Singaporeans Donate Money with a Tap of Their Metro Cards

DDB Singapore Gives Commuters an Easy Way to Do Good

Published On
Jun 11, 2014

Editor's Pick

Getting people to donate isn't easy. Some don't want to do it in the first place, and those on the fence or ready to contribute may be put off by a drawn-out donation process. But what if filling out a form and squinting at your credit card to input numbers wasn't necessary?

When fundraising organization Community Chest Singapore requested a new campaign, DDB Singapore hatched a simple, but smart plan to circumvent reluctant donors and their inner monologues. On a daily basis, 2.5 million Singaporean commuters tap their rechargeable EZ-Link cards at the beginning and end of their bus and train rides, debiting the cost of each journey. The agency leveraged this behavior for a cause, by outfitting metro station billboards with EZ-Link readers, encouraging travelers to donate $1 off their cards with the simple beep.


Jun 11, 2014
Community Chest
Community Chest

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