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COMFORTDELGRO LAUNCHES “MOOVE LOVE” CHARITY DRIVE TO HELP THE NEEDY
30 September 2009 – Starting tomorrow, ComfortDelGro Corporation and its outdoor advertising arm, Moove Media, will launch a three-month long charity drive that leverages on the popularity of the latter’s signature cows. Funds raised during the “Moove Love” campaign will go towards the Group’s adopted charity, the Home Nursing Foundation, a non-profit organisation aimed at providing quality and affordable home nursing services for the needy elderly sick in Singapore.
A total of five cows – “Rock”, “Sexy”, “Cool”, “Crazy” and “Fun” – have been commissioned for the campaign. They will be featured on customised products like badges, pens and stamps, which will then be sold at retail outlets, bookstores, toy shops, post offices and pharmacies. The badges will, for example, retail at $2 each at all 7-Eleven shops, Popular bookstores, SingPost branches and Action City outlets from 1 October. They will also be given away for every $2 donation at any SingHealth or National Health Group pharmacy and hospital.
ComfortDelGro hopes to raise at least $70,000 from the charity drive. Mrs Jayne Kwek, Chief Executive Officer of Moove Media, said: “Ever since we launched our cows in 2005, we have received good feedback. Many parents have called us asking us how to buy the cows for their kids. Even car decals which we commissioned have been snapped up. We thought it would be good to leverage on the popularity of the cows to raise some funds for charity. This is how Moove Love came about.”
As part of charity drive, 460 yellow polka-dotted
cows will be placed all over Singapore. Five North East Line (NEL) stations
(Dhoby Ghaut, HarbourFront, Outram, Clarke Quay and Sengkang) as well as
the Ang Mo Kio bus interchange will also be splashed with the
polka dots as part of the campaign. Another
200 ComfortDelGro taxis and 10 SBS Transit and ComfortDelGro buses will
also be “transformed” into yellow polka-dotted cows complete with tails
and horns.
To lend a helping hand, ComfortDelGro staff will be selling the charity badges from 11.30am to 5pm at selected NEL stations and SBS Transit bus interchanges for three Saturdays – 24 October, 31 October and 7 November.
Background
ComfortDelGro is the world’s second largest
land transport company with a total fleet size of more than 43,700 buses,
taxis and rental vehicles. It operates in seven countries - Singapore,
China, the United Kingdom, Ireland, Australia, Vietnam and Malaysia – giving
it the broadest footprint amongst its international peers. Currently, overseas
ventures account for 44.3% of Group revenue. The Group aims to derive 70.0%
of its total revenue from overseas within the next five to seven years.
About
Moove Media
Moove Media was launched in April 2005.
It is ComfortDelGro’s advertising arm and brings together the bus, taxi
and rail mediums, making it Singapore’s largest outdoor advertising group.
It was responsible for the cow campaign as well as the Santa Claus caps
on buses.
note - dollars referred to in the above press release are Singapore dollars
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My thanks to Wei Shen for providing the above
table which gives details of the SBS Transit
buses carrying the 'Moove Love' livery and
the routes allocated.
Also check out the Blog: http://moovelove.blogspot.com/
and
Facebook Fan Page: http://www.facebook.com/pages/Moove-Love/146450888366
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