Tilt, a Singapore-based creative and media agency, a subsidiary of HM International Holdings Limited (HKEX: 8416.HK), has been appointed by the PAP Community Foundation (PCF) to lead the Recruitment Marketing and Advertising Campaign Services for 2025. The appointment comes on the heels of a competitive pitch, where Tilt’s campaign strategy truly shone. Its deep understanding of the education and care sector, combined with an empathetic approach to recruitment, transforms the process into a compelling narrative driven by purpose rather than just a transactional task.
As the largest preschool operator in Singapore with close to 350 Sparkletots Preschool centres and a growing network of Sparkle Care eldercare centres, PCF plays a role in shaping early childhood education and senior wellness in the nation. The campaign will run from July to December 2025, highlighting the meaningful career paths available within the organisation, from nurturing young minds to caring for the elderly.
The scope of Tilt’s mandate includes full-service branding, communications, and integrated media strategy, with a focus on compelling storytelling, creative development, and multichannel activation across print, digital, and social platforms.
Ms June Tan, Director of Brand & Communications at PCF said, “Tilt’s strategic copywriting and creative approach effectively positions PCF to stand out in our competitive landscape. Through artful wordplay, their nuances and messaging captures attention while reinforcing the core of our identity — a people-first organisation driven by purpose and care. Tilt demonstrates a deep understanding of our mission, recognising that recruitment at both PCF Sparkletots Preschool and PCF Sparkle Care goes beyond simply filling roles. We are about attracting individuals who are passionate about making a meaningful impact and committed to growing with us to uplift communities together.”
Tilt’s campaign will shine a spotlight on PCF’s commitment to career development, inclusive values, and employee recognition, including accolades such as Great Place to Work® and The Straits Times’ Singapore’s Best Employers.
“This was a recruitment campaign, but we didn’t treat it like one. We cut the fluff and got real about what it means to care for others and yourself. Care isn’t soft. It’s strong, strategic, and it deserves to be seen that way,” said Karn Singh, Group Creative Director at Tilt. “We’re excited to partner with PCF on a project with so much heart,” added Madina Kalyayeva, Managing Director at Tilt. “Our work with various educational and care bodies has shown us that real recruitment success comes from human connection, not job descriptions. This campaign will make people feel seen and inspired to join.”
More will be revealed when the campaign launches, but for now, all we can say is Stay tuned.
Legal Disclaimer: The Editor provides this news content "as is," without any warranty of any kind. We disclaim all responsibility and liability for the accuracy, content, images, videos, licenses, completeness, legality, or reliability of the information contained in this article. For any complaints or copyright concerns regarding this article, please contact the author mentioned above.
