The 4As has selected MILK and Compassion Fund as the adopted charities for the association’s Corporate Social Responsibility Programme in 2011.

Commenting on the impetus of the CSR Programme, 4As President, Ted Choo said, “The advertising industry has a good pool of creative brains with big hearts to boot, that can be tapped by playing a role in making a positive impact on the community. We hope to be the industry bearer to create an avenue for creativity to be channelled towards a good cause.”

MILK (Mainly I Love Kids) Fund is a charity organisation that was set up to reach out and help disadvantaged children who ‘fall through the cracks’ of our social safety net. Previously under MILK, The Compassion Fund is now an independent charity organisation. It is a crisis response fund set up for needy students from low-income families in crisis as a result of the death of a breadwinner, a sudden illness or accident in the family.

The two charities have a line-up of events next year that seeks creative support from agencies to help conceptualise their publicity campaigns. They are also looking out for sponsorship of media space.

Formerly known as MILK Run, The Streetwise Run raises funds for the guidance and care that keep young people in school and out of trouble. In the third quarter, there will be their annual fund-raising event, MILK Charity Dinner and Compassion Week, to be run during the week of Children’s Day to allow students to grasp compassion through activities.

Meanwhile, organisations are welcomed to pledge their support in the Share-A-Meal (SAM) Scheme which is the annual nation-wide fund raiser of Compassion Fund. SAM falls on every 7th day of the Lunar New Year and on this day, people are encouraged to donate a small sum equivalent to what they would spend for one lunch into the SAM donation tins.

If you are interested to lend creative and media support to the MILK and Compassion Fund, please contact Elisse from the 4As Secretariat. Or if you would like to do your bit by putting one of the tins in your company, please contact Diana at diana@milk.org.sg.