CLIENT

STRATEGY
PROPOSAL

MPP
300

The Turning Point

Bella Cleodora 15770042
Chatharin Yap 15543354
Tan Jun Liang, Wilson
Jonathan Halim

Client Strategy Proposal

Table of Contents
1. ORGANIZATIONAL BACKGROUND................................................2
1.1 The Turning Point...................................................................................2
1.2 Internal Management..............................................................................2
1 . 3 V i s i o n ............................................................................................2
1.4 Mission................................................................................................ 2

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Client Strategy Proposal

1. INTRODUCTION
2. ORGANIZATIONAL BACKGROUND
1.1 The Turning Point
The Turning Point (TTP) is the Christian halfway house which is specifically takes care
of girls or women. It is founded on 1990 and dominantly offers a refuge of recovery for
woman from the drug addiction in Singapore. Besides, TTP also offer the shelter for
women who want to have a freedom from alcoholism, gambling, and domestic violence
(The Turning Point 2013). Starting in 1995, TTP involved in Community-based
Rehabilitation Scheme (CBR) which give them more support from the Singapore
government. CBR scheme allow TTP to provide activities and counseling for female
addicts in the last leg of their prison terms. Although TTP is based on Christianity, but it
is also accept females from other religions. In addition, The Turning Point has achieved
the total residence of 393 women since it was established, who most of them are 3545 years old. Furthermore, to operate successfully, TTP needs at least 7 full time staff
(Our Staff 2013).
1.2 Internal Management
1.3 Vision
To help female substance abusers and ex-offenders to recover from a lifestyle of
substance abuse and come at a halfway house that extends into after care to facilitate
social integration. Our Programme is based on Christian principles and values.
1.4 Mission
We aspire to rehabilitate female substance abusers, prisoners and ex-offenders
committed to our residential programme by providing necessary help and resources
to steer them to live addiction/crime free lives and become responsible contributing
members of society with the support of their families and the community.
1.5 Current Strategies

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Client Strategy Proposal

The Turning Point current strategies to successfully free the drug addicts/criminal
are:

In terms of admission, The Turning Point now more selective than before. It only
takes care of people who really want to free from drugs/crimes. There are 2
types of admission:
Admission from Changi woman prison. Before entering the house, the
prisoner is asked whether they really want to free from drugs or crime
committed lifestyle.
Direct admission. This admission is usually based on the recommendation
from the family or relatives. Before entering the house, the prospective
residents must undergo the detoxification process in the institute of mental
health and also must undergo the interview session to determine the
willingness to free from drugs or crimes.

Provide a rehabilitation services to successfully change the mind of residents to

have a drugs/crime free lifestyle.

Provide an after care services to reduce the relapse rate.

Furthermore, in terms of marketing and fundraising, The Turning Point currently

employs some strategies:

Websites, http://tturningp.com/

Social Media (Facebook:

https://www.facebook.com/groups/103197159824861/ )

Selling home-made cookies and handicrafts in the church

1.6 Current Services

1.6.1 Residential Rehabilitation Program

Holistic Development. This program will enhance the residents spiritual

value and social skill.

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Client Strategy Proposal

Relapse Prevention Rehabilitation Programme & Self Discovery. Resident

will undertake 20 sessions of lessons on different topics to increase their
self-esteem and self-image.

Counseling. This program is held to address any emotional issues which

can lead to low self-esteem.

Work Therapy. The resident will be taught the baking and handicraft skill.
Besides aims to equip the resident with working skill for their future, this
program is also held to raise fund.

Educational, finance, and career assistance.

Community outreach. In order to make the resident feel comfortable to

interact with the community, the residents will undergo social activities
mainly to the nursing home.

1.6.2 Aftercare Services for Ex-Residents

To prevent the relapses, The Turning Point arranges a home visits,
encouraged family support, makes referrals to find work or accommodation,
and other support that may be needed. Besides, The Turning Point has made
the provision to assist the residents financially in accommodation.

