We’ve seen how some social media marketing strategies can go sideways, but if done correctly, especially if it’s for a good cause, the impact can be astounding. Every now and then we’ll chance upon an inspiring initiative that we can get behind, like NTUC Income’s OrangeAid program.
Now in its fifth year, OrangeAid will provide financial support for the education of those in need through initiatives like the Future Development Programme, Income Family Micro-Insurance Scheme and more. This year, 15 well-known local personalities—including politicians like Tin Pei Ling, photographer Aik Beng Chia and musicians Jack and Rai—are fronting the campaign dressed in their alma mater’s uniforms as part of their social media fundraising strategy, aptly called “Back To School”.
Support the cause and post a photo of yourself in your old school uniform because for every such photo tagged with the caption, “I support #IncomeOrangeAid and education for youth in need”, Income will donate $1 to the Future Development Programme until it hits the $1 million mark. The Facebook initiative will run until Oct 21. For more information on OrangeAid, click here.
Check out some of the personalities who’ve hopped on board the initiative:
