The National Volunteer & Philanthropy Centre (NVPC) is a non-profit organisation that advocates giving in Singapore. The organisation's mandate is to understand and champion a vision of ‘City of Good’ of, by and for the Singapore society, where individuals, organisations, and leaders come together to give their best for others.
Inspired by NVPC's mandate to work towards a City of Good, the Spark team conceptualised and launched a digital campaign that uncovers what 'good' actually means to Singapore.
Our strategy was to tap on Singaporeans’ love for sharing good things with each other, and ask them: Is what you think is good, really good?
Whatisgood.sg Website
To gather the findings, we created a fun and interactive website with an ever-changing questionnaire. With multiple choice questions, website visitors share their views on hot topics often debated over, such as good food, music and even housing. We then led them to answer other important questions, such as their idea of a good neighbour or employer. As visitors submit their answers, they would be able to instantly compare their idea of good, with actual results contributed by other users. Try the quiz for yourself here!
Goodle Street Challenge
To amplify our campaign online and lead more people to our website, we created a social video which uncovered just how different ‘good’ means to everyone. The Spark team took to the streets to conduct interviews with a twist – asking Singaporeans to draw their interpretations of good.
Good vs Good Social Content
For further amplification of our website, we also got Singaporeans thinking about how the meaning of ‘good’ differs from person to person, with Facebook posts and web banners that pose questions around different topics and present two equally favourable options.
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For those who keep our nation on track
Even during the COVID pandemic, our public transport workers continued to ensure that our transport system was running smoothly and efficiently. So when the National Transport Workers’ Union (NTWU) (LTA) wanted to show appreciation to the public transport workers for their contributions, the Spark agency set out to create a series of posters.
Bringing transport heroes to light
The Spark team wanted to shed light on the hard work of these transport workers, whose efforts are usually out of sight from the public eye, and during late hours into the night.
This thought inspired our posters, which are entitled ‘What You Don’t See’. The idea is to visualise the areas, tasks and sacrifices unseen to the public. Using a four-word copy construct, each poster is meant to catch the attention of commuters and deliver the message succinctly.
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Spreading the warmth and joy of SUN-DAC
SUN-DAC is a non-profit social service agency that serves and cares for persons with disabilities across 3 centres. An affiliate of the NCSS, SUN-DAC aims to help people with disabilities live each day positively with tailored programmes of constructive activities. They also provide respite for parents and caregivers of people with disability through support and assistance services.
To spread the word of SUN-DAC’s meaningful work and encourage more Singaporeans to volunteer or donate, the Spark team conceptualised and created a feature video for the organisation.
Deep history, deeper connections
Through research, Spark uncovered a rich history behind SUN-DAC. In 2020, SUN-DAC marked its 30th anniversary. It was also the first Day Activity Centre (DAC) that caters for intellectual disability to be located at an HDB void deck. Over the decades, SUN-DAC has touched the lives of many.
These findings anchored the concept of the video – which the Spark team eventually decided to split into two instead, in order to cater to the short attention span of the online audience. The two videos featured SUN-DAC’s rich history in one, and its volunteers in the other.
While the first video served as a comprehensive introduction to the organisation, the second tugged at the heartstrings of viewers. In it, volunteers share their stories, bringing to light the efforts on-ground and their motivations to make a difference. It shows how the organisation creates a positive impact on its beneficiaries as they build on their strengths, ultimately encouraging viewers to volunteer or donate.
