President’s Challenge

2021

Take

The President’s Challenge represents a coming together of people from all walks of life, under the President’s patronage, to help the less fortunate.

This year aimed to promote digital inclusion of vulnerable groups, by raising funds for programmes and equipment — because digital inclusivity enables their betterment. Constantly overshadowed by the President’s Star Charity and various other fund-raising initiatives, The President’s Challenge needed to create a strong motivator for Singaporeans to give.

Break

Everyone, including the less fortunate, has dreams.

But when you’re not equipped with the relevant skills and resources, your dreams are less likely to take flight.

Make

Making dreams take flight led to our core idea: Be the Wings of Change.

A butterfly’s metamorphosis symbolizes a beautiful symbol of transformation, hope and a new chapter in life. It’s also one of nature’s integral connectors, empowering life to thrive through pollination.

The butterfly motif anchored our visuals, and served as a clever and clear reference to the real-life stories of hope that we would spin.