It's Giving Fest
It’s Giving Fest brought together over 15,700 Youths to celebrate SG60
To commemorate SG60 and champion the SGSHARE programme, Ministry of Digital Development and Information partnered Mediacorp to launch It’s Giving Fest – a dynamic festival uniting youths through music, art and community. Building on the success of Mediacorp Cloud 9 and powered by a social-first media strategy, the publicity campaign drove a strong turnout for the 2-day event at SCAPE. The festival’s diverse line-up – from concerts and flea markets to interactive activities – offered youths a vibrant space for participation, creative expressions and meaningful giving.
Campaign Period: 9 June – 13 July 2025
Performance Highlights
• 15,792 Footfall (31% above target)
• > 11 M Views Digitally across gov.sg and Mediacorp platforms
• 3.9M P15+; 842,000 Youths P15-34 (Campaign Reach across Mediacorp TV and Radio)
Post-event Poll:
• 9 in 10 had a good experience at the festival
• 7 in 10 felt the event encouraged them to donate to SGSHARE
Digital-first Amplification and on-ground Engagement Touchpoints
Digital & media amplification:
• Snackable social content tailored for pre-event hype on TikTok and Instagram across Mediacorp Youth Brands + Influencer partnerships
• TV & radio trailers, interviews, and outdoor ads in high-traffic youth zones
• Digital banners and social content to drive traffic to microsite itsgivingfest.sg
• Live social updates and highlights to enhance shareability to drive attendance
• Editorial coverage on CNA, Channel 8, Suria, Seithi, Mothership, 8World, Berita
On-ground programming:
• Anchor event: 2-day Mediacorp Cloud 9 music concert with youth-favourite acts
• Interactive Digital Tapestry for sharing hopes and aspirations for Singapore
• Flex Your Passion Mentorship Programme to engage tertiary students in the SG60 celebrations
• SGSHARE fundraising activities: donation booths, celebrity auctions, photobooths
• Celebrity telematch, K-pop dance sessions, cosplay meet & greets, flea market, food trucks and interactive game stations
