Covering print, in-store brand activation and digital, the campaign hopes to raise SG$70,000 to provide elementary English language programs and a library for the orphaned, handicapped, underprivileged and street children at the Children’s Shelter Foundation in Chiang Mai, Thailand.
The campaign will run until 24 December.
With the tagline 'Let’s unfold a future for the children through education', Grey Singapore, Yolk and members from Origami Singapore made 2,000 heartshaped origami bookmarks.
These bookmarks will be given to shoppers who donate, upon which they can write their Christmas wishes to the children, and Metro will then forward them to the Foundation.
The bookmarks come in two unique and original heart motifs, 'Heart Corner Marker' and 'Book of Love', designed by origami artist, Francis Ow.
The public can make online contributions on Metro's microsite, which was designed by Yolk. They can either pledge a page where they can upload a picture and leave a message of hope and encouragement for the children; or make a donation to help turn their dreams into realities, or both.
All online messages will be collated, printed and bound into a book; to become the first book to be featured in the library when built.
Pang Say Kong, general manager of Metro Pte Ltd, noted that the charity project has raised over S$1million to help children from needy communities in Asia since its launch in 2001.
“Grey has been a firm supporter of our cause and we recognise our valuable partnership with them. The agency’s unique approach and creativity has helped our charity initiative gain a lot more visibility, as people are more aware of the different ways in which they can help disadvantaged children get a brighter future.”
Subbaraju Alluri, CEO at Grey Group Singapore, said, “As part of our ongoing efforts to give back to the community, ‘Metro for Children’ was a natural choice. It’s a wonderful cause that empowers children with skill sets that will help to create a brighter future for them.”
