Press Releases

Press Releases

Income OrangeAid launches novel community campaign with interactive ‘give-and-win’ stations to raise funds

10 Apr 2017 SINGAPORE, 10 April 2017 NTUC Income (Income) today launched a novel fundraising campaign to get members of the public to donate to Income OrangeAid, its community development and involvement arm, which champions education of youth-in-need through its flagship, the Future Development Programme.

It features interactive ‘OrangeAid Give and Win’ stations that supports EZ-link payment, making donating easy and accessible for the public to do. The mechanics contain a give-and-win element that will give fans a chance to win a trip to Anfield to watch Liverpool play against Middlesbrough in person. The campaign is part of Income OrangeAid’s ongoing partnership with Liverpool Football Club (LFC), and will run from 8 April to 23 April 2017.

“We wanted to bring the community along with us in support of education for youth-in-need. Hence, we thought an interactive call to action at high-traffic bus stops and shopping malls may be a novel way to do just that. Since Liverpool FC is Income OrangeAid’s CSR partner in Singapore, we up the ante by having Liverpool Legend, Gary McAllister front the public engagement by calling out to commuters and passers-by to come forward to support the cause by tapping their EZ-link cards to make a donation from various OrangeAid ‘Give and Win’ Stations across Singapore. We anticipate to take the public by surprise with this activation. Not only is it a refreshing way to raise funds for a cause, donors also stand to win a chance to catch Liverpool FC ‘live’ in Anfield with return flights, accommodation and a hospitality package covered with every $2 donation. It should be fun!” said Marcus Chew, Income’s Chief Marketing Officer.

Interact virtually with a LFC Legend

Located at various locations island wide (please refer to Appendix 1 for the full list of locations), including one mobile unit that will make its way around Singapore, the interactive stations are equipped with motion sensors and will detect passers-by, whereby  LFC Legend, Gary McAllister, will call out to the passer-by.

The user activates the machine by tapping their EZ-link cards to make a S$2 donation.

The user picks one of the eight balls on screen by pressing a button on the side, and based on randomised selection, a limited-edition Collectible Card will be dispensed. Details of the prizes won and redemption will be printed on the back of the card.

Members of the public can also make donations to Income OrangeAid through the campaign microsite ( The top prize is trip to Anfield to catch the Liverpool vs. Middlesbrough match on 21 May 2017, including return airfare, accommodation and the LFC Hospitality package (“Live” Match Ticket to Liverpool v Middlesbrough on 21 May 2017 and Dining Experience at LFC Legends Lounge). Other prizes up for grabs include LFC Team or Legend-signed Jerseys and soccer balls.

Ensuring the future of Singapore’s youth-in-need

Income OrangeAid and LFC first started collaborating in 2015 to raise awareness of OrangeAid’s objectives and initiatives. Both entities share similar visions of being involved in the community, helping young people build better futures, and developing people to reach their full potential.

Since the partnership started, LFC Legends and current team players have shown their support by contributing signed jerseys and balls for various OrangeAid’s  online auctions, proceeds of which went to supporting education for youth-in-need.

The Future Development Programme (FDP) is Income OrangeAid’s flagship initiative that provides bursaries, financial literacy education as well as career and personal development programme to help youths from underprivileged circumstances stay in school.

Since 2015, Income has given out a total of 600 bursaries to youth in need, and aims to give out another 400 bursaries this year.

OrangeAid, since inception, has impacted over 13,000 children and youth through strategic community partnerships and programmes.

For more information on how you can make a donation during the campaign, visit