New campaign by NTUC FairPrice aims to uncover everyday heroes in Singapore

‘For the Heroes in our Lives’ is a brand new campaign launched recently by NTUC FairPrice for SG50. It will uncover everyday heroes who have contributed to society or towards the personal development of individuals in the community.

Credit: NTUC FairPrice.

Credit: NTUC FairPrice.

Singaporeans are invited to identify the heroes in their lives

As part of the campaign, Singaporeans are being invited to identify the heroes in their lives. These everyday heroes are ordinary people who have put others in front of themselves, and whose efforts and sacrifices are often unknown or unacknowledged. Everyone has a person whom they regard as a hero – and it is these people who are behind the success stories that contribute to the successful nation Singapore has become.

Explained the CEO of NTUC FairPrice, Seah Kian Peng, “We are privileged to come up with a campaign that involves the community in recognising the unsung heroes in our midst. Everyone has a role model whom they regard as a hero, and in the same token, everyone has what it takes to be someone’s hero as well.”

“So through the campaign, we invite Singaporeans to reflect and share who their heroes are and how they have made an impact, whether big or small, to their lives. This is thus an opportune time for us to celebrate them, for without their sacrifices, we would have turned out differently and Singapore may also not be where it is if not for these heroes in our lives,” continued Seah.

Singaporeans can nominate their heroes through various mediums

A website,, has been set up for Singaporeans from all walks of life to nominate their everyday heroes. With this website, FairPrice invites the community to send in their appreciation snippets of everyday heroes who mean a lot to them, via the website. Singaporeans can also choose to hashtag #fortheheroesinourlives on social media platforms, or leave recorded messages through a hotline number.

At the same time, there will be story collectors located at various places around Singapore. And all of the submitted stories will be put together to form a physical art installation. This will form a part of the SG50 celebrations.

Series of short videos will also be aired to inspire Singaporeans

To promote the campaign, a series of short films will also be aired across cable TVs, outdoor screens, digital and social media platforms. These short films will showcase diverse Singapore personalities such as Yip Pin Xiu, Champion Paralympic Swimmer, Muthu Kumarasamy, General Secretary of the Amalgamated Union of Public Rated Workers (AUPRW), Zulkifli Baharudin, a local humanitarian, as well as Kit Chan, a singer and actress who is often seen by many as Singapore’s ‘national treasure’. These warm and emotional short films will capture the personalities sharing, about who their respective unsung heroes in Singapore are.

Said Seah, “We hope that these uplifting videos also remind Singaporeans of how we stand by one another in tough times, yet celebrate together in joyful times. We look forward to the public’s participation in ‘For the Heroes in our Lives’ and connecting Singaporeans amidst the SG50 celebrations.”

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