CapitaLand engages community with new campaign

CAPITALAND has launched a new brand campaign entitled "A Stage for Life", which will be an extension of its existing credo "Building People. Building Communities".

The new campaign, with its tag line, "You construct the moments. We build the stage", came about as the company sought to reinforce its commitment to the community. It will be launched this year in conjunction with CapitaLand's SG50 initiatives, but will continue beyond 2015 to remain an integral part of its corporate vision.

The property developer is organising a unique charity walk that will allow the public to "earn" donations for selected charities.

The route of the charity walk will cover four properties that bear historical significance to Singapore: Raffles City Singapore, the original site of Raffles Institution; Plaza Singapura, Singapore's first multi-storey shopping mall; Clarke Quay, a key warehousing facility during the colonial era; and Ascott Raffles Place Singapore, the former Asia Insurance Building, which was the tallest building in South-east Asia in the 1950s.

Participants can expect a multi-sensory experience as they complete challenges which will give them a sense of what people with physical or reading disabilities go through. These include walking through an obstacle course blindfolded, doing a one-legged walk, and playing a mobile game that will require them to spell backwards. Each completed task will earn selected children's charities a S$5 donation from CapitaLand Hope Foundation, the philanthropic arm of CapitaLand.

The event is one of the many SG50 activities that the developer has planned, with a budget commitment of over S$2 million.

The public can also look out for its #BuildSG2065 digital campaign, which will allow the public to submit their ideas - in the form of images, videos or text - on how Singapore's architectural landscape will look like 50 years down the road. Selected ideas stand a chance to be a part of The Straits Times 170th Anniversary Jubilee Exhibition at the ArtScience Museum from July to September.

The competition is meant to be futuristic and fun, said Ms Tan Bee Leng, head of group communications at CapitaLand. "We're hoping that, through the ideas, we'll be able to inspire policymakers, urban planners and even other property developers to see how we can build a community for Singaporeans come SG100," she said.

Other plans in the pipeline include event and venue sponsorships, special treats for staff, internships, prizes and CapitaLand Hope Foundation donations. In a bid to preserve Singapore's history, the company has also donated over 500 artefacts from the Raffles Hotel Museum Collection, which it owns, to the National Collection.