GEE Global Cause Branding for Beautiful People Fundraising Strategy

Inspired by the Golden Age of cocktails and fine drinking, Manhattan recently placed 11th in World’s 50 Best Bars and 2nd in Asia’s 50 Best Bars.⁣ Full Circle (pictured above) was a smokey, family-owned gin-based cocktail co-created in collaboration with Beautiful People mentors.⁣

beautiful people
dine to dream campaign

Beautiful People, an Institution of Public Character charitable organization, is a volunteer movement powered by the vision of making every dream a possibility through mentoring relationships to change the lives of the less advantaged and at-risk young people in Singapore. In 2018, the charitable group raised $188,000 in support of 296 mentees – or approximately $640 per mentee to change one person’s life forever.

Beautiful People wanted to build its operational infrastructure and reach more people in the community, but were limited by financial considerations. The charitable organization came to GEE Global to help conceive of a campaign to increase annual revenue and public awareness. In 2019, the IPC charitable organization virtually doubled the amount raised from the previous year to reach $346,000.

GEE Global Cause Branding for Beautiful People Dine To Dream Campaign F&B
GEE Global Cause Branding for Beautiful People Dine To Dream Campaign F&B

The 2019 Dine To Dream Inaugural Campaign was GEE Global’s response. In less than three months from the initial conversation with Beautiful People, GEE Global created a strategy to unite 42 of Singapore’s leading F&B brands, including six Michelin-Star restaurants, a bar on the World’s 50 Best list, and renowned cafés in support of the organization’s belief that DREAMS MATTER.

GEE Global worked with each F&B brand to create restaurant-specific campaigns from giving a donation per patron, special festive menus, signature cocktails, or a weekend brunch with the proceeds to benefit Beautiful People. We partnered with corporates, media and the government to help get the word to the public to show their support by simply dining at one of the participating establishments.


– Campaign strategy
– Campaign identity design
– Fundraising campaign materials
– Content creation and storytelling
– Media relations
– Social media strategy
– Campaign microsite development
– Sponsor relations

GEE Global Cause Branding for Beautiful People Dine To Dream Campaign F&B
GEE Global Cause Branding for Beautiful People Dine To Dream Campaign F&B
Amò / Art Restaurant / Basilico / Basque Kitchen by Aitor / Bincho Hua Bee and Min Jiang / Burnt Ends / Butcher Boy/ Camp Kilo / Cheek Bistro / Cloudstreet / Common Man Coffee Roasters / Common Man Stan / Dolcetto by Basilico / Don Ho / Esquina / Grain Traders / Hafudog / Intermission Bar / Jing at Fullerton Bay / Kilo Kitchen / Lolla / Maggie Joan’s / Majestic Bay / Majestic Restaurant / Manhattan / Meatsmith Little India and Telok Ayer / Mooshead Ktchen-Bar /Palm Beach Seafood / Pasta Bar / Pizza Face / Pollen / Punjab Grill / Nouri / Rogue Trader / Salted & Hung / Starter Lab / Summer Palace / The Lo & Behold Group / The Market Grill / The Projector / Tiong Bahru Bakery Eng Hoon and Raffles City / Zén

The 2019 Dine To Dream Inaugural Campaign raised more than $82,000; tripled the monthly website user traffic in a single month compared with the subsequent months following the campaign; and increased Instagram followers by 531% (or 589 new followers), 1,029 comments, and 2,683 post likes – all acheived within a single month.