Affle's CSR effort for Special Olympics Singapore

Entitled ‘Pinch a dollar for the Special Olympics’, the campaign hopes to also raise awareness for the event - to be next held in Los Angeles in 2015.

The campaign aims to generate donations in two ways: first, by donating all the net revenues occurred from the download of its messaging app, Pinch, between 25 October and 24 December. Secondly, Affle has created a sub-app within Pinch, whereby customers are able to make donations of any amount to the Special Olympics.

This campaign is supported by ESPN Star Sports, which will extend on-air exposure on its networks fover a two-month period. ESS has associated with the Special Olympics in Asia since 2006.

Teo-Koh Sock Miang, president at Special Olympics Singapore, thanked both organisations for their support.

“‘Pinch a Dollar for Special Olympics’ culminating with the annual Flag Day on 24 December will be a good way to end the year and to start 2012."

Paras Sharma, vice president, marketing and corporate communications at ESPN Star Sports, meanwhile said, “We greatly admire the work done by the Special Olympics," he said. "We are delighted to contribute to this unique initiative and look forward to supporting Special Olympics Singapore in raising funds through promoting the 'Pinch a dollar' campaign on ESPN and Star Sports to viewers in various markets.”

Anuj Khanna Sohum, founder and chairman of Affle, said ‘Pinch a dollar’ brings the power to make positive contributions to the hands of users literally.

“Affle will be making additional efforts to spread awareness for the campaign by reaching out to the millions of consumers who already use Affle products in other markets. We hope to inspire consumers to come forth and participate in the ‘Pinch a Dollar’ movement,” he added.