HDB continued to organise its community bonding efforts along the theme, ‘Celebrating LIFE in the Heartlands’.
PROMOTING COMMUNITY AND NEIGHBOURLINESS
The third HDB Community Week was held in May 2014 with key highlights such as the ‘Celebrating LIFE in the Heartlands’ Photography Exhibition, the Community Building Seminar and Build-a-thon 2014, Heartland Youthoria!, and the Good Neighbours Movement (GNM). The GNM comprised initiatives such as the Good Neighbours Project (GNP), Good Neighbours Showcase (GNS), ‘Stories on Wheels’ Roving Exhibition, and a pre-school storybook titled ‘Maddie Makes Friends’.
The HDB-NUS research collaboration initiated in the previous year’s HDB Community Week showed that HDB precincts offered multiple opportunities for neighbours to meet through communal facilities and spaces. Two concepts, the Social Linkway and neighbourhood incubator, were being tested out in Tampines Central.
Heartland Talks, organised since 2007, continued to actively engage the public. Topics from ‘Your First Home, Your Asset’ for potential home owners, to ‘Enriching Your Golden Years’ for elderly home owners, helped residents better understand HDB’s housing policies and programmes. Completion Ceremonies and Welcome Parties were held in new HDB precincts to create opportunities for new residents to get to know each other and forge new friendships.
2014 marked the 50th anniversary of the Home Ownership for the People Scheme. HDB’s corporate social media channels chronicled the home ownership journey through sharing of memorabilia and memories of home owners. In conjunction with the milestone, a video ‘The Promise’, was commissioned to express HDB’s commitment to provide homes for Singaporeans at different stages of their lives. The video, and its sequel, ‘The Promise II’, went viral with more than 900,000 views to date.
The first issue of ‘Housing Scene’, a monthly e-newsletter, was launched in January 2015 to complement existing online channels of communication, which included HDBSpeaks, MyNiceHome, the HDB Twitter account and YouTube channel. Activity was stepped up on the HDB Facebook Page which saw 13,325 fans by August 2015. Work on transforming the HDB InfoWEB to provide users with a seamless, engaging and more personalised customer experience, started in the FY.
The HDB Brand Framework was also developed during the FY to help HDB project its corporate face clearly, accurately and consistently across all channels. A comprehensive Corporate Identity toolkit was launched to help refresh staff on key brand touch points and their involvement as brand ambassadors.
Part of the brand projection comprised new designs for hoardings at HDB project sites. Applied to building projects tendered from October 2014, the new designs would see the first implementation at all new-built project sites from the third quarter of 2015.
The HDB-NUS research collaboration initiated in the previous year’s HDB Community Week showed that HDB precincts offered multiple opportunities for neighbours to meet through communal facilities and spaces.