Getting the Tribe Worked Up - NCSS

The Challenge

More than 460 social service organizations in Singapore provide a vital service and safety net for society at large. Yet they are often too lean and stretched to commit sufficient resources to recruit and renew talent, or counter public misconceptions about the social service sector.

The Solution

The National Council of Social Service (NCSS) appointed DDB to help create and launch the Social Service Tribe, a unifying brand platform to reinvent public understanding and signal a new era for the sector.  A linchpin of the solution suite involved designing and deploying half-day brand activation workshops to engage small groups of social service organizations – instilling pride amongst social service professionals and inspiring them to recruit others to join the ranks.

The Result

A multi-year change management programme to infect a target audience with an ideavirus, causing mindset and behaviour change. The numbers are beginning to track with the right trajectory.