3. ENVIRONMENT ANALYSIS
2.1 Internal Environment (SWOT Analysis)

Strengths
The Turning Point is registered under
Institution of a public character (IPC), so

Weaknesses
The websites is not up-to-date
The use of funding is not clear since

it will attract the company to donate

Being the only one Christian women

there is no annual report

Unstructured and unplanned marketing

plan
Cannot guarantee the relapses rate of

the graduated residents

Cannot directly provide the shelter for the

halfway house, make TTP has no

competitor for resident

Experienced manpower
Numerous sources of funds, like yellow
ribbon and churches

people who show up without any further

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Client Strategy Proposal

inquiry and proper referral

Some of previous residents usually

return as a volunteer, which can become

a role model for all resident

Opportunities
CCA activities in Singapore, make TTP

can have collaboration with student to do

a volunteer job.
The wide usage of social media in
Singapore can give a prospect for TTP to
have a cheap and effective

communication
Upgrade their websites, for instance, add

the online fund raiser features.

It has a chance to provide more help for

Threats
Increasing inflation cause the
maintenance cost increase through the

year.
Manpower competition with other

halfway houses
The increasing rate of recidisvm over the
year

youth females addict in the future

2.2 External Environment

2.2.1 Stakeholder
The stakeholders of The Turning Point are:

Residents
Residents family or relatives
Board of director and executive council members
Full-Time staffs
Volunteer and social workers
Management team
Neighbors of residential area
Donors
Churches
Government
Media
Public interest

2.2.2 Competitor
The Turning Point does not have any direct competitor since it serve the specific
residents which is female and based on Christians teaching. Instead, The Turning

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Client Strategy Proposal

Point will face the competitions in terms of funding, volunteer, and full time staffs
with other halfway house, namely:
Malay Halfway House

Indian Halfway House

Jamiyah Halfway House

Pertapis Halfway House

Buddhist Halfway House

Christian Halfway House

Green Haven

The Ashram

Breakthrough Mission

Teen Challenge
The Helping Hand

2.2.3 Macroevironment
2.2.3.1 Political
Singapores government system is a republic with a parliamentary
system of government based on the Westminster model (Ho 2004).in
terms of non-profit organization; the government gives their full
support. The government thought that the non-profit organization can
be a co-creator to build philanthropic society. The tangible
manifestation of this support is the creation of government bodies to
facilitate non-profit organization activities, namely, Yellow Ribbon,
Commissioner

of

Charities

(COC),

Ministry

of

Community

Development, Youth and Sports (MCYS), Economic Development

Board (EDB), Community Development Council (CDC) and the
National Volunteer & Philanthropy Centre (NVPC). Besides, they also
give S$ 45 Million to fund non-profit organization through MCYS (Bo
2012). Singapore political condition also very stable, around 90%
(World Bank Institue 2013). This means that the government and
regulation do not change drastically, thus the regulation and the
governments view of non-profit organization also will not change
rapidly.
3.2.3.2 Economic

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Client Strategy Proposal

Singapore is a developed country with the satisfactory economic

development. It has the highest GDP per capita in the world (Choo
2012), 5.5% from 2001-2012 (Trading Economics 2012). In addition,
Singapore also has a low unemployment rate. This means that, in
average, Singaporeans has a medium-high level income which allow
them to allocate their money for charities. Unfortunately, Increasing
price will occur due to inflation, so the maintenance fee is expected to
be increasing every year. Inflation and high living cost in Singapore
also can become an inhibit factor for the Singaporean to donate for
charity.
2.2.3.3 Social
Singapore has a rich, diversified mix of culture and traditions, with
large portion of immigrants from over the world (Dutta 2008, 77). In
terms of religion diversity and personal beliefs, the Singaporeans see
it as condition and to be tolerated and even appreciated ritually and
culturally for its enriching qualities (Lai 2008). The strict laws and
regulations about racial and religious conflict also reduce the
discrimination problem in Singapore (Singapore Tourism Board
2013). Thus it is not a problem for The Turning Point to have a
Christian background. On the other hand, Singapore has a low
population growth rate, which is around 2% (World Bank 2013). This
situation is exacerbated with the low number of skilled worker who is
needed to facilitate the resident (Singapore Business Review 2011).
This situation will impact the volunteer and full staffs number for nonprofit organization.
2.2.3.4 Technology
The development of technology in Singapore can be said as truly
rapid. The most visible development can be seen through the
accessibility of internet. In 2010, there are 77.8% users of internet in
Singapore (Internet World Stats 2013). Thus, social media can be
used as a cheap and effective way of communication by the non-

