SINGAPORE — A moving collaboration between Community Chest and DDB Group Singapore is setting hearts alight with the launch of A Million Dreams, a film-led campaign that reimagines what it means to give, one dream at a time.
As part of SGSHARE, the renewed national giving programme marking SG60, the campaign is a powerful call to action: to help build a more inclusive, compassionate Singapore through sustained support. The initiative is an evolution of the former SHARE programme which channels donations toward uplifting children with special needs, adults with disabilities, at-risk youth, persons with mental health conditions, and families and seniors requiring assistance.
At the heart of this campaign lies a cinematic storytelling masterpiece. Anchored by a stirring rendition of A Million Dreams from The Greatest Showman, the film is more than a visual experience, it’s a soul-stirring tribute to everyday resilience and hope. Featuring real-life service users and grassroots changemakers, the piece is brought to life by the soaring voices of the Voices of Singapore Children’s Choir and Starlight Voices, creating a moving tapestry of sound and story.
DDB’s nationwide campaign sets out to rally Singaporeans to give regularly through a convenient subscription model. Sustained giving means social service agencies can meet increasingly complex social needs and plan for the future.
“If Singapore’s history has taught us anything, it is that dreams can come true when we work together,” said Jeff Cheong, CEO of DDB Group Singapore. “Singapore was built on the dreams of our forefathers who dared to dream big, impossible dreams. Look around you, and you will see the reality of our dreams today. As we celebrate SG60, our hope is for Singapore to be a caring and inclusive society, one that carries people forward and no one is left behind.”
Launching on 20 March, the campaign film is supported by free-to-air TV, out-of-home, transit, and digital ad placements, plus social media content collaborations to encourage individuals and corporate partners to pledge their ongoing support.
“We are excited to collaborate with DDB and our social service partners for this meaningful campaign that the entire nation can be a part of,” says Pearlyn Tseng, Director of Communications at the National Council of Social Service (NCSS). “We hope that the film will inspire everyone to take action in this special SG60 year to support those in need – whether it’s through making a small donation or volunteering their time. Together, we can build a caring and inclusive Singapore, where everyone has the opportunity to realise their dreams, regardless of their starting points.”
100% of SGSHARE’s proceeds go towards empowering communities in need. All donations made from 1 January 2025 through SGSHARE will be matched dollar-for-dollar by the Government in this SG60 year.
CREDITS
The campaign was brought to life by DDB Group Singapore in collaboration with:
Abundant Productions
MINDS
New Hope Community Services
PPIS
Redeafination
Running Hour
SHINE Children & Youth Services
SINDA
Voices of Singapore Children’s Choir & Voices of Singapore Starlight Voices
Yellow Box Studios
