Our Campaign Story

ends 21 Jul 2023, 11:59 PM

The Reach for Great campaign by Great Eastern is about individuals and their unique pursuit of their own Greatness. This is also the brand promise and tagline for Great Eastern in empowering everyone to achieve their aspirations - no matter how big or small.

As one of the beneficiaries of Great Eastern's Reach for Great campaign, Lin Yekai will be embarking on a personal 250km self-sufficient ultramarathon in the Gobi Desert, Mongolia, on 18th June 2023. Yekai's Reach for Great idea is about stretching his physical and mental capacity, ultimately hoping to use the challenge to better himself. He has lost 10kg since he started training for the event. He also hopes to experience nature in the truest possible way.

Winston Churchill once said: "We make a living of what we get, but we make a life by what we give." Being a part of the Great Eastern agency, Advisors' Clique, and a member of their corporate social responsibility (CSR) arm AC Cares, Yekai hopes to do this ultramarathon for a good cause and to raise funds for the children and elderly people who benefit from AWWA programmes.

About The Charity

AWWA was founded in 1970 by a group of volunteers supporting low-income families, and has since evolved into one of Singapore's largest multi-service social service agencies. AWWA's multi-professional team supports early childhood education, the integration and inclusion of children with developmental needs, families with complex social issues, the elderly, and persons with additional needs so that they may live out their various dreams and aspirations. AWWA is a registered charity with an Institution of a Public Character status.

Visit us at www.awwa.org.sg to find out more about programmes and services.


Fundraising can help to raise more and change more lives.

Children & Youth