Objective Bridge the Digital Divide is an initiative launched on 1 December 2019 by the Xpointo Media team as part of our ongoing corporate social responsibility effort. Its goal is to help to provide digital access to those in our society who come from less privileged backgrounds and are in need. We do this by soliciting donations of pre-loved digital devices from individuals and businesses, providing device repairs and refurbishment through our partner PC Dreams, and re-directing the working condition devices to partnering social service organisations that either have a need for the devices through their programmes or are able to find suitable beneficiaries. As part of Bridge the Digital Divide, the #PhoneIsLifeLine campaign was launched during the height of the Covid-19 pandemic, in partnership with non-profit organisation TWC2, to drive smartphone donations for migrant workers. The objective at the launch of Bridge the Digital Divide was to create an online presence to raise awareness about the cause. On an ongoing basis, we amplify the effort through social media content in order to engage the target audience.
Solution To start, we created the brand identity for Bridge the Digital Divide and developed a website for our digital presence. The website provides updated and comprehensive information for potential donors or partners. A content strategy was implemented including Facebook and Instagram pages to raise awareness of the initiative, give relevant updates to our followers, and encourage device donations by educating potential donors on the positive impact that each donated digital device can have on beneficiaries and wider environment sustainability. To support the #PhoneIsLifeline campaign, we designed highly visible smartphone donations boxes and selectively placed them across Singapore in varsity campuses and other well-trafficked locations. We also produced a series of emotive video content, supported by social media posts and advertising, featuring the stories of diverse smartphone recipients.
These efforts have helped Bridge the Digital Divide direct over 1000 digital devices to beneficiaries in need across Singapore. Bridge the Digital Divide (and Xpointo Media) was nominated for the President’s Volunteerism and Philanthropy Awards (PVPA) in 2020. PVPA is Singapore's pinnacle award that recognises individuals, organisations and leaders that have achieved excellence in giving. These awards represent the highest honour for giving to the community and are conferred by the President of the Republic of Singapore. We at Xpointo Media are deeply humbled by this honour and have continued to support the Bridge the Digital Divide initiative with our team members' time and talent to help bridge the digital gap in our society.
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#PhoneIsLifeline initiative
Migrant workers are an integral part of Singapore’s society, and their mobile phone is most likely their only device to access essential services, such as staying in contact with loved ones, accessing their bank accounts, remitting money back home and much more. Launched during the height of the COVID-19 pandemic, #PhoneIsLifeline is an ongoing initiative by Bridge the Digital Divide, in partnership with TWC2, to drive smartphone donations for migrant workers in need.