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SG Cares

Building Bridges Across Society

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SG Cares is a national movement, championed by the SG Cares Office and co-led by the National Volunteer and Philanthropy Centre and the National Council of Social Service, to build a more caring and inclusive home for everyone in Singapore.

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CHALLENGE: Galvanising a Nation

In seeking to develop a more caring and participative society across a nation, it was important to have a unifying voice championing the diverse needs and social initiatives that require support. Accompanying this, was a need for a better articulation of the role and purpose of the movement as it collaborates with, and supports social service agencies and other non-profit organisations.

SOLUTION: Galvanising Change-Makers

A cohesive brand strategy, product brand architecture and an actionable plan to build stronger awareness and rally all social service providers, volunteers and donors to the larger SG Cares cause, give it added impetus. A refreshed and coherent brand architecture that reflects the many channels through which it makes care more efficient and effective across Singapore. Coupled with a new brand narrative, with examples of how to apply this across multiple channels including the app, social media and website, and a new approach for co-branding with partners and volunteer centres, the movement looks set to garner greater traction.

IMPACT: Building Bridges to Better Ways of Caring

The updated SG Cares positioning was launched in April 2021 in conjunction with the opening of a new SG Cares Volunteer Centre at Tampines. We’re excited to see how the movement continues to grow, gain traction as it seeks to build bridges towards better ways to care.

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A fragmented product/service brand architecture with a proliferation of logos diluted the impact of this movement.

A refreshed and coherent brand architecture that reflects the many channels through which it makes care more efficient and effective across Singapore. 

The SG Cares strategy was to target ground up movements and charities than to reach out directly to consumers.

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With the new brand narrative with examples of how to apply this across multiple channels including the app, social media and website, was also a new approach for co-branding with partners and volunteer centres.

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Volunteers at Singapore’s various SG Cares Volunteer Centres could have their ranks bolstered by legal professionals under a new partnership with the Law Society Pro Bono Services (LSPBS). Under the MOU, LSPBS will be a national-level intermediary for national volunteerism movement SG Cares to grow skills-based volunteerism within the legal sector.

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