Pro Bono SG
Access to Justice for All
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Law Society Pro Bono Services (LSPBS) was established in 2007 as an office of the Law Society of Singapore to bring free legal assistance to those in need. In 2021, it became a Singapore-registered charity with an Institution of a Public Character status.
CHALLENGE: Need to Raise Its Profile
With low visibility and awareness outside of the legal fraternity in Singapore, as well as a lack of familiarity with its suite of services, donor fatigue, coupled with confusion about how it was different from the Law Society of Singapore, there was a clear need to raise its profile and enhance public education on legal access.
Its transition to become a Singapore-registered charity with an Institution of a Public Character status at the end of 2022 provided the impetus to review its name, positioning, and key messages.
SOLUTION: Empowering All Through the Law
Through a series of stakeholder interviews and secondary research, Activiste identified the brand opportunity, and developed a new name, identity, and messaging framework as part of its brand refresh.
The launch of Pro Bono SG, affirms the charity’s commitment to providing “Justice for All”, ensuring that legal aid remains accessible for Singaporeans who are unable to afford legal representation.
IMPACT: Democratising Legal Access
The rebrand of LSPBS into Pro Bono SG ties in with the launch of the Public Defender’s Office (DPO), as part of a concerted national effort to sustainably fund and maintain pro bono legal schemes for the needy.
Subsequent media coverage on the launch served to raise awareness of Pro Bono SG and its suite of services.