Creative and media agency Tilt, a subsidiary of HM International Holdings Limited, has been appointed as the official agency partner for the PAP Community Foundation (PCF) following a competitive pitch process. Tilt will lead the Foundation’s 2025 Recruitment Marketing and Advertising Campaign, set to run from July to December 2025.
The campaign will spotlight career opportunities across PCF’s growing network, including roles in early childhood education and eldercare services. As Singapore’s largest preschool operator, PCF continues to expand its impact on both the education and wellness sectors through its Sparkletots Preschools and Sparkle Care centres.
Tilt has been entrusted with end-to-end campaign execution — encompassing branding, communications, creative development, and a comprehensive media strategy. The campaign will span print, digital, and social media platforms, reflecting PCF’s focus on multi-channel engagement to attract purpose-driven talent.
June Tan, director of brand & communications at PCF, commented,
“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,” Tan added.
Karn Singh, group creative director at Tilt, said,
“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.”
“We’re excited to partner with PCF on a project with so much heart. 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,” Madina Kalyayeva, managing director at Tilt, said.
Founded by the People’s Action Party (PAP), PCF is committed to enhancing community well-being by delivering affordable and high-quality education, welfare, and community services across Singapore.
Read more: Digital ShoutOuts Launches Audience Base – India’s First AI Media Planner
