The Challenge

When COVID-19 Phase 2 (Heightened Alert) measures were put into place in 2021, many local businesses, talent and communities were even more badly hit. This includes local artist Rishi Budhrani, who had to cancel his sold-out standup comedy theater show. Ahead of National Day, Red Havas wanted to create an initiative to help cheer up Singapore while supporting as many communities as possible. 

The Solution

Working with Rishi, we created the Comedians’ Star Charity, a livestream series of six nightly entertaining shows, viewable either on our Red Havas Facebook or YouTube page. Rishi and his team managed to get 12 personalities to come on board for the program. This included the likes of Gurmit Singh, Kumar, Irene Ang, Yung Raja and more.  

Additionally, we wanted to use the star power to raise funds for nine beneficiaries in the month of August as we celebrate National Day. We partnered Giving.Sg, a donation platform where the celebrities could nominate a beneficiary from the organization. Everything was turned around and produced in five days. 

The Results

Blanket coverage in several mainstream news and broadcast stations, including Channel NewsAsia Lifestyle, Straits Times, 938, Power 98FM and Kiss 92FM, with an estimated PR value of over SGD 1 million.
Reach of over 500,000 people and a total of 50,000 views for the shows
Most important, we raised over $30,000 for the nine beneficiaries