Food that has become a resource bank, taking in


From The Heart is a non-profit charity organization that has become a resource
bank, taking in non-perishable food items, toys and toiletries whilst recycling
and reusing those materials in whatever way possible. The purpose of this campaign is to help the less-fortunate and
contribute in alleviating hunger through a food distribution programme. They
distribute food, toys and do birthday celebrations. This charity campaign has
reached out to 25000 people across Singapore, ensuring they do not go hungry. The target audience of this campaign is people of any age who are
interested in donating food or provide voluntary services.


The key message is to inform the audiences that every donation, whether
food or money they make makes a difference in the less-fortunate lives. On the
landing page of their website, they have a tagline which states “Making a
difference from the heart. Every single day, in every possible way”. It
delivers the key message to the audiences in just two sentences. To support the
key message, statistics of the contributions that this campaign has made till
now are shown in large fonts. In conjunction to that, they hope that it can
motivate people to join their campaign and do something regardless big or small
because it is proven that everyone can help make a difference. They hold events
such as charity galas, golf tournaments and school talks to promote their cause.
During events, the participants and volunteers get to interact. This helps to
spread word about the event and also gives more recognition to the campaign.
The events are held to give back to the community whereby all proceeds from
events like the Charity Golf Tournament will fund the charity programmes the
campaign offers. They also have social media platforms such as Facebook and
their official website which displays their upcoming events and statistics of
the amount of food donated, events held and the number of people benefitting
from the Food From The Heart programme. By doing so, it keeps people in the
know of upcoming events they can participate in and how the little
contributions they make add up to such great value. This will encourage and
motivate social media users to do something for the needy.

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The platforms the campaign focuses on are print and
face to face. The Food From The Heart campaign was published on the local
newspaper, The New Paper on National Day ( It was published together with 16 stories of people who overcame
adversity to give back to society through the Food From The Heart campaign. By
doing so, it can evoke empathy and compassion in readers. Also, by reminding
readers of how some people remember to be grateful and give back to society, it
can inspire them to also do something for the needy. As newspapers are a common
platform for spreading news in Singapore since it is easy to reach out to
audiences, by publishing about the campaign, it gives them recognition. It is
also cost-efficient and a permanent medium.


For the face-to-face platform, corporations, schools and individuals
contribute by holding toy drives, assisting at special events, and helping in
gift preparation and distribution. Toys donated by schools and corporations are
given to the less-fortunate pupils in neighbourhood schools during the annual
Toys Buffet. This allows for social cohesion and communication as people get to
interact and socialize. Communication would help establish good public
relations between the organization and the public on whom its success or
failure depends. By having volunteers help out during events, the campaign’s
mission is achieved, and that is to reach out to the less-fortunate and
brighten their lives. The key message is also passed around, which is that
every effort counts.


Considering that the campaign has achieved its mission and purpose, I
can say that it is successful. From a small charity organization that is
established in 2003, it now has 230 food distribution points across Singapore
and 33000 people benefitting from the core programmes. They have many donors
and sponsors and some of them are OCBC Bank, NTUC Fairprice Foundation Limited
and Four Leaves. One of the beneficiaries is Christalite Methodist Home and the
director commented that volunteers from Food From The Heart have been dispatching
bread to the home almost daily for the past two years, including weekends and
public holidays. The residents are always looking forward to the bread delivery
which provides a variety of choices. This has helped save some of the operating
costs of the Home. Most importantly, they sincerely appreciate and are grateful
for the efforts of the volunteers who willingly help pick up and transport the
bread to them in the evenings after their working hours. Their concern and effort
to give back to society is held in high regard. This shows that the contributions
of the campaign are paying off because it is helping the needy people out
there. Through this campaign, I feel that people are also more bonded and
united as everyone who joins in shares the same purpose. With unity, more can
be achieved hence the remarkable feat.


What I would change in the campaign would be to widen the variety of
food choices so it would be more appetizing for the people. For example, on
certain months, fried rice will be catered then on other months, bread or
finger food will be catered. This of course will be made possible by partnering
with companies such Old Chang Kee, KCK Food Catering etc. Fresh fruits should
also go together with meals to ensure a healthy and balanced diet. There should
also be a certificate to acknowledge the efforts of the volunteers. This serves
as a form of motivation in hope that more people will volunteer eagerly to
serve for the greater good. The certificates are very helpful for students
especially as they can use it in their personal portfolio. Lastly, we can also
hold casual gatherings for the elderly to interact and pass time with
companions. It can help them foster friendships and feel less lonely.





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