Singapore’s public transport operator SMRT has launched a three-year campaign aimed at raising awareness and support for various charity organizations by utilizing its extensive network of trains, stations, and bus stops.
The initiative, called Journeys for Good, is a collaboration between SMRT and the Ministry for Culture, Community and Youth (MCCY). It offers free advertising spaces to institutions of a public character (IPCs), allowing them to reach millions of commuters daily. The campaign debuted in September with 12 selected IPCs featured across MRT trains and stations, as well as bus stops operated by SMRT.
SMRT initially planned to highlight six charities in the first phase; however, a strong response from 179 applicants prompted an expansion. Organizations featured include Blossom Seeds, which provides active ageing programs and community support for vulnerable seniors in the Sembawang area; Ambulance Wish Singapore, which grants wishes to terminally ill patients; and Caring for Life, a suicide-prevention charity.
Blossom Seeds serves approximately 5,000 seniors, offering activities such as exercise classes, befriending services, medical transport, and home-based palliative care. The charity operates mostly through a network of over 400 volunteers and is funded by government grants and public donations. Christina Lim, deputy director of Blossom Seeds, said the visibility offered by the campaign has already led to increased social media engagement and volunteer inquiries.
“One of the greatest needs right now is for befrienders who regularly reach out to isolated seniors,” Lim said, describing how the charity’s support helped 98-year-old participant See Eng How regain independence and social connection. “Ageing should not be seen as an affliction but as an achievement,” Lim added, emphasizing the value of experience and contribution from older adults.
SMRT chairman Seah Moon Ming emphasized that the initiative extends the company’s core mission of providing safe and reliable transport by contributing to the community in a meaningful way. He said SMRT aims to foster public participation in charitable efforts beyond its own financial support and donations.
“With about 3.49 million journeys made daily on the MRT network, we have a unique platform to raise awareness,” Seah said. “If our network helps make that connection, it has served a wider purpose.”
The campaign is managed by Stellar Ace, SMRT’s advertising arm. Tony Heng, Stellar Ace president, said the goal is not only to raise funds or recruit volunteers but also to connect commuters with causes that resonate with them and inspire a more giving society.
While the current phase promotes 12 IPCs, the remaining organizations that applied will receive support through bus shelter advertisements. Organizers are also exploring ways to expand the campaign’s reach in the coming year.
By integrating social causes into everyday commutes, SMRT aims to leverage its extensive reach to encourage greater community engagement and support for vulnerable groups across Singapore.