McCann Worldgroup Singapore and Community Chest Campaign Encourages People to Shop for Those In Need

As part of a digital fundraising campaign that seeks to raise donations for over 80 social service agencies and more than 200 critical social services, McCann Worldgroup and Community Chest are partnering with leading eCommerce platform Lazada to encourage shopping for those in need.

The “Add a New Story” fundraising campaign features three short films created and produced by 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 money is “gifted” as donations to Community Chest after checkout. 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,” said James Chang, CEO of Lazada Singapore. “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.”

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.


The Community Chest shopfront on Lazada leverages online shopping sprees during the holiday season and encourages shoppers to convert their generosity for gift-giving towards those in need.

“Black Friday, Singles Day, and the Christmas season reward digital-savvy shoppers with the best deals and discounts on their dream products,” said Alfred Wee, Creative Director. “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 percent 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 percent 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,” said Charmaine Leung, Managing Director of Community Chest.

You can visit the storefront on Lazada here.


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)

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