AI, art and action: Giving back with FPG, IMDA and MSF
Social
25.08.2025
Trust Bank launches its $100,000 give-back programme with a guided shopping experience for families-in-need, joined by Guest-of-Honour Dr Syed Harun, Member of Parliament for Nee Soon GRC
Beneficiary families use Generative AI tools and FairPrice shopping experience to make healthier, budget-friendly grocery choices
Winning artwork from One Million Dreams children’s art contest in collaboration with MSF to be featured on Trust App login screen
Earlier this year, we celebrated a major milestone - our customer base became one million strong! To mark this occasion, we committed S$100,000 to help 1,000 families-in-need and supporting the community with digital and financial literacy.
Today, we turned that promise into action with the launch of our give-back programme, in partnership with FairPrice Group (FPG), the Ministry of Social and Family Development’s (MSF) ComLink+ initiative and the Infocomm Media Development Authority (IMDA) in support of the national Digital for Life movement. The event helped families better manage daily needs through FairPrice vouchers. We also shared Generative AI (GenAI) tips for healthier, budget-friendly grocery shopping choices.
Held at FairPrice Xtra @ VivoCity, we welcomed families with children living in rental housing supported by MSF’s Social Service Offices@Ang Mo Kio and Yishun for an in-store shopping experience. Each family received S$100 in FairPrice vouchers and was paired with a Trust volunteer for a GenAI-supported shopping experience.
We were honoured to be joined by Guest-of-Honour Dr Syed Harun, Member of Parliament for Nee Soon GRC and incoming Senior Parliamentary Secretary in the Ministry of Education and the Ministry of National Development. In his address, he spoke about the importance of healthy living in daily choices that support physical and financial well-being.
As a digital bank built on using the latest technology, we wanted to use our team’s expertise to share the benefits GenAI can bring to the families’ daily lives. Our volunteers shared a beginner’s guide to GenAI adapted from IMDA’s Digital Skills for Life framework which aims to equip the community with digital knowledge and skills for daily living tasks. This was followed with a guided hands-on application of how GenAI tools can offer real-time tips while shopping. They suggested prompts tailored to each family’s needs that would encourage them to plan their groceries more easily and make more affordable, healthier shopping choices.
Dr Syed Harun, Member of Parliament for Nee Soon GRC, Dwaipayan Sadhu, CEO of Trust Bank, and Denise Low, Service Delivery Division Director of MSF, accompanying a family during the guided shopping experience.
We also reminded beneficiaries to tap on FPG’s discount programmes that are available every weekday. This includes a first-of-its-kind scheme offering a three per cent discount to Community Health Assist Scheme (CHAS) Orange cardholders across all FairPrice stores every Friday. The scheme complements existing discounts for the Pioneer Generation, Merdeka Generation, seniors, and CHAS Blue cardholders. Combined with Link rewards and regular value deals, FPG aims to deliver greater value and tangible support to families in accessing daily essentials.
The event also celebrated creativity and hope. In the weeks leading up to today, MSF organised an art programme, under their “Discover ME!” initiative, for children within their network. The initiative helps children discover and develop their strengths to meet their aspirations.
As part of the programme, Trust invited participants to join our art contest themed “One Million Dreams”, to commemorate our one-million-customer milestone. The contest called for artwork depicting their boldest dreams. The prize? The winning artwork will be featured on our App login screen where over one million Trust customers can admire the budding artists’ works!
Dr Syed Harun, Member of Parliament for Nee Soon GRC, and VIPs take a group photo with the “One Million Dreams” art contest winners and their families.
The winners were announced at the event in a prize-giving ceremony with Dr Syed Harun, our CEO Dwaipayan Sadhu, Chief Analytics Officer of FairPrice Group Qian Xiaodong, Service Delivery Division Director of MSF Denise Low, and Cluster Director (Digital Readiness) of IMDA Joanna Lam.
Keep an eye out for the digital versions of their beautiful artwork through our App!
In the coming months, our team will volunteer as guides at digital literacy workshops organised by IMDA’s SG Digital Office (SDO). By sharing our expertise with a broader community including seniors, we hope to empower more people with the confidence and skills to thrive in a digital world.
Dr Syed Harun, Member of Parliament for Nee Soon GRC said: “I’m proud to be part of this initiative that brings together MSF, Trust Bank, FairPrice Group and IMDA to support families in a meaningful way. It is a powerful example of how public and private sectors can come together to uplift lives of those in-need.”
Dwaipayan Sadhu, CEO of Trust Bank said: “Our community give-back efforts reflect our belief that banking should be inclusive and compassionate. We’re grateful to continue supporting MSF’s beneficiary families, building on the impact of our earlier engagements. We also look forward to partnering with IMDA in the coming months to empower more people through digital skills including essential scam prevention tips.”
Vipul Chawla, Group CEO of FairPrice Group added: “We are proud to support Trust in this initiative, which not only provides tangible assistance to families-in-need but also equips them with the knowledge to make informed and healthier choices. Through collaborations like this, we stay true to our purpose of making every day a little better for the communities we serve, while working together to build greater resilience and well-being.”
Denise Low, Service Delivery Division Director of MSF commented: “Our Social Service Offices are grateful to be partnering Trust Bank to make a positive impact in people’s lives, such as supporting the aspirations of the ComLink+ children. Today’s event was truly a celebration of community, creativity, and care.”
Joanna Lam, Cluster Director (Digital Readiness) of IMDA said: “Digital empowerment is a key pillar of IMDA’s Digital for Life movement. We are glad to partner with Trust Bank to bring digital literacy to more Singaporeans. From learning how to stay safe online to using GenAI for everyday tasks like planning groceries, we want to give everyone the confidence to thrive in a digital future.”
