HomeResourcesNewsCFS’s first brand campaign ‘Portraits of generosity’ to inspire giving
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CFS’s first brand campaign ‘Portraits of generosity’ to inspire giving
John Doe
In tandem with its 10th anniversary, CFS launched its first ever brand campaign ‘Portraits of Generosity’– a series of heart-warming donor stories uncovering each donor’s motivation for giving.
Looking back at their lives, donors share their motivations for why they chose to give back to those in need. Be it an act of kindness, a family member’s compassion or a long tradition of philanthropy, the campaign unearthed the diverse experiences which left a mark on each donor’s life and spurred them to give back. Donors also open up about their philanthropic journey, why they chose to support specific causes and how seamless the giving experience can be through starting a fund with CFS.
The campaign kicked off with six of CFS’s donors: Keith Chua, Trina Liang-Lin and Edmund Lin, Govind Bommi, Yeo Suan Wei and Liontrust. “We believe that every act of giving is inspired by a story of life, values and experiences. Working with our donors and agency DDB, we brought these stories to life through a relatable and engaging campaign. Through these first-hand accounts of giving, we hope that others will realise that they too, have it in them to open their hearts and give back,” commented Yuen Yee Foong, Head of Marketing at CFS.
Launched across multiple media platforms including video, digital and print, the campaign runs from August to December 2018.
Reflecting upon a growing social consciousness amongst Singaporeans, Catherine Loh, CEO of CFS remarked, “I believe there are many others like our donors in Singapore who want to contribute back to society, but have not considered becoming philanthropists themselves. By sharing their stories on a larger platform, these donors show us what is possible.”
She added, “Their passion reminds us of the joy of giving, especially when giving resonates with causes we care about.”
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The competition was organised by City Harvest Community Services Association and received support from FUN! Fund, a Community Impact Fund jointly established by the Community Foundation of Singapore and the Agency for Integrated Care, with the aim of addressing social isolation among the elderly.
Senior Minister of State, Ministry of Communications and Information & Ministry of National Development Mr Tan Kiat How attended the event. He encouraged the elderly to stay physically and mentally well, as well as urging them to participate in community activities and enjoy their golden years together.
The programme provides the children with a non-threatening platform to connect with peers and have positive conversations. In addition, it exposes them to different people who can assist to broaden their perspectives.
L.S., a volunteer with the Reading Odyssey programme @ Spooner Road
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News
The Straits Times: She helps pupils with special needs cope in school
John Doe
by Nur Syahiidah Zainal, 3 October 2016
Just as school starts to wind down in the last quarter, Madam Tutek Alauyah Amir’s work picks up speed.
Her mind skips ahead to new pupils entering Tampines Primary School next year – specifically the ones with special needs like dyslexia, autism or attention deficit hyperactivity disorder – that she is gearing up to help.
For her dedication, the 56-year- old, an allied educator for learning and behavioural support at the school, won the Leading Foundation Teacher Award (LFTA) last year. The LFTA, started in 2014, specifically recognises early childhood and special needs education teachers who have made a difference to their pupils. Read more.
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Stories Of Impact
Equipping the marginalised to create a future for themselves
John Doe
Photo credit: Bettr Group
When Zaza’s only daughter was diagnosed with schizoaffective disorder, Zaza felt lost and powerless to decide the fate of her child. Coupled with the ongoing process of a divorce, her situation grew more desperate, plunging her into depression and hopelessness. She had a diploma in pre-school education, and had to reject offers to further her studies due to her circumstances. It was desperation that kept the single mother going; it was all she could do to keep her head above water and not succumb to the overwhelming pressure.
‘I didn’t know what to do,’ Zaza recalls. ‘I was about to give up. Bettr Barista was my last hope of surviving towards becoming an independent, single parent. That was my last shot.’
Yet against all odds, Zaza has come far to become a Barista at The Social Space café, located in Kreta Ayer. This is all made possible by Bettr Barista (BB), a coffee academy whose mission is to empower the lives of marginalised women like Zaza through professional training and teaching them life management skills. Bettr Barista is a partner of the Learning Initiative for Employment (LIFT) Community Impact Fund, launched by the Community Foundation of Singapore (CFS) in July 2019.
LIFT aims to support programmes like Bettr Barista’s proprietary Holistic Training programme, which provides vocational training for marginalised women and youths at risk, equipping them with the skills to secure jobs in the open market.
