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IT started as a mere mention by the secretary-general of the National Trades Union Congress (NTUC), Mr Lim Swee Say, two months ago at a camp organised by Young NTUC.
Now, details have emerged that an initiative for youths will be unveiled in the coming months by NTUC Club, an NTUC cooperative.
Today has learnt it is likely to be a membership club — with "less than five" clubhouses — catering to those aged between 12 and 21.
Membership to the youth-centric club may be launched as early as July, the National Trades Union Congress (NTUC) Club told Today. But while it declined to reveal investment figures, sources say NTUC Club is expected to invest about $200,000 on the launch of the project.
A core team of about 30 is working with youth groups on its initial programmes.
This is its first concerted effort to engage youths in a big way, said NTUC Club's corporate communications manager, Mr Stanley Wong. "We are not sparing any effort on the teaser campaign two weeks before the launch to make it the talk of the town among youths."
Besides taking out advertisements in traditional media, NTUC Club will also "harness technologies" in an interactive manner to create buzz.
Although it has yet to coin a brand name for the initiative, Mr Wong said it will have a jingle "from a song written by a famous local band" as part of its hip and trendy identity.
The new club's raison d'etre is not just to entertain but also to build social values. "Besides fun, we hope to instill in today's youths a charitable spirit and empathy towards the less fortunate," said Mr Wong.
The new club must be commercially viable.
"Youths have spending power. This market is huge and relatively untapped, compared to the professionals, managers, executives and businessmen market. There is a lot of potential for businesses to take slices of the pie," said Mr Wong.
While the revenue model is still being finalised, the youth club will be charging membership fees so as to achieve self-sustainability. Mr Wong believes privileges and benefits, such as discounted gaming at Zone X, will offset the fees.
"Operational details are being ironed out but we will be working with more partners to offer members an attractive package," he added. - TODAY/ra
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