crossfox Every Grain Counts - FoodAid Campaign by Singapore Red Cross

The Singapore Red Cross runs FoodAid, a programme which provides monthly rations of nutritious food to the working poor, skipped-generation, and single-parent families. Besides putting food on the table, its volunteer befrienders also offer a listening ear, a helping hand and practical advice to families in need.

To remind fortunate Singaporeans how precious food is and discourage wastage, we worked with MullenLowe Group to create a campaign based around Singapore’s staple food: Rice.

The campaign was called Every Grain Counts. To show how even a single grain of rice has value, meals were created around a single grain of rice. We partnered with popular restaurant chains including Boon Tong Kee, Sushi Express, Kith and Beng Hiang Family restaurant and served these meals across the country.

The mini-meals based on Singaporeans favourite dishes were a simple gesture that shows that every single grain of rice counts, and so does every single cent of donation.

Every Grain Counts helped fill donation boxes and empty stomachs throughout Singapore.

If you would like to donate please visit redcross.sg today.

crossfox Every Grain Counts - FoodAid Campaign by Singapore Red Cross
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Non-profits & Activism	Upload TimePublished on 18 Apr 2016

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