Singapore Red Cross gets real in emotional ad series

Singapore Red Cross (SRC) has launched a campaign to promote its suite of local community services and raise awareness to further its fundraising efforts. The campaign was conceptualised by MullenLowe Singapore.

As a part of the communications exercise, there will be a core television commercial that will be launched along with four films meant for digital mediums. Additionally, SRC would also be tapping outdoor mediums to promote its message.

It aims to engage people in the stories of some of the beneficiaries and show how their donations and support are needed for SRC to continue supporting its beneficiaries. Additionally, it works towards addressing a misnomer that Singaporeans do not need humanitarian help.

Some of these services being promoted include Transport Aid – which provide the elderly or disabled with transport for their aid for critical needs. Other services include Food Aid, which provides nutritious food for needy families, Red Cross Home for the Disabled and Community-Led Action for Resilience (C.L.A.R.E).

According to Benjamin William, secretary general/CEO of the Singapore Red Cross, the campaign tells the stories of those who have fallen through the cracks.

“By showing how our local community services help make life better for our beneficiaries, we hope more people will come forward to donate and support us in providing much needed aid for vulnerable individuals and families in our midst,” William said.

“MullenLowe Singapore understood the intent of the campaign very well, and adopted an emphatic and collaborative approach when producing the campaign. It was a complex project and the team was gracious and generous with their support. They really put their heart into this project, and this is evident in the moving storylines and visuals,” William said.

Watch the videos here:

“This is a beautiful campaign. With real people. Real stories. A campaign that moves you to make a difference precisely because of that. It is real and it’s happening right now. Hopefully more people agree with this opinion and love the films as much as we do. So the donations can pour in and the engagement with the Red Cross in Singapore can increase as well,” Erick Rosa, executive creative director of MullenLowe Singapore, said.

“It was an absolute pleasure working with the Singapore Red Cross team. Their relentless pursuit to do good for the country and passion for true collaboration pushed us to give them work that we are all proud of,” Srija Chatterjee, global business director of MullenLowe Singapore, said.