Singapore brands to have direct involvement in disaster relief through new private-public partnership

Singapore's Corporate Citizen Foundation signs agreement with ASEAN disaster relief unit to provide support and resources

The CCF providing aid during the Kelantan floods (CCF)

A landmark agreement between the ASEAN disaster management department and a private collective of Singapore businesses could see brands take a direct role in humanitarian crises.

The ASEAN Coordinating Centre for Humanitarian Assistance on Disaster Management has made Singapore Corporate Citizen Foundation its first private sector partner for disaster relief.

The CCF, a nonprofit composed of several private businesses, has committed to providing resources, expertise and access to its networks in bid to build sustainable communities.

Singaporean company HSL Construction launched the foundation in October 2014, and CCF members include MediaCorp, Pacific Flight Services and Thomson Medical.

It has already provided support regarding the Nepal earthquake in April and the floods in Kelantan, Malaysia in 2014.

At the memorandum signing ceremony, Ong Ye Kung, Singapore’s acting education minister, told Channel News Asia: "It goes beyond traditional CSR and corporate philanthropy initiatives.

"It adopts an alliance-driven approach, bringing in different partners. It promotes pro-active corporate participation in regional disaster management."

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