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Client Strategy Proposal

profit organization. Besides, the rapid growth of information system in

Singapore also can provide the non-profit organization with a
software system to manage the daily inquiries and activities. In
addition, Singapore has much access to many best and most
advance medical technologies available (EDB 2013). Using this
technology and medical expertise in Singapore, TTPs potential
residents can undergo proper detoxification programs and proper
psychiatric treatment before going through residential rehabilitation
program.
2.2.3.5 Environment
Singapore is a clean and green place to live. The fines of littering the
public spaces guide the citizens to preserve the environment. This
condition makes Singapore rarely infected the unique disease. So,
the turning point can be less worried about the health issues of the
residents. Furthermore, Singapore also does not have any
mountains; make it free from natural disaster comes from the
eruption. Flood also rarely happen in Singapore due to the good
water management by the government. Therefore, non-profit
organization will be less worried about the loss due to the natural
disaster. Conversely, having located in tropical area, Singapore has a
hot weather almost every day. Hence, the organizations may need to
provide the air conditioning equipment (fan/AC) to keep the residents
comfortable.
2.2.3.6 Legal
Singapores law system has its roots from English Common Law, and
as such enjoys the benefits of stability, certainty and internalization
(The Singaporean Law System 2013). Since Singapore Government
support

the

existence

of

non-profit

organization,

the

legal

requirement for it also easy, open, and transparent. In order to

encourage more funds, the government even gives the tax deduction
for those who contributes to the non-profit organization registered

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Client Strategy Proposal

under IPC (Bo 2012). Besides, the government also exempts the
non-profit organization from paying taxes (Janus Corporate Solutions
2013). Furthermore, the Singapore government also does not set the
minimum wage requirement. Thus, the organization can negotiate
with the staffs about the appropriate salary which is suitable with the
budget. In addition, due to very strict law and regulation, Singapore is
ranked as the top countries in Order and Security, Absence of
Corruption, and Effective Criminal Justice. This means that
Singapore has low corruption rate, so, it can be said that the staffs
and volunteer are less likely to corrupt. Moreover, Singapores is also
ranked the top in the security measure; hence, there will be less
criminal which can harm the residents, such as robbery.

4. CURRENT ISSUES AND CHALLENGES

5. ORGANIZATION NEW OBJECTIVES
6. ORGANIZATION POTENTIAL TARGET MARKET
6.1 Potential Volunteers
The potential volunteers might come from local communities and societies such as
churches that are interested to help TTP in various forms ranging from monetary
donations to voluntary jobs. Professional therapist or consultant would also
needed by TTP since they need to take care some females that having issues or
problems.
6.2 Current Donors and Potential Donors
TTP need donors that are contribute consistently to help them continue the
halfway houses. TTP need to maintain the current donors that they have and also
gain more potential donors. The potential donors could be some corporation and
churches. The data of the donors would be recorded in TTP.
6.3 Corporations
A corporation is a company that has the obligation to 4 levels of corporate
responsibility. Corporations must fulfill their economic, legal, ethical and

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philanthropic requirements. As such, many corporations take their Corporate

Social Responsibility seriously by improving the quality of life of the local
community and society (Baker 2004). It may range from small to multinational
corporations who wanted to receive attention in terms of public exposure and
benefits.
6.4 Society
The local society living near TTP could become donors and volunteers for TTP.
The residents are expected to give a huge impact to the residents in TTP, therefore
local communities play an important role as stakeholders for TTP. Besides, they
could also become the source of information to public as a word of mouth to gain
more awareness in the public.

7. PROPOSED CAMPAIGN PLAN

7.1 Maintain Current Donors
7.1.1 Tactic: Relationship Marketing
Target market: Current donors
Relationship marketing is the strategy that involves all activities of an
organization to build, maintain, and develop customer relations (Agariya and
Singh 2011, 204). In relationship marketing, the company will focus on
building long-term relationship where the target audience member is
encouraged to continue his or her involvement with the organization
(Andreasen and Kotler 2008, 320). Building strong long-term relationship with
the marketer is very important in the areas of non-profit marketing.
Relationship marketing will focus on current donors and giving them
continuous attention. Focusing on current donors is very important since it is
a proof that they have some interest in doing charity while also searching for
new donors.
Objectives:

To build positive long-term relationship with the donors.

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Client Strategy Proposal

To keep reminding the donors about TTP and make TTP a top of mind

choice when they want to give their charity funds.

