represents—a calling to nurture, uplift and make a lasting difference. We believe this campaign will inspire individuals who wish for their work to touch lives meaningfully each day, especially those seeking purposeful careers in early childhood education and eldercare,” said June Tan, director of brand and communications at PCF.

Karn Singh, group creative director at Tilt added, “‘A career that cares’ is for those who believe ambition and compassion don’t stand apart, but belong together." 

PCF’s people-first message echoes a wider trend in workplace initiatives. Most recently, LinkedIn has teamed up with fashion brand Love, Bonito to launch a campaign addressing the persistent confidence gap faced by women.

Titled "What we don’t ask: Career questions women should start asking", the initiative surfaces questions women often hesitate to raise — from mentorship and communication to navigating career growth — and pairs them with insights from LinkedIn’s APAC HR director Sumita Tandon, Love, Bonito CEO Dione Song, and Malaysia’s top 20 LinkedIn creator Crystal Lim. It also features Nas.io’s Jacq Lim, LinkedIn Top Voice Sylvia Yu Friedman, and Indonesian entrepreneur Sabrina Anggraini.

The collaboration, LinkedIn’s first in Asia, aims to show how women can combine practical tools with human guidance to grow with confidence.

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