We turned the school uniform, something every Singaporean who went to school could relate to, into the very symbol of support for education for youth in need. We got Singaporeans from all walks of life to get back into their old school uniforms to pledge their support for education for the underprivileged. We pledged a dollar for every old school photo uploaded and shared with our message.

FB social posting of an album featuring Singaporean personalities donning the uniforms of their alma matter, accompanied by the message: #IncomeOrangeAid champions empowerment through education for youth in need. We support the cause by standing together in our school uniforms. Join us by posting an old school photo of yourself in uniform and tag 3 friends to do the same. For every photo post, Income will donate $1 to the cause. Find out more at www.income.com.sg/orangeaid Post your photo with the above caption in full and remember to set your post to public!

It began with Singaporean personalities donning the uniforms of their alma matter, and encouraging the public to post old school photos of themselves along with our message. Notable figures jumped on the bandwagon, including Singapore's Education Ministers - Ong Ye Kung and Ng Chee Meng - as well as Singapore's number one social influencer with over a million Facebook followers, Prime Minister Lee Hsien Loong. Results: 800K+ reactions, 1Million+ impressions, $600K+ in PR value within 3 days.