PPIS, the Singapore Muslim Women’s Association, sought to rally the community in a commemorative charity walk that would symbolise support for women and families. But how could we make the walk more inclusive, future-facing and participatory especially for younger, digital-native audiences and time-strapped supporters?
PPIS needed more than a one-day physical event. They needed a movement that could ignite user-generated content and spark social sharing across generations and communities.
We reimagined the gamified, hybrid charity walk as a content-powered campaign built for today’s always-on, socially connected world.
We made the name of the walk, Walk with Women, a powerful invitation for all to show their support, wherever they were. To drive participation, we designed vibrant, interactive GIF stickers for Instagram, Facebook and TikTok. Highly shareable, these became the visual language of the campaign. Content creators, youth ambassadors, families, and corporate partners used the GIFs to document their walks, tag others and spread the message online.
We also designed a fresh, invigorated campaign identity and social content system, participation kits and event collaterals, a launch video with rallying narrative and visuals and outreach assets to engage schools, partners and the public.
The campaign is projected to engage almost 2,000 participants, attract 350 fundraisers,and generate over 600,000 online impressions. Beyond these numbers, Walk With Women 2025 aims to enhance cross-cultural awareness and strengthen community solidarity around women’s causes, increase corporate participation in social impact initiatives, and ensure sustainable funding for holistic support and rehabilitation programmes for women and their families.
