From recognition to movement: How PVPA 2025 won gold by redefining giving in Singapore

This post is sponsored by the National Volunteer and Philanthropy Centre.

At a time marked by economic uncertainty and shifting social priorities, one national platform has quietly, but steadily, strengthened its role in shaping how Singapore thinks about giving.

The President’s Volunteerism and Philanthropy Awards (PVPA) 2025 was awarded gold at the PR Awards 2026 for “Best Engagement for a Targeted Community” – a recognition that spoke as much to strategy as it did to substance.

At first glance, the PVPA may appear to be just another awards programme in an increasingly crowded recognition landscape. But a closer look reveals something more deliberate: a long-term effort to redefine how volunteerism and philanthropy are understood, recognised, and ultimately sustained in Singapore.

Organised by the National Volunteer and Philanthropy Centre (NVPC), the PVPA is widely regarded as the country’s highest national accolade for giving. Conferred by the President of Singapore, it honours individuals, organisations, leaders, and communities whose contributions have created meaningful social impact.

What sets the PVPA apart is its diversity. The awards cut across sectors and profiles – recognising everyone from youth volunteers and grassroots organisers to corporate leaders who are embedding purpose into business models. Categories such as “People of Good”, “Leaders of Good”, “Organisations of Good”, “City of Good”, and “Communities of Good” reflect a fundamental premise: that building a more caring society is not the responsibility of any single group, but a shared national endeavour.

Beyond recognition: shaping narratives of giving

The PR Awards win offers a useful lens into why the PVPA continues to gain traction. PVPA 2025 received a record 451 submissions – more than 50% higher than the year before, and the highest in its history. Nevertheless, it is crucial to look beyond visibility metrics to assess how effectively a campaign can connect with a clearly defined audience. In this respect, the PVPA’s approach stood out.

Rather than broad and generic messaging, the campaign focused on engaging those already adjacent to giving – non-profits, corporate purpose leaders, community groups, and individuals contributing in less visible ways. By narrowing in on this group, the PVPA was able to shift perceptions from the inside out.

A key part of this strategy lay in storytelling. Instead of highlighting only outputs – dollars raised or hours logged – the stories examined the intent, complexities, and challenges underpinning social impact work. Profiles of award recipients delved into motivations, trade-offs, and the sustained effort behind their work. The result was a more nuanced portrayal of giving, one that felt relatable and accessible rather than aspirational.

This matters in a climate where audiences are increasingly sceptical of polished narratives. Authenticity, in this case, was not a buzzword, but a prerequisite for sustained engagement.

Precision in engagement

Another factor behind the PVPA’s success was its targeted and multi-layered outreach. Corporate leaders were engaged through the lens of business purpose and sustainability. Ground-up groups were approached through community networks where they operated. Younger audiences encountered PVPA stories on social platforms where discovery was organic and peer-driven.

This segmentation allowed for relevance, arguably one of the most undervalued drivers of participation in social campaigns.

Equally important was the campaign’s multi-platform execution. The PVPA’s use of video, digital content, and social media amplification reflected a recognition that attention today is fragmented. Meeting audiences where they were, rather than expecting them to seek out information, helped expand the awards’ reach without diluting its core message.

From an awards platform to a national movement

Perhaps the most significant shift in recent years is how the PVPA has been positioned. It is no longer framed solely as a recognition mechanism, but as part of a broader national movement to normalise giving – towards NVPC’s vision of Singapore as a “City of Good”.

This reframing is subtle, but consequential. Recognition becomes a means of social proof, demonstrating what is possible and, importantly, what is already happening. In doing so, the PVPA contributes to a feedback loop: visibility drives participation, which in turn generates more stories to amplify.

The growing number and diversity of nominations suggests this approach is bearing fruit. This growth signals a mindset shift in how society views giving, where more people see genuine value in sharing about it.

More first-time nominees, ground-up initiatives, and cross-sector collaborations are entering the fold, indicating a giving landscape that is both widening and deepening in participation across sectors and demographics.

Why this matters now

The timing of this recognition is notable. Across many markets, corporate social responsibility is being tested by economic pressures, while individuals face rising costs of living and uncertainty around employment. In such conditions, giving can often be perceived as optional.

The PVPA’s continued momentum challenges that assumption. By highlighting stories where purpose is integrated – into business models, community action, and everyday life – it reinforces the idea that giving can be central to how we live and contribute to society.

For businesses, this aligns with a broader global shift towards stakeholder capitalism and purpose-driven strategies. For individuals, it reframes giving as something accessible, meaningful, and relevant for everyone, rather than reserved for those with excess resources.

An open call for stories that matter

Now in its 14^th edition, the PVPA once again extends an invitation – not just to be recognised, but to be part of a larger narrative about what it means to give.

Those who have made a difference – whether through time, talent, treasure, ties or testimony – are encouraged to step forward. Equally, nominators play a critical role in surfacing stories that might otherwise remain unseen.

Entries for PVPA 2026 can be submitted by 1 June 2026 here: https://nvpc.org.sg/programmes/pvpa-2026/

Ultimately, winning the gold award at the PR Awards 2026 was less about validation and more about direction. It signalled that thoughtful and targeted engagement grounded in authenticity and purpose can do more than raise awareness. It can shift mindsets.

And in a society where the challenges ahead will increasingly require collective action, that may be the most valuable outcome of all.