Our Better World (OBW) is the digital storytelling initiative of the Singapore International Foundation that tells stories across Asia to inspire people online to take action and create a positive impact in the world.
In April 2020, a month after the World Health Organization declared COVID-19 a global health crisis, OBW told the story of OpsRoofUp in Singapore.
When the COVID-19 pandemic compelled Singapore to go on lockdown (locally referred to as a circuit breaker), entrepreneur Delane Lim, who has a knack for connecting people, created #OpsRoofUp to address three immediate needs that arose with the start of the lockdown:
He asked the general public and corporate companies to adopt meals, commissioned catering companies to prepare the dishes, and engaged taxi drivers to deliver the food, giving both the catering companies and taxi drivers an alternative source of income, at a time when people were staying home and not giving them any business.
This initiative fed the hungry and provided income for people during this difficult period where they faced a sharp decline in their businesses.
The OpsRoofUp story was part of OBW’s HumanKind campaign, a compilation of stories of humans being kind to one another during COVID-19.
The strategy was to raise awareness about upstanding people like Delane who are stepping up to help in these COVID-19 times. Through the awareness created by the story, the goal was to encourage people to donate to OpsRoofUp and help feed the hungry while giving business to caterers and taxi drivers to cook and deliver the meals to those in need.
Given the uplifting and inspiring nature of OpsRoofUp, our content strategy was to focus the story of Delane himself - and go personal on how he was able to lift himself from a dark moment in his life when he almost took his own life, to now dedicating his life in service to others.
We also extended the reach of the story across Southeast Asia, specifically India, Indonesia, Malaysia and the Philippines.
The strategy was executed on Facebook, Instagram, Twitter and LinkedIn.
On Facebook, given that we wanted corporates to donate to OpsRoofUp, the video story and all social media posts targeted Professionals, Managers, Executives and Technicians (PMET market). As for targeting the general public, to make the most of the campaign the posts were served to people who had interest in the causes of taking care of the elderly, and women and girls (which comprised many of OpsRoofUp’s meal beneficiaries).
On Instagram and Twitter, our posts took the same tactic by – in our messaging using social media assets ranging from video posts, carousels and website cards.
LinkedIn likewise focused on Delane as a social entrepreneur and how helping others has given him strength to cope with the difficulties he too has encountered in his life.
The story launch campaign on social reached 696,922 and inspired 1,052 people to take action – donated, shared and commented - after viewing the OpsRoofUp story. Through the story, a total of S$5,560 was raised to fund OpsRoofUp’s food delivery to the hungry. Those who were unable to give in monetary terms contributed in-kind which amounted to 3,000 food kits.