Pamela Chng, CEO of Bettr Barista, first had dreams to start a business to do good when she left the tech industry after eight years.
‘I found myself burnt out because I derived little emotional satisfaction from my work. I knew I wasn’t motivated by money – I had realised this much earlier in my life,’ Pamela explains. ‘If I continued to work hard at a business, it had to mean more – to myself, and to society.’
Bettr Barista has certainly made an impact on many of the lives it has touched, including Zaza’s. As the first B Corp certified company in Singapore, it is BB’s mission along with 2,750 other B Corp companies around the world to redefine success as a business and use it as a force for good. These companies have a responsibility beyond just maximising profit, and must operate in an ethical manner that gives back to the community.
Unsurprisingly, Bettr Barista was named the social enterprise of the year in 2017, and 94% of their trainees found jobs upon graduating from the academy’s Holistic Training programme. Not only that, 80% gained improved self-confidence and emotional management skills after having gone through their training.
‘Confidence is the main factor I got. When I started with BB it was difficult in the beginning,’ Zaza says. ‘I had no confidence, only a sense of being lost and a lack of hope. The moral and financial support that BB gave me helped me get back on my two feet. Now I move forward and I will never let adversity control my life again.’
What started in 2011 has grown and developed into The Bettr Group. Apart from selling home-grown specialty coffee in Singapore, it now encompasses a training academy, retail products, events services, and social impact programmes. At the heart of it all is a social mission — to empower vulnerable groups and equip them with skills to create a future for themselves. Pamela hopes to bring Bettr Barista into the future through expanding into the rest of Southeast Asia to countries like the Philippines and Indonesia.
‘We want to diversify the social programmes that we can offer and to continue building partnerships and in-house capabilities to adapt our programmes to impact these populations,’ says Pamela. ‘Bettr Barista creates a positive impact in every ecosystem it operates in, and helps people maximise their potential to become better versions of themselves.’
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.Lorem ipsum dolor sit amet consectetur adipiscing elit dolor
The competition was organised by City Harvest Community Services Association and received support from FUN! Fund, a Community Impact Fund jointly established by the Community Foundation of Singapore and the Agency for Integrated Care, with the aim of addressing social isolation among the elderly.
Senior Minister of State, Ministry of Communications and Information & Ministry of National Development Mr Tan Kiat How attended the event. He encouraged the elderly to stay physically and mentally well, as well as urging them to participate in community activities and enjoy their golden years together.
The programme provides the children with a non-threatening platform to connect with peers and have positive conversations. In addition, it exposes them to different people who can assist to broaden their perspectives.
L.S., a volunteer with the Reading Odyssey programme @ Spooner Road
Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.
Stories Of Impact
The REDAS Solidarity Project Fund: Caring for migrant workers affected by COVID-19
John Doe
Among the vulnerable communities in Singapore impacted by COVID-19, it is the community of migrant workers who have toiled invisibly to help build our nation that has been very heavily affected. Infection amongst their community has been widespread, and a large number of them are confined to their dormitories, unable to leave.
It is thus very encouraging that the Singapore government and many other organisations have stepped up to give assistance and support to them in their isolation.
To help ease their plight, the Real Estate Developers Association of Singapore (REDAS) announced on 30th April the launch of the REDAS Solidarity Project Fund. Its aim is to provide aid and relief to the segments of the community most affected by COVID-19, particularly in the built environment sector where many migrant workers are employed.
So far, more than 50 REDAS members have contributed $760,000 to the Fund, which was also launched to show appreciation for Singapore’s healthcare workers.
Through collaboration with the Community Foundation of Singapore (CFS) and other partners such as the Ministry of Manpower (MOM) and Urban Redevelopment Authority (URA), REDAS was able to promptly roll out the initiative to demonstrate our community’s stand for Singapore’s migrant workers.
“Our migrant workers are the cornerstone of society and it is important to recognise their valuable contributions,’’ says Deputy CEO of CFS Joyce Teo. “CFS fully supports such efforts to ensure that they receive the best possible assistance during their time of need. ’’
To mark the start of their giving, REDAS distributed 200,000 care packs to as many workers in factory-converted dormitories through the Migrant Workers’ Centre (MWC). These care packs will include toiletries such as toothbrushes, toothpaste, a shaver and a bar of soap. In addition, 800 standing fans will also be donated to dormitories to help improve ventilation for the workers.
