Community Chest is a fund-raising and engagement arm that supports over 80 social service organisations to help those in need live more meaningful and inclusive lives.

A noble cause? Yes. Did people care? Not really.

The overall donation rate had dipped in recent years, meaning fewer people could get the help they so badly needed.

To address the falling donations, we had to tug at the public’s heartstrings and sense of empathy. Because even help needs a little support.

Studies have shown that 9 in 10 people show a strong intention to donate. So why aren’t they donating?

The problem was a lack of empathy. So we turned to the one thing that made every Singaporeans’ heart beat faster: online shopping.

E-commerce sites like Alibaba, Lazada, and Amazon enjoy wild popularity among Singaporeans, so Community Chest decided to hit the biggest sales events – Singles Day, Black Friday, the Great Singapore Sale – to bring its message to as many eyeballs as possible.

How did we know it would work? Because of this simple insight into human behaviour.

For one shopaholic too many, the ease of online shopping results in overindulgence, which then leads to a strong sense of buyer’s remorse.

We wanted to give people a new purpose to shop. Without the guilt. Check out for a good cause instead of a new blouse.

‘Add A New Story’ is a digital fundraising campaign in collaboration with Lazada which allows people to add their donations to cart for the very first time. 100% of every purchase made is turned into donations that helps fund over 80 charities.

Lazada shoppers can purchase:

• Job Training for adults with disabilities

• Education for children with special needs

• Counselling Services for youths-at-risk

• Social Work Services for families in need

• Job Training for persons with mental health conditions

• Friendly Visits for vulnerable seniors

Shoppers make donations by purchasing one of 6 ‘gift boxes’ available in various denominations from $15 to $100. To inspire empathy, each gift box tells the story of a beneficiary in need who could be helped by your purchase. Quite simply, you can add a new story to their lives for as little as $15.

The campaign was launched with the profiles of 6 inspiring individuals whose stories were captured by award-winning documentary photographer, Mindy Tan.

Accompanying each of these ‘gift boxes’ are details on the range of social services for the different vulnerable groups supported by Community Chest, helping shoppers better understand the impact of their donations.

6 short films were created to highlight the empowering effects of donations on six of Community Chest’s beneficiaries.

OOH & Digital Banners

To garner further engagement, OOH and targeted digital banners on other e-commerce sites were launched, featuring real-life stories of these 6 profiles.