StarHub has just launched a brand new technological initiative named Donate-A-Tone, which allows its mobile customers to do their part for charity by raising awareness and making a donation at the same time. The innovative campaign is a collaboration between StarHub and their creative agency, DDB Group Singapore.
Donate-A-Tone enables the selected charity, Samaritans of Singapore (SOS), to tap onto a previously unused media space of a 2.5 million-strong network of mobile subscribers: their Connecting Tones. Connecting tones are the sounds, either tones or music, that a caller hears when he or she places a call.
StarHub mobile subscribers can simply visit microsite donateatone.sg to opt to donate their Connecting Tones to SOS. Upon confirmation, their Connecting Tones will then be switched to a message from SOS asking for donations and volunteers.
StarHub will waive the usual one-time subscription fee of $2.14 (with GST) for customers signing up for Connecting Tones for the first time, if their selection is Donate-A-Tone. The separate monthly Connecting Tones charge of $2.14 (with GST), that is payable by customers and can be renewed every month, will go wholly to SOS.
In addition, the StarHub Sparks Fund will match all donations made through Donate-A-Tone subscriptions dollar-for-dollar, up to $50,000.
SOS has been an available lifeline to anyone in crisis for 43 years. It handles more than 120 calls a day through its 24-hour hotline. With the increase in calls received, SOS needs more volunteers to match the growing demands for their services.
Ms Christine Wong, Executive Director of SOS, noted that the wide network of StarHub customers across the country can be reached out to through Donate-a-tone. “Many people have told us they want to help in suicide prevention but do not know how,” she said. “Suicide prevention is not about being a brave hero like in the movies; the little things count. By donating your tone, you can help us spread awareness about SOS services and the need for more volunteers. You never know who may call you, hear the Donate-a-tone message and actually end up changing and saving so many lives!”
Commenting on Donate-a-tone, Ms Wong said that it is a creative and innovative idea which would appeal to people of all ages. “StarHub is one of the biggest telecommunications companies in Singapore and actively helps the community through various initiatives. We are very grateful to StarHub and DDB Group Singapore for affirming the role of SOS in suicide prevention in Singapore and for all the hard work they have invested in this project.”