“Given the large number of migrant workers under quarantine in dormitories, there is great urgency for us to meet their essential needs amid the COVID-19 pandemic,” says REDAS President Mr Chia Ngiang Hong. “We hope this collective effort to spread a little kindness to the migrant workers will provide the much needed emotional support to help them ride out this difficult period.”
The May Day Gift event to distribute the care packs was graced by National Trades Union Congress (NTUC) Secretary-General Mr Ng Chee Meng, and joined by URA Chief Executive Lim Mr Eng Hwee, REDAS President Mr Chia Ngiang Hong and MWC Chairman Mr Yeo Guat Kwang.
“We are very happy to have REDAS partner with us to support our migrant workers in the factory-converted dormitories,’ says MWC Chairman Yeo Guat Kwang. “We are really very thankful to everyone for giving a helping hand to our migrant workers in this challenging time.”
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.Lorem ipsum dolor sit amet consectetur adipiscing elit dolor
The competition was organised by City Harvest Community Services Association and received support from FUN! Fund, a Community Impact Fund jointly established by the Community Foundation of Singapore and the Agency for Integrated Care, with the aim of addressing social isolation among the elderly.
Senior Minister of State, Ministry of Communications and Information & Ministry of National Development Mr Tan Kiat How attended the event. He encouraged the elderly to stay physically and mentally well, as well as urging them to participate in community activities and enjoy their golden years together.
The programme provides the children with a non-threatening platform to connect with peers and have positive conversations. In addition, it exposes them to different people who can assist to broaden their perspectives.
L.S., a volunteer with the Reading Odyssey programme @ Spooner Road
Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.
News
Fewer homeless people sleeping on S’pore streets last year; city area has highest number
John Doe
The number of homeless people in Singapore fell slightly last year, at a time when homelessness was on the rise in many countries amid the Covid-19 pandemic.
But the issue of homelessness also became less visible, as more people who would have slept on the streets went to stay at temporary shelters.
The competition was organised by City Harvest Community Services Association and received support from FUN! Fund, a Community Impact Fund jointly established by the Community Foundation of Singapore and the Agency for Integrated Care, with the aim of addressing social isolation among the elderly.
The second nationwide street count of the homeless here found 1,036 people last year – 7 per cent less than the 1,115 people during the first such count in 2019.
That first nationwide street count has been described as a landmark study of an issue that was hidden from public discourse until recent years.
While the overall number has fallen slightly, where the homeless make their bed for the night has also changed.
The second street count found that those sleeping on the streets fell by 41 per cent from 1,050 in 2019 to 616 last year, while those staying at a temporary shelter for the homeless shot up from 65 to 420 in the same time period.
Dr Ng Kok Hoe, a senior research fellow at the Lee Kuan Yew School of Public Policy, led a team of researchers at the school’s Social Inclusion Project to do the street count. They were aided by over 200 volunteers who pounded the streets, including combing 12,000 blocks of flats, late at night between February and April last year to count the number of people sleeping in public spaces.
The data on the number staying at temporary shelters for the homeless, which was provided by the Ministry of Social and Family Development (MSF), was included for the first time in last year’s count for a fuller understanding of the state of homelessness here.
The 78-page report was released on Thursday (Aug 11). The project was not commissioned by the Government and was funded by the Community Foundation of Singapore, Dr Ng said.
He said government agencies and volunteers reached out to those sleeping rough during the circuit breaker in 2020 to refer them to shelters and many of the homeless, who were also concerned about their health and safety, decided to go into one.
Some religious and charity groups opened their premises for the homeless for the night, as demand for places in such Safe Sound Sleeping Places soared. Two new transitional shelters, which offer a longer stay, also started operation in January last year, the report said.
These factors led to more staying at shelters and fewer on the streets, Dr Ng said.
From the second street count, the homeless were found sleeping in most parts of Singapore, from Bedok to Jurong West to Yishun. But more of them were found in larger, older and poorer neighbourhoods.
Some 72 persons were found sleeping in the City area, or downtown, which has the largest number of homeless persons.
The city area, or downtown, has the largest number of homeless people, though it fell last year from the 2019 count.
Most of the homeless are elderly men and the report pointed out that few women sleep on the streets due to safety concerns.
