Since its debut in 2007, the Society for the Physically Disabled (SPD) Charity Show is an annual charity show that will help SPD raise funds to enable People with Disabilities to get greater access to help, transforming their lives. This year, The SPD
Charity Show 2019 was telecast live at 7pm on 17 March 2019 (Sunday) and repeated
a week later at 3.30pm on 24 March 2019 on Channel 8. Our President Mdm Halimah
Yacob who is also SPD’s Patron supported the event by gracing it as the Guest-of-Honour.
This year, The SPD Charity Show 2019 theme of “Little
Actions Keep Dreams Alive” witnessed the highest number of SPD
beneficiaries showcasing their talents alongside local and foreign artistes. Stories of individuals overcoming adversities was also featured. One of the many segments
was 10 SPD beneficiaries taking centre stage on a fashion runway together
with nine MediaCorp artistes to model stylish outfits. This segment signified SPD beneficiaries' strength in stepping out of their comfort zone to
be in the limelight and, the little steps they take to fulfill their dreams. The
SPD Charity Show 2019 was hosted by Taiwanese television personality
Mickey Huang and popular television host Quan Yi Fong. The local performing artistes included: Zoe Tay, Chen Han Wei, Zheng Ge Ping, Xiang Yun, Pan Ling Ling,
Dennis Chew, Nick Teo, He Ying Ying, Denise Tan, James Seah, Chen Yi Xi,
Kimberly Wang, Bonnie Loo, Desmond Ng, Jarrell Huang, Karena Yeo and Ke Le. They were joined by well-known Taiwanese singer Jeff Chang and Hong Rong
Hong, veteran Hong Kong artistes Michelle Yim and Bowie Wu and popular
Korean-Taiwanese singer Bii.
With the united act of kindness, the amount raised during
the show was $4.31 million exceeding the $3.8 million target that was set for
the show. This was achieved with the support of partners, donors, volunteers
and show participants who made the SPD Charity Show 2019 a success.
Charity Show Commercial
The performances by SPD beneficiaries showcasing their
talents alongside local and foreign artistes, the stories of individuals
overcoming adversities and, the shout out of calling the donation hotlines were
crucial for the SPD Charity Show's success. Although digital media
marketing was of assistance to make SPD Charity Show a success, it would not be
possible for digital media marketing to do it alone. If digital media marketing
can do it alone then why are the performances, stories of individuals
overcoming adversities and the shout outs necessary?
The Safer Giving campaign, with the tagline "ask, check, give" started in 2018 just as a precaution for all Singaporeans to do thorough checks before the give money to a charity. Online giving makes it more difficult to determine the legitimacy of a charity.
The Safer Giving campaign, with the tagline "ask, check, give" started in 2018 just as a precaution for all Singaporeans to do thorough checks before the give money to a charity. Online giving makes it more difficult to determine the legitimacy of a charity.
Stay Alert
What do you think? Would the charity show be as successful if only digital marketing was used? Sound Off!
I suppose if people were there just to donate money and leave, digital media marketing would be sufficient. However, what makes people want to watch the SPD is that it also celebrates the adversities that the disabled people and their families had to overcome. The people featured strike an emotional bond with the viewers making them want to donate more. Thus I agree that both marketing and the people that were showcased are needdd to make SPD successful.
ReplyDeleteThat's true Sharon. Thanks for reading
ReplyDeleteIt would be less successful if only digital marketing is used. Only using digital marketing may undermine its credibility and people would be less likely to donate, and the SPD is a way that the organization stays accountable to the donors and recipients as they would be highly scrutinised by reporters and the public. Remember the saga with NKF?
ReplyDeleteMoreover, I am sure they do not want to end up compromising the public's trust and leave scammers with opportunities to impersonate them or the recipients, what with all the fake news, profiles, pages, blogs etc going around.
That's very true Mel, it's nice that you brought up the NKF saga.
DeleteAlthough digital marketing may be a strong platform, there are still limits to its abilities. For instance, aside from the credibility and legitimacy issues, digital marketing may create awareness for the campaign itself, but it does not have the lasting impression that the charity show itself provides.
ReplyDeleteAll in all I believe a consolidated effort across various media will always be better than a single media alone. Remember the proverb in which a single chopstick can be easily snapped but not when it is a bundle of chopsticks?
I actually didn't know about that proverb Sky. Thanks for teaching me something new.
DeleteNot necessary as there are limits to digital marketing no matter how strong of a platform it is. I feel that different platforms should be utilised rather than just focusing on one.
ReplyDeleteAh yes, an IMC which I wrote about 2 weeks ago is always a nice to have.
DeleteThe SPD Charity Show is not only appealing to the public to donate money but it also showcase the abilities of PWDs. I don't think digital media marketing can do such a wonder alone. Naren, what is your thoughts?
ReplyDeleteOh yes, as a PWD myself, the performances I see during the show focus more on ability rather than disability. If anything, the performance only enhances why digi marketing alone cannot be used. It's giving money to make people with disabilities more able to do things.
DeleteIt will be less successful as digital marketing alone cannot carry the success of charity. It still requires the charity to create a legitimate image to the public to ensure their money are donated with a sense of purpose to help the disabled or the needy. Besides proper marketing, it needs a sense of human touch to help understand their struggles and overcome.
ReplyDeleteTherefore, the charity needs to have different types of marketing to build a trustful image and attracting more people to encourage donating to them.
Very true Paul. For charities, it's especially important for consumers to check that they are legit, as per the comical video that I put in the post about avoiding fake charities.
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