Secure the funds for a long-term period, especially from the corporate
sector

Strategies:

Send TTP Online Digest in the form of email to the donors. This
digest will give the latest information about TTP while keep reminding
them about TTP. For the corporate sector, highlight the 25% tax

deduction.
TTP can do partnering with some of the Singapore bank to provide
automatic deduction of donors account regularly. Thus, the
donors will not be bothered to transfer/give money regularly (also,
reduce the forgetfulness factor) and TTP can have a stable income.

Budget:
The email digest blast surely will not cost anything to TTP since email is free.
Automatic deduction could be free if TTP can ask the bank to do a good
cause for them in return for a promotion (Put the logo in the website
Evaluation:
The effectiveness of Online Digest can be seen by the number of current
donors who still donating after a given period of time, for instance one year.
Furthermore, the Automatic deductions potency can be measured by the
number of people who use this feature.
7.2 Increase The Digital Presence and Public Awareness of TTP
7.2.1 Tactic 1: Enhance TTPs Website and Social Media Experience
Target Market: General Public (include local communities, current donors,
students, corporate)
The use of internet and social media can provide an effective and cheaper
way of communication for a non-profit organization. There has been a

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Client Strategy Proposal

steady increase of social media users in the world (Kang, Ki, and Ye 2012,
279). With easy and widespread internet access, Singaporeans are
included as a heavy internet and social media users. According to Tan
(2012), around 68.1% of Singapores total population has used internet.
This situation is enhanced by the rapid growth of smart phone industry in
Singapore. Based on the chart below, 70% percent of internet users are
using internet through their mobile phone. It means that Singaporeans
access internet anywhere and anytime.

Source: Asia Research (2013)

Objective:

Increase the awareness of TTP in the publics eyes

Make TTP a top of mind choice when it comes to charity
Increase TTPs fund and the number of volunteer

Strategies:

Increase the website features, such as direct fundraiser features

and volunteers recruitment.

Regularly update TTP website
Increase the aesthetic factor of TTP website, so it will be more

interesting for the websites visitor.

Regularly update TTP Facebook with the latest news of TTP
Make a twitter account
Budget:

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Client Strategy Proposal

For the creation and maintaining social media it is free. On the other hand,
increasing TTPs website features and maintaining it, would yield a cost for
TTP. The estimated budget for regular maintenance for one year is $2,400
(Host Heaven 2011). Conversely, TTP can ask a volunteer from Technology
Information university student to do a website maintenance and it could be
free.
Evaluation:
The effectiveness of TTP website can be seen from the number of visitors.
Furthermore, the potential of direct fundraiser and online volunteer
recruitment can be measured from the actual number of people who use
this features. In addition, to measure the effectiveness of social media, TTP
can do a regular check of comments and like in particular social media.
7.2.2 Tactic 2: Cause Related Marketing with H&M
Target Market: General public, especially the younger crowd
Cause related marketing can be defined as the process of formulating and
implementing marketing activities that are characterized by an offer from the
firm to contribute a specified amount to a designated cause when
customers

engage

in

revenue-providing

exchanges

that

satisfy

organizational and individual objectives (Varadarajan and Menon 1988, 60).

Cause related marketing is interesting for a company since it will yield some
of benefits for the company. The company which is doing cause related
marketing will enhance its corporate image and will lead to several
advantages, such as, increased sales, customer retention, access to niche
markets, staff loyalty and reduced price sensitivity (Vanhamme et al. 2010,
260). Besides, cause related marketing also become a choice for some
companies since it one of the CSR activities which has a direct connection
with sales. Thus, cause related marketing will give a win-win situation for
both the company and the non-profit organization.
Why H&M?
H&M is fashion retail company which quite famous in Singapore. H&M has
a very positive perspective of CSR, especially in environmentally conscious

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Client Strategy Proposal

apparel. Furthermore, it also has a commitment to strengthen the

community and join hands to participate in community project. One of the
cause related marketing that H&M has done is Fashion Against AIDS. It
created a special collection for Fashion Against AIDS and 25% of the sales
will go to HIV/AIDS prevention project (H&M 2013). Thus, it is possible for
TTP to have collaboration with H&M.
Objectives:

To increase public awareness of TTP

To gain additional fund

Strategies:

Propose H&M to have a special collection dedicated to TTP and

some proportion of its sales will go to TTPs fund.

