The Saturday Squad: Never Too Old to Make a Difference

About This Project

Summary

Our Better World, the storytelling platform of the Singapore International Foundation, features stories of good in Asia to inspire action. Set against the backdrop of one of Singapore's oldest neighbourhoods, our campaign follows local charity The Saturday Movement, which supports disadvantaged seniors through free meals and activities led by senior volunteers. The film's quirky treatment challenges ageist stereotypes and casts the elderly as passionate individuals who are relevant to society.

Goals & Objectives

This campaign aims to raise awareness of the struggles faced by marginalised seniors in Singapore, while celebrating gotong royong (the community spirit) and its power to unite and uplift communities.

Results & Impact

Our story drew more than 2.5 million views over a three-week period, while our companion social series achieved a post engagement reach of more than 80 per cent, giving rise to a total of 835 actions taken after watching the video.