MAKING SG CARES MATTER MORE

SG Cares

The SG Cares movement is dedicated to guide and support the goodwill of all who live in Singapore to better help those in need. From daily acts of kindness to volunteering together with friends, colleagues, neighbours and others — every action matters.

  • ISSUE
  • RESEARCH & BRAND OPPORTUNITY
  • DESIGN & ACTIVATION
  • SCOPE
  • RESEARCH
  • STRATEGY
  • DESIGN
  • INDUSTRY
  • NON-PROFITS
  • PUBLIC SECTOR

CHALLENGE

There was a need for better articulation of the role and purpose of SG Cares, both amongst the internal team and external stakeholders. Partners, including ground-up movements, volunteer centres, social service agencies and corporates, needed to understand how SG Cares as a movement, could bring value to them. 

Linked to this, there was a need to develop a more 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.

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

OldSGCaresArch

SOLUTION

Through a series of in-depth stakeholder interviews, focus groups with different segments of the population as well as social service agencies, we helped inform the need for stakeholders to understand the role and purpose of SG Cares.

 

A co-creative workshop with key players in the social service landscape and the SG Cares team led to a repositioning strategy that better articulated what the movement stood for, as well as uniting the various programmes / service brands under the umbrella movement, and establishing a new path forward for implementation.

 

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

 

NewSgCaresArch 1

 

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. 

  

VCMedium

Photo Credit : https://www.straitstimes.com/singapore/new-volunteer-centre-in-tampines-to-better-coordinate-programmes-to-help-community

IMPACT

The updated SG Cares positioning was launched in April 2021 in conjunction with the opening of SG Cares Volunteer Centres at Yishun and 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.