for a golden home (2015)
A social campaign to raise awareness and funds for our elderly living alone in one-room flats via crowdsourced projects. In the two months it went live, the campaign raised $61,122.93, galvanised 50 pledged projects by corporates and individuals, executed social media and video marketing campaigns, and garnered publicity via national newspapers, broadcast, and media influencers.
Media publicity include The Straits Times, Channel News Asia, 联合早报, AsiaOne, and various lifestyle platforms and blogs.
Roles: Campaign Manager, Content Strategy, Copywriting, Press Communications, Events.
why be towkay tan (2016)
An initiative to help migrant workers integrate into society. A campaign commissioned by National Integration Council, MCCY.
The film feature was screened in local theatres during Chinese New Year (Singapore) and George Town Festival (Penang). It can now be viewed on Viddsee.
In heading PR & Content, I took charge of media pitching and relations and managed content for the website (now defunct) and social media. Content included video interview transcripts, informative articles, and features with migrant workers and social activists.
Media publicity include CCTV4, Berita Harian, 联合早报, and NTU Alumni.
Roles: Web Copy, Press Communications, Social Media Content & Marketing.
50 for Fifty (2017-Current)
As one of the changemakers in the second phase, I teamed up with Amanda from Empyreal with plans to integrate digital and print platforms that tackled mental health stigma. Content would consist of practical advice from medical professionals, weaved with personal stories of individuals who have gone through, or are going through, a spectrum of mental health issues such as depression, anxiety, bipolar and personality disorders.
The publication and platform would also provide insight and perspective for those who know someone in such a condition, but lack resources to seek advice from. Contributors include Benjamin Kheng from The Sam Willows and practitioners from Singapore Association of Mental Health.
The initiative grew to join hands with a multi-disciplinary group of changemakers: Rebekah Lin, Lepark (now defunct), and Tim De Cotta from Getai Group. Currently in replanning stages. Happy to speak if you’re keen to find out more or collaborate.