Last year’s count found a sharp decline in those sleeping rough in commercial buildings, like shopping malls and office blocks, and more slept at places like void decks, parks and playgrounds.
The report pointed out that while the pandemic triggered their admission into a shelter, the homeless person’s housing woes started long before Covid-19 struck.
Highly subsidised public rental housing will always be the last safety net for the most vulnerable, Dr Ng said.
However, he singled out the design of the Joint Singles Scheme, which is under the public rental housing scheme, as a “significant contributing factor to homelessness”. This is because two singles, who are often strangers, share a tiny HDB rental flat which usually have no bedrooms, and the lack of privacy or personal space may lead to conflict.
And some would rather sleep on the streets instead, he said.
The HDB and the Ministry of National Development (MND) recognise the challenges some have applying for or sharing a rental flat and they have been reviewing and adjusting the Joint Singles Scheme in recent years, the MSF said in a statement in response to the street count.
For example, since December last year (2021), the HDB and MND started a pilot scheme where social service agencies match tenants with similar preferences and habits to share a flat. Under this pilot, singles can apply for a public rental flat by themselves, without having to find a flatmate first.
Flats under this pilot come with partitions installed
Applicants’ eligibility and rent are assessed individually.
The HDB and MND are assessing the effectiveness of this pilot project to see whether to scale it up over time, the statement said.
The MSF said there has been a steady and collective progress in whole-of-society efforts to reach out to and support rough sleepers, to help them off the streets and into shelters.
It cited the 57-member Partners Engaging and Empowering Rough Sleepers (Peers) Network, which comprises government agencies, religious groups and charities working together to ensure better coordination and synergy in the delivery of services to help the homeless.
The network’s partners have set up Safe Sound Sleeping Places. There are now about 20 such Places, which shelter about 100 homeless individuals. In addition, there are currently six transitional shelters serving families and about 270 individuals.
Since April 2020, over 680 homeless individuals who stayed at the various shelters have moved on to longer-term housing.
And since April this year, the MSF has been working with partners from the Peers Network and academic advisers to plan regular street counts. The first such coordinated street count will take place by the end of the year.
It said: “The street count will help us to collectively better understand the scale and geographical spread of rough sleeping in Singapore and render coordinated support to rough sleepers in need.”
Who were the homeless during the pandemic
Long-term homeless(those who were homeless before the pandemic)
Newly homeless(those who had not slept rough before the pandemic)
Transnational homeless(Singaporeans who live in Indonesia and Malaysia but travel to Singapore for work)
Sex
• More men than women
• Mix of men and women
• Almost all men
Age
• From 30s to 70s
• From 30s to 70s
• Mostly in their 50s
Family relationships
• Almost all divorced, separated or never married
• Having past conflict and estrangement, with many having lost contact with their family
• Almost all divorced, separated or never married
• Family relationships distant and strained, but connection remains
• Long-term drift and overseas travel
• Some had a spouse and young children in their adoptive countries whom they are still connected to
Work and finances
• Low-wage and insecure jobs
• Extreme poverty
• Low-wage and insecure jobs, with a few having had better paying jobs in the past
• Difficulty meeting basic needs
• Regular border crossings for low-wage and insecure jobs in Singapore
• A few did informal work outside Singapore
• Low income
Housing histories
• Lost matrimonial home or never purchased housing
• Encountered barriers in public rental system
• Episodes of low- cost market rentals
• Lost matrimonial home or never purchased housing
• Moved frequently to stay with family, friends
• In low-cost market rental units
• Lived in Malaysia or Indonesia
• Encountered difficulties obtaining public housing in Singapore for non-citizen family members
Rough sleeping
• From a few months to many years
• No more than a few days when displaced during the pandemic
• A mix of experiences, from rough sleeping to staying in homeless shelters
How they entered a shelter*
• Found by volunteers or field workers while rough sleeping during pandemic
• Some self-referrals
• Self-referrals when pandemic disrupted housing arrangements
• Most were stopped at immigration checkpoints and directed to a shelter after border closures**
*Homelessness counts usually include both rough sleepers (primary homelessness) and persons in homeless shelters (secondary homelessness).
**Those entering Singapore from Malaysia just before the borders were closed were identified as having no housing and referred for assistance so they could comply with Covid-19 rules on staying indoors
Table: STRAITS TIMES GRAPHICS Source: LEE KUAN YEW SCHOOL OF PUBLIC POLICY
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