SINGAPORE – For the first time in Singapore, McCann Worldgroup Singapore and Community Chest are partnering with leading eCommerce platform, Lazada, on a digital fundraising campaign that seeks to raise donations for over 80 social service agencies and more than 200 critical social services.
The “Add a New Story” fundraising campaign on Lazada features three short films (“Time”, “Movement”, and “Space”) conceptualized and executed by content creators from Viddsee highlighting the empowering effects of donations on six of Community Chest’s beneficiaries, and aims to inspire the community to donate and help “add a new story” to the lives of those in need. Instead of receiving an item after placing an “order” on Lazada, the monies are “gifted” as donations to Community Chest after checkout.
Leveraging popular year-end shopping events such as today’s 11.11 Global Shopping Festival, as well as Black Friday, 12.12 and Christmas, shoppers can visit the Community Chest page on Lazada to learn more about six Community Chest beneficiaries, and choose to make donations by purchasing one of six “gift boxes” available in varying denominations ($15 to $100). Instead of receiving an item, users’ donations go directly to Community Chest.
Details on the range of social services for the different vulnerable groups supported by Community Chest accompany each of these “gift boxes”, helping shoppers better understand the impact of their donations. In support of this, Lazada will waive a portion of the platform’s transaction fees and invest in raising awareness of the fundraising campaign.
“Helping society progress is at the heart of what Lazada aims to achieve, and this partnership with Community Chest gives us an opportunity to tap the unique strengths of eCommerce to do good, and engage our customers in a meaningful way. By launching this initiative alongside Lazada’s 11.11 Shopping Festival, we hope shoppers will support our efforts to promote social well-being and give back to the less fortunate members of our community,” said James Chang, CEO of Lazada Singapore.
The e-commerce fundraising campaign was conceptualized by McCann Worldgroup Singapore and Community Chest’s brand and communications team to help next-generation donors recognize the relevancy and significance of Community Chest. Donors today prefer giving experiences that clearly articulate the impact of their contributions, and are turning to less traditional donation vehicles, such as online crowdfunding platforms, where the immediacy of their contribution is clearer. The Community Chest shopfront (www.lazada.sg/community-chest) on Lazada leverages online shopping sprees during the holiday season, and encourages shoppers to convert their generosity for gift-giving towards those in need.
Alfred Wee, Creative Director said “Black Friday, Singles Day and the Christmas season reward digitall-savvy shoppers with the best deals and discounts on their dream products. As Singaporeans enjoy their shopping spree, we hope that they’ll also add a more meaningful purchase to their basket…essential social services that could help change the lives of our beneficiaries fulfilled by their donation to Community Chest.”
Up to 20 per cent of all funds raised by Community Chest from now until 31 March 2020 will be matched by the Government through the Bicentennial Community Fund. With fundraising and operating costs covered mainly by Tote Board Group, 100 per cent of donor contributions go towards Community Chest’s supported causes and charities.
“Collaborations bring about greater impact, and that is why Community Chest is thrilled to partner an eCommerce leader like Lazada in caring for people with different needs within our community. As we continue to innovate our digital fundraising efforts, Lazada’s reach through their eCommerce gateway will enable us to engage more people in building a caring and inclusive society, especially millennials who like to care through the convenience of digital wallets. We hope that as everyone is adding items to their online shopping carts, they will also add a new story to the lives of those in need by extending the gift of a donation,” said Charmaine Leung, Managing Director of Community Chest.
Credits:
Group Account Director: Fathrul Fazakir
Senior Account Manager: Natalie Oh
Account Executive: Jerome Tan
Creative Director: Alfred Wee
Senior Art Director: Adrian Loo
Art Director: Ketian Ng
Copywriter: Sobbina Yap / Isabel Servando
eCommerce Partner: Lazada Group
Media Agency: IPG Mediabrands (UM Singapore)
Production: Viddsee
About McCann Worldgroup:
McCann Worldgroup, part of the Interpublic Group (NYSE: IPG), is a leading global marketing solutions network with over 20,000 employees united across 100+ countries by a single vision: To help brands play a meaningful role in people’s lives. McCann Worldgroup was recognized by the Cannes Lions as the 2019 Network of the Year and by the Effies as the world’s most creatively-effective marketing services company both in 2018 and 2019. The network comprises McCann (advertising), MRM//McCann (science/technology/relationship marketing), Momentum Worldwide (total brand experience), McCann Health (professional/dtc communications), CRAFT (production), Weber Shandwick (public relations) and FutureBrand (consulting/design).
About Lazada Group:
Founded in 2012, Lazada Group is the leading eCommerce platform in Southeast Asia. We are accelerating progress in Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam through commerce and technology. With the largest logistics and payments networks in the region, Lazada is a part of our consumers’ daily lives in the region and we aim to serve 300 million shoppers by 2030. Since 2016, Lazada is the Southeast Asia flagship platform of the Alibaba Group powered by its cutting-edge technology infrastructure..
About Community Chest:
As the hallmark of care and share, Community Chest has been uniting the community to fundraise and serve those in need since 1983. In 2019, as Singapore reflects on its progress and milestones since its founding 200 years ago, Community Chest aims to highlight the importance of community giving and how it has been integral to the success of Singapore since its early days.
Under the Bicentennial Community Fund, the Government will provide dollar-for-dollar matching for donations to Community Chest, up to 20% of the total funds raised from 1 April 2019 to 31 March 2020. Through this, Community Chest hopes to encourage the community to give and maximise the impact to enhance the sector’s capabilities, create impactful partnerships and make caring a part of our everyday lives.
Community Chest supports about 80 social service agencies to meet underserved, critical social needs. As our fundraising and operating costs are covered mainly by Tote Board Group, 100% of donor contributions goes towards empowering the lives of:
– Adults with disabilities
– Children with special needs and youth-at-risk
– Families in need
– Persons with mental health conditions
– Vulnerable seniors
Find out more at comchest.sg
About Viddsee
Viddsee is a leading video entertainment platform for short premium content. With over 1 billion views powered by data insights and a trusted community, we empower storytellers by enabling the creation of films and amplifying stories to targeted audiences.
