Background

Home Sweep Home is a large-scale advocacy and impact programme conducted by Habitat for Humanity Singapore. The event aims to utilise volunteering efforts to provide improved living conditions (housing or otherwise) for elderly in society.  

Challenge

Uninformed about the severity of the situation, volunteering has become a neglected priority in the lives of many Singaporeans. Moreover, with the number of vulnerable elderly set to double by 2030, there is a rising urgency to inculcate a spirit of civic-mindedness in the younger generation.

Solution

Recognising the effectiveness of social media, we focused on using one such platform to: (i) recruit volunteers for Home Sweep Home, and (ii) raise awareness about the socio-demographic climate.  

Execution

Introduction of a multifaceted engagement campaign on popular social media platform —Facebook.

The campaign comprises of a tailored mix of (i) engagement visuals, (ii) human interest story videos, (iii) a teaser video, (iv) a Boomerang video, and (v) a campaign video. In addition, an array of print collaterals were also produced for offline campaigning. 

Results 

Extremely well-received by consumers and businesses alike, sign-ups surpassed the initial target of 3000, and Habitat for Humanity Singapore found themselves having to turn away potential participants. With 120 homes cleaned and 378kg of litter picked, the event is now set to take place as key event annually.