Zeroing in on a bigger social purpose

A day in the life of.

For some, this means logging into the office laptop and clearing emails and reports. For others, it’s a little less linear.

From the artist deemed “unessential” to the hawker putting in long hours to dish up good local food, it doesn’t take long to see that Singapore’s engine of development isn’t just economic – many contribute to the social fabric in ways that make us proud to call this our home.

In line with a human-centric brand refresh for a new era, Volkswagen has sought out four community heroes and offered a little four-wheeled help for their social purpose. These are their stories of life on the road.

HAWKERS WITH HEART

You might not remember for their names, but mention Beng Who Cooks and you’ll recall the warmhearted hawker duo, Mr Jason Chua and Mr Hung Zhen Long who gave free food to the needy when COVID-19 struck.

A text message from Mr Chua’s friend about a hungry elderly person seeking spare change from strangers during the Circuit Breaker period fired up the idea for the Beng Who Cares Foundation, and the duo have been dishing out nutritious protein bowls for anyone who can’t afford their meals. Even as the pressures of the pandemic were felt by the spirited pair, their sacrifice is borne out of a very real concern.

“To us, food is about feeding people … showing one another affection through food,”Mr Chua said. “Delivering food to those who need it is our way of showing them that there is always love to be found and given, even during tough times.”

To help the duo with their deliveries, Volkswagen equipped the chefs with the Golf Highline. The irrepressible duo used the car’s smart technology to help with deliveries.

“It was easy to connect my phone to the car using App-Connect,” Mr Chua shared. “The navigation map can also be shown on the Active Info Display right in front of me in the cockpit and on the digital dashboard, so it’s easier for me to find my way around.”

Deliveries just got more efficient, too, as compared to their usual delivery vehicles – motorbikes. “With a car, we were able to receive and deliver at least 30 orders at one go, and even transport ingredients,” they said. Being able to deliver more food in one journey also helped ensure that all the meals were kept deliciously warm.

FELINE FANTASTIC

Ms Vijakumar, president of the Cat Welfare Society, which advocates the safety of Singapore's community and domestic cats. 

If there’s one animal that has taken over the Internet, it’s the cat. And sometimes, there’s still room for education. Enter Ms Thenuga Vijakumar, president of the Cat Welfare Society (CWS).

Since 1999, CWS has been advocating for the safety of domestic and community cats alike. When asked why she has spent over a decade in the society, Ms Vijakumar said: “I devote a lot of my time to CWS because I believe that Singapore is a humane society, and that CWS’ vision and mission are achievable”.

And it seems like she’s right. “I have already witnessed a sea-change in mindset toward community and pet cats – organisations opting for sterilisation programmes over culling; families choosing to adopt; more individuals stepping forward to help community cats and more people educating their peers on responsible cat ownership.”

Purring along for this cause is the Volkswagen Touran Comfortline. From ferrying volunteers between cases to helping cats in need of rescue, the seats and backrests in the car’s second row can be configured to accommodate any requirement.

Ms Vijakumar also found another handy feature in the car’s ventilation control. “The 3-zone Air Care Climatronic air-conditioning system has an air quality sensor with an active biogenic filter that ensures the cats at the back are kept cool and that any animal-related smells do not linger within the car.”

Listing fatigue as one of her challenges, she appreciated the greater efficiency made possible by the use of the Touran.

She said: “We previously needed two or more cars to take in the cats, but we managed all this with just the Touran. As an added bonus, we were able to use the car to deliver donations and food to caregivers who placed orders on our online Cat Mama Shop.”

SOCIAL MESSAGES THAT STICK

Ms Lo feels that street art can deliver powerful, thought-provoking messages that can inspire change. 

Formerly known as the Sticker Lady for her cheeky viral stickers found on the buttons of traffic lights years ago, Ms Sam Lo has clearly mastered street art. By expertly harnessing her acute observations of local idiosyncrasies, the artist and her team have created social commentaries that resonate.

“(Guerrilla and street art) both belong to and take place in the public space, so it's the biggest gallery you can possibly get – and a platform that allows you to relate to both the common man and those in the industry,” the artist said.
Ms Lo feels that with street art, the messaging delivers more impact. “I feel that the public domain and art coming together is a very powerful combination, which can really help in many unexpected ways —either to inspire or provoke, move people to change something in society or reimagine situations.”

So it’s fitting that the artist’s Volkswagen Tiguan came with its own expressive decal. Designed by Ms Lo and other artists she admires, the Tiguan’s expansive surface became the perfect canvas for their vibrant artwork.

The Tiguan also helped Ms Lo’s artistic ventures in other ways. “As a freelance creative, you have to balance a lot of roles – you have to meet a lot of people, you've got multiple site recces … so having a car is really useful in my practice.”

“We also pick up lots of bulky paint materials, so having a car with an easy-open boot sensor really helps,” she added.

With the new decal artwork ‘Represent’ on her Tiguan R-Line, Ms Lo feels thrilled yet humbled. “I've always loved the experience of painting with my friends, so this car feels like a small way to express this desire. To have their artwork together with mine makes this car feel like home, so driving it is always a great experience.”

GROWING GREEN INTEREST

Mr Bjorn Low believes that food production should be more sustainable to cope with unforeseen circumstances like COVID-19.

While many Insta-gardeners are crowding their rooms with monsteras and hoyas, Mr Bjorn Low is interested in more consumable greens. The co-founder of Edible Garden City (EGC) pivoted his advertising career to an agricultural one, and introduced the idea of accessible urban farming in Singapore.

By initially working with chefs interested in a local food movement, the company grew quickly. Today, it has activated 260 gardens around the city. But Mr Low also saw a need for sustainable local agriculture – one heightened by COVID-19.

“Singapore imports 90 per cent of its food. We need production to be more sustainable to tide through unforeseen circumstances like COVID-19, where we saw supply-chain disruptions,” explained Mr Low. “Agriculture is an important industry that we need to grow, and I think it is important for people to know where their food comes from.”

And when people don’t understand the true value of their food, yet another problem rears its head. “The amount of waste we produce every year is insane – 700,000 tonnes of food. There are a lot of challenges in the system and I think as Singaporeans, we need to do our part to create a better global food system.”

Luckily, the messaging is getting heard. “We saw a huge spike in consumer box orders during the Circuit Breaker period. Our Citizen Box community-supported agriculture programme grew by three times because people were starting to realise the importance of local agriculture,” said the entrepreneur.

And the Volkswagen Passat Highline became the new workhorse for EGC. Its 586-litre boot helps ensure that produce doesn’t get squashed and its three-zone Climatronic air-conditioning ensures driver, passengers and greens can be kept cool during deliveries.

Similarly, EGC got its own decal featuring some of its favourite produce from its Citizen Box. From tomatoes and brinjals to lesser-known items like ulam raja, its roaming Passat is a call to a more conscientious lifestyle, even as Mr Low joked: “It’s a nice drive - more refined than what we’re used to!”

Will you find your #VWithPurpose? Celebrate Volkswagen’s line of automobiles and create new stories of your own.