Chingay Parade: Opportunities in community engagement and corporate social responsibility in Singapore

• Main Authors: CHOW, Charles, DULA, Christopher
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2013
• Subjects: Corporate social responsibility; CSR; sponsorship; public private partnership; PPP; Chinese New Year; Chingay Parade; outreach; small and medium enterprises; SMEs; government; community engagement; Business and Corporate Communications; Business Law, Public Responsibility, and Ethics; Entrepreneurial and Small Business Operations; Public Affairs, Public Policy and Public Administration; Recreation, Parks and Tourism Administration
• Online Access: https://ink.library.smu.edu.sg/cases_coll_all/71; https://cmp.smu.edu.sg/case/1941
• Institution: Singapore Management University

In 2013, Nah Juay Hng, Chairman of the Parade Executive Committee in the People’s Association, was heading Singapore’s Chingay Parade, which took place annually during the Chinese New Year celebrations. The People’s Association is a government agency in Singapore responsible for promoting racial harmony and social cohesion – an ideal emblematic of the Parade itself. Though organised by the People’s Association, the Parade is a massive collaborative effort between stakeholders in the public and private sectors. Nah wanted to encourage greater involvement of small and medium enterprises (SMEs) in the Chingay Parade. At the same time, he wanted to facilitate greater CSR activity among SMEs. Nah therefore wanted to investigate how, or even if, involvement in Chingay was a form of CSR. Based on his findings, he hoped to convince SMEs that supporting the Parade was a viable CSR option that would benefit themselves and their community. Could he hit two birds with one stone?