Dementia Singapore and Shell Singapore have embarked on a noteworthy collaboration aimed at reshaping how society views and supports individuals with dementia.
Against the backdrop of an ageing population, this partnership seeks to bring awareness and resources to the forefront, with innovative approaches to community engagement.
The partnership spans over 40 Shell service stations island-wide, where visitors are greeted by video snippets and digital posters from Dementia Singapore’s latest campaign. The content focuses not only on dementia’s general challenges but also on the often-overlooked struggles of young-onset dementia.
With thousands passing through these stations daily, Shell Singapore leverages its extensive network to ensure that critical messages reach the heart of communities.
Jason Foo, CEO of Dementia Singapore, articulated the initiative’s impact:
“Partnering with a globally trusted brand like Shell Singapore amplifies our reach. These brief but meaningful moments at Shell stations present a unique opportunity to break down stigma and encourage greater inclusivity.”
Shell’s Senior Vice President for Mobility Asia, Tan Min Yih, echoed this sentiment, noting that the collaboration aims to foster compassion and dialogue about dementia within local communities.
Central to the partnership is the “Wash it Bright, Shine a Light” charity car wash initiative, held across 10 selected Shell service stations. Proceeds from these car washes are channelled to Dementia Singapore, bolstering its mission to provide resources and support for those affected by dementia.
The weekend’s highlight at Shell’s Tampines Avenue 2 service station saw Guest of Honour, Mr Masagos Zulkifli, Minister for Social and Family Development and Second Minister for Health, roll up his sleeves alongside corporate sponsors and local radio personalities from SPH Media.
The partnership extends into the community through Dementia Singapore’s “Back to the Heartlands” initiative. Featuring roadshows such as the “Our Getai” series, it engages senior citizens in mature estates, delivering much-needed information about dementia care.
Adding to the outreach is an exclusive promotion tied to the CARA app, a digital platform for dementia care. From 23 to 29 November, new CARA members receive a complimentary 12-month subscription to an SPH publication of their choice, reflecting the collaboration’s dual focus on awareness and empowerment.
“We aim to empower our community with knowledge, foster compassion, and ultimately create a society where persons with dementia and their families feel supported.” With over 10,000 members already benefiting from the CARA app, the organisation continues to innovate with initiatives that bridge gaps in awareness and care.
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