Campaign Spotlight

Singapore PM participates in ‘Back to School’ campaign from BBH Singapore and Income

SINGAPORE – Income along with their creative agency BBH Singapore have launched a social initiative campaign for a community development program – Back to School – getting famous Singaporeans and calling the public to get their school kit back on.

The campaign for #IncomeOrangeAid, launched last Thursday, has already garnered thousands of shares, with citizens and prominent members of the public supporting the cause by posting pictures of either themselves in their old school uniforms or their old alma mater photographs.

And as of September 25, Singapore’s Prime Minister Lee Hsien Loong joined in the initiative, posting this message on his Facebook page with a photograph of his Primary 6 class photograph:


To kickstart the campaign, BBH and Income enlisted the support of personalities such as renowned blogger mrbrown, actress Rebecca Lim, Member of Parliament Tin Pei Ling and musicians Rai Kannu and Jack Ho who donned their alma mater uniforms to support the OrangeAid campaign.

Other personalities from all walks of life – entertainers, and a doctor to social entrepreneurs, photographer, hawker and bloggers – are currently supporting the cause, and have garnered the support of their followers to support the initiative on social networks.

The campaign invites Singapore to join in and support education for youth in need by posting old photos of themselves in school uniforms on Facebook and to tag three friends to do the same.

OrangeAid, Income’s community development arm, champions education of youth in need through the Future Development Programme via bursaries, financial literacy education and career/ personal development programmes.

In a united show of support, even Income’s own CEO Ken Ng and CMO Marcus Chew along with members of the management team have posed in their uniforms for good measure.

For every photo post that’s tagged with the caption below, Income will donate $1 to the Future Development Programme, for up to $1 million. Each post needs to be set to public so that they can be collated effectively to match the donation.

Back To School follows on from OrangeAid’s first campaign, the award-winning online film Last Day of School by BBH which was most recently awarded a Cannes Entertainment Lion, a new category that honours creativity that turns content into culture.

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