THONG CHAI CHARITY SHOW 2017
Stellar engagement with 360 publicity raised $8.86 million for charity
The Thong Chai Charity Show held on 17 September at the MES Theatre at Mediacorp to commemorate the institution’s 150th year raised over $8.86 million, impressively surpassing the target by 77%. Organised by Mediacorp Chinese Entertainment Production Unit, the charity show aimed to raise funds for the construction of new clinics and to create awareness among the younger generation of Thong Chai’s mission to provide free medical services to the poor and needy.
The three-hour fund raising show, hosted by Mark Lee, Quan Yi Fong and Taiwanese actor Sam Tseng, saw the gathering of local and international artistes putting together stellar performances for a good cause. Local singer JJ Lin delighted the crowd with his hit song ‘Practice Love’; Hong Kong actress-singer Nancy Sit serenaded the audience with the old time classic Cantonese song ‘With Love’; and Taiwanese singers David Tao and Jeannie Hsieh also travelled specially to Singapore for the event. Mediacorp artistes also put up an array of song and dance performances, such as line-dancing by Chantalle Ng, Tay Ying, Clavert Tay, Chen Yixin and Joanna Theng; and a song medley by Love 97.2 Breakfast Quartet with NTU’s Chinese Orchestra. The event was graced by Guest of Honour – Mr Ng Chee Meng, Minister for Education (Schools) and Second Minister for Transport.
Prior to the charity show, pre-publicity ran for four weeks on television, radio, outdoor, print and social media platforms reaching an audience of over 3 million. During the campaign period, posts made on Channel 8, Channel U and Love 972’s Facebook and Instagram pages reached over 2.4 million people and garnered over 526,637 video views. The Thong Chai Charity Show captivated 906,200 TV viewers and amassed a strong 9.9 per cent rating on Channel 8, the #1 TV Station in Singapore.