Have an ex-residence of TTP to become model of TTPs special
collection. The purpose of doing this is to demonstrate to people that

the drug addict or ex-criminal can come back to their normal life.
Alternatively, TTP can propose H&M to allocate some proportion of
their overall sales without any special fashion collection

Budget:
There is no budget allocation for this project.
Evaluation:
The success of cause related marketing can be measures by the number of
people who actually buy H&Ms clothes and the amount of fund that H&M
gives to TTP.
7.3 Maintain Current & Attract New Volunteer
7.3.1 Tactic 1: Award Ceremony
Target: Current volunteers
Objectives:

Show Appreciation the current donor

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Client Strategy Proposal

Enhance the donors self-esteem/proud

Keep the current volunteers to work with TTP
Strategies:
Ask the residence to vote some of the categories of the best
volunteer of the year (for example: the most diligent, the most caring,

etc.)
Hold an award ceremony in TTP residence + dinner

Budget:
For this internal award ceremony can be done in TTPs residence, so there
is no cost associated with the venue. The cost maybe needed for certificate
and dinner. Certificate will cost about $10 and dinner will cost about $200
7.3.2 Tactic 2: TTP Volunteer day out
Target: Current Volunteer
Volunteer day out is a gathering event which is hold between the current
volunteer. This event is hold to make a volunteer life in TTP is fun and
enjoyable. Providing that the current volunteer enjoy becoming TTPs
volunteer they will stay for a longer period. Volunteer day out can be group
games and ends with BBQ together in east coast.
Objectives:

To strengthen the knot between the volunteer and makes they stay
as TTPs volunteer. So, we emphasize sense of belonging and
friendship in this event.

Strategies:
Hold a fun group games
BBQ party
Budget:
Assumed that the current volunteer is 20 pax
Description
BBQ Food (@$20x20)
Hire BBQ pit
Games equipment

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Amount ($)
$400
$20
$50

Client Strategy Proposal

Total Amount

$470

7.3.3 Tactic 3: Virtual Volunteer

Target: General public (especially young individual)
In this era of technology, the organizations presence in the digital platform,
especially in the internet is very important. Thus the volunteer who
understand how to manage digital platform is crucial. Virtual volunteer also
can become a way to attract younger generation to participate as volunteer
in more flexible way. They do not to come to the TTPs residence to become
a volunteer. They just need a PC/laptop or even smart phone and a internet
connection to do so.
Objectives:

Attract new volunteer

Enhance the digital experience of TTP

Strategies:

Announce the opening of virtual volunteer recruitment on TTPs

social media and website.

Announce the opening of virtual volunteer recruitment at information
technology university.

Budget:
The budget is only needed for printing poster. The estimated cost for
printing A3 poster is $3/poster. It is assumed that TTP will print 100 poster,
so the cost is $300.
Evaluation:
The effectiveness of this idea can be measured from the number of people
who sign up as a virtual volunteer.
7.3.4 Tactic 6: Provide Additional Benefits for Volunteer
Target: General Public
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Client Strategy Proposal

Providing additional benefit to the volunteer not only will attract new
volunteer but also give a way of promotion for the private sector which TTP
collaborate with.
Objectives:
Attract new volunteer
Provide new incentives to become a TTPs volunteer
Strategies:
Working together with the private sector to provide additional benefits
for the volunteer, for example 10% of for KOI bubble tea, Subway,
MCDonald, etc. The volunteer just need to flash their card to the
merchant and they will get the benefit
Budget:
Budget allocation maybe needed only for making the membership card. It is
estimated that cost of making membership card is $2. Assuming that
currently TTP has 20 and maybe want to recruit additional 30 volunteer,
thus the total cost is $100.
Evaluation:
The effectiveness of this program can be done by:

Measuring the number of people who sign up after this program is

launched
Research by the private sector on how many people use their TTPs
volunteer benefit in their store

8. PROMOTIONAL PLAN
8.1

Tactic 3: Thank You Campaign

Target Market: General Public (include local communities, current donors,
students, corporate)
During the foundation until now, TTP has not given their appreciation publicly to
all of parties which have helped them. This thank you campaign will show TTPs
gratitude to Singapore. Furthermore, this campaign will use advertising to show

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Client Strategy Proposal

TTPs appreciation to the general public. In the advertising TTP will state all the
donors who have been contributed to TTP since the first time it stands.
Objectives:

To show gratitude of TTPs to Singapore.

