Access to Justice for All

Pro Bono SG

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.

“Activiste played a pivotal role in the successful rebranding of our charity from Law Society Pro Bono Services to Pro Bono SG, effective from October 2022. Undertaking such a significant transition, it was paramount for us to partner with a consultancy that not only understood the sensitivities involved but could also guide us through the process with the utmost professionalism and attention to detail – qualities that Kim and her team exemplified throughout our collaboration.

Despite the potential financial burdens a rebranding exercise could impose on a charity, Activiste offered their services at a low bono fee, a gesture that spoke volumes about their commitment to supporting meaningful causes. Under Kim's leadership, the team demonstrated an exceptional blend of professionalism, diligence, and attentiveness, ensuring that our needs were met with the highest standards of service. Their commitment to excellence was evident in every interaction, making us feel valued and supported at every turn.”

Tanguy Lim
CEO

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.

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