To remind the donors who have been give their fund to TTP but currently

not.
To increase public awareness of TTP

Strategies:

Distribute Flyers
Use social media (Twitter and Facebook) to show the gratitude

Media Consideration:
To achieve the proposed strategy, TTP would use some of the promotional media
that are low cost but have a wide range. According to the Nielsen Media Index
findings, there is a slight decline in consumption levels of traditional media. However,
its level still conducted as stable in reading newspapers or magazines, watching
television or cable program and listening to radio stations amongst the Singaporean.
On the other hand, the proliferation of multiple devices from which information can be
accessed has led to the rise of digital media consumption. A desirable growth has
been found in accessing through the Internet and social media websites amongst the
teenagers and adults in Singapore.
Media
Consumption

Television
Newspapers
Radio
Magazines
Online

39%
30.62%
12.5% Low usage.
66.6%
82.3% Heavy users of Internet &

Cinema
Outdoor

frequents social media platform.

77% Regarded as movie lovers.
89.2% High usage of public transport.

Direct Mail

(Bus 47.3%,MRT 41.9%)

Low usage, users spend 1-2 hours daily.

Alternative

Remains as low usage.

Media
Place-based

Vary based on the locations, environment

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Client Strategy Proposal

Media

and purchase behaviour.

(News Release 2011)

From the information above, TTP would choose some media as the promotional
campaign such as Outdoor or Out Of Home (OOH) and Online media. Since
many people in Singapore are heavy users of public transport, it is a good thing
to have an advertisement there. TTP will distribute flyers which show gratitude to
volunteers and donors at TTP. The flyers would be distributed at some MRT
Station such as, City Hall MRT station and Aljuned MRT Station. The cost would
be the printing cost and the cost for people that giving the flyer. Printing 4000
flyer would cost S$170. The labour cost would be S$960. There would be one
person in each MRT station. They would distribute the flyer every Tuesday,
Wednesday and Thursday over the course of one month. They would distribute 8
hours per days, 7am-9am, 11am-1pm, and 5pm-7pm.
Furthermore, it also shown that there is 82.3% Heavy users of Internet &
frequents social media platform in Singapore. Thus, TTP should use social media
platforms such as Twitter, YouTube and Facebook to introduce more about TTP
to public, to gain the public awareness. There would be YouTube stories that
would be uploaded on YouTube and they would record some activities of the
volunteers and upload it on Facebook and Youtube. Furthermore, Twitter would
be used for updating the daily activities of the residents and volunteers and also
updating up coming events.
Budget:

Evaluation:
The effectiveness of social media platform can be measured by the number of
likes and comments from the general public. Additionally, the measurement of the
potency of flyers can be done by doing the post-advertising research to know
about audience recognition and recall.

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8.2 Tactic 5: Share TTPs Volunteer Experience

Target: General Public
Objectives:

To show the public about volunteer life in TTP

To show the people how vibrant and enjoyable volunteer life in TTP
To attract the people to become TTPs volunteer

Strategies:

Show the video about volunteer activities in social media (Youtube and
Facebook). The video must emphasize the enjoyable moment of TTPs

volunteer.
Ask the current volunteer to share they volunteer experience in TTP and
persuade their relatives to join as TTPs volunteer. Word of Mouth is also a

very good, effective and the cheapest marketing tools.

Budget:
There is no budget allocation for this program.
Evaluation:
The evaluation can be done by measuring the number of people who sign up
after this event.

9. BUDGETARY PLAN
10. STRATEGY IMPLEMENTATION AND EVALUATION
11. CONCLUSION
12. APPENDICES
13. REFERENCES

Agariya, Arun Kumar and Deepali Singh. 2011. What Really Defines Relationship
Marketing? A Review of Definitions and General and Sector-Specific Defining
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Constructs.

Journal

of

Relationship

Marketing

10:

203-237.

Doi:

10.1080/15332667.2011.624905
Andreasen, Alan R. and Philip Kotler. 2008. Strategic Marketing for Nonprofit
Organization. 7th ed.New Jersey: Pearson.
http://www.hosthaven.com/singapore-website-maintenance.html
http://asia-research.net/2013/01/social-media-mobile-devices-driving-social-mediaengagement/
http://e27.co/2012/11/20/singapore-ranks-first-in-social-media-use-but-last-in-terms-ofcorporate-performance/
http://about.hm.com/AboutSection/en/About/Sustainability/Commitments/Communities
/Community-Projects/Fashion-Against-Aids.html

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