Making Every Good Count

NTUC Social Enterprises offer special discounts and preferential treatment for pioneers

Published on
13 October 2014

 “Pioneers OK!” package – a “thank you” gesture to celebrate pioneers’ lives and contributions 

Singapore, 13 October 2014 – NTUC Enterprise announced today that its group of social enterprises will launch a 15-month “Pioneers OK!” package, complete with discounts and preferential treatment, for pioneers.

NTUC Secretary-General Lim Swee Say, who kicked-off the initiative and revealed the campaign icon, said, “Pioneers OK!” is an extension of NTUC social enterprises’ efforts to deliver social impact by giving our pioneers a more positive experience at our supermarkets, food courts, and other stores. It is a small way to say “thank you” to the pioneers for their contributions to nation-building, as well as recognize the important roles they continue to play in our lives today.”

Campaign icon

This “Pioneers OK!” package is the first collective effort by NTUC social enterprises to leverage and harness the synergies across the group to deliver social impact. The initiative, which will run till the end of 2015, consists of retail offers in three components: Pioneers Monday, Pioneers Priority and Pioneers Exclusives, as well as ongoing activities and workshops along the themes of daily essentials, cooked food, healthcare and learning.

Pioneers Monday: Special Day of Offers

Mondays at NTUC FairPrice, NTUC Foodfare, NTUC Unity pharmacies and NTUC Link have been designated “Pioneers Monday” to offer pioneers more savings for daily essentials, health products and cooked food. These offers are even more attractive than the current popular offers for seniors on Tuesdays.

NTUC FairPrice

Pioneers will have 3% discount (capped at $200) every Monday at NTUC FairPrice. This is in addition to the ongoing 2% discount for seniors on Tuesdays. All that the pioneers need to do to qualify for the discount on Pioneers Monday is to show their Pioneer Generation Card.

NTUC Foodfare, NTUC Health, NTUC Link

Pioneers will also receive 12% discount when they dine at NTUC Foodfare, and 6.5% discount when they shop at Unity pharmacies every Monday. These discounts are a better deal than the discounts for seniors at Foodfare (10%) and Unity pharmacies (5%) on Tuesday. Pioneers who visit NTUC Unity Denticare for treatment on Mondays will also receive a dental kit containing six travel-size items. Pioneers are also able to redeem Metro, Swensen’s and Cathay Cineplex vouchers with half the required number of LinkPoints at NTUC Trade Union House on Mondays.

Pioneers Priority: Preferential Treatment

Apart from Pioneers Monday offerings, NTUC FairPrice supermarkets will designate priority queues just for pioneers to give them greater ease when they pay at the cashier every day. This will be especially helpful during the times when the traffic is high. NTUC Income will also be instituting the priority queue numbers for pioneers who visit NTUC Income Branch offices. Pioneers will also be brought to the head of the queue at NTUC Unity pharmacies’ cashier and pharmacy counters. At NTUC Foodfare food courts and coffee shops, priority seats will be made available for pioneers who dine there. Pioneers need only to flash their Pioneer Generation Card to receive such preferential treatment at the social enterprises.

In giving pioneers priority and preferential treatment, the aim is to lead by example to encourage Singaporeans to give priority to pioneers in queues and at food courts out of respect for them, and in acknowledgement of their contributions towards nation building.

Pioneers Exclusives

There are also two exclusive programmes for pioneers under “Pioneers Exclusives”. To facilitate pioneers’ desire to continue learning, NTUC LearningHub will be running monthly classes, “Going Online with Smart Devices”, to teach pioneers how to use smart devices such as the smart phone and tablets. By equipping pioneers with the requisite skills in using technology, NTUC LearningHub hopes to open up possibilities for pioneers to connect better with the world around them and especially with their grandchildren and great-grandchildren who are generally adept at using the latest technology.

In addition, to enable pioneers to have greater security and control over their lives, NTUC Income has designed PioneerCare, a personal accident plan specially designed for the elderly. This plan is an enhancement of the existing SilverCare plan. Pioneers will be able to purchase PioneerCare at a preferential rate of 10% less than the current SilverCare premium rate. The advantage of the Pioneercare plan for pioneers is that there is no limit to the entry age. Previously the plan capped the entry age at 75 years. There will also be an automatic switch to PioneerCare for pioneers who are existing SilverCare policyholders on the anniversary of their policy. NTUC Income will also give away a complimentary Wang Café Card worth $10 for all new purchases and renewals.

Appreciating the Pioneers

NTUC First Campus will also be inculcating in the young an appreciation for our pioneers’ contributions. Children at My First Skool will go through a series of learning activities, and some of these children will also put up an original performance inspired by the pioneer generation at the end of next year.

Harnessing NTUC Social Enterprises’ Collective Strength

Mr Tan Suee Chieh, Group Chief Executive of NTUC Enterprise, said: “The Pioneers OK!” package exemplifies the distinct NTUC social enterprises’ way of harnessing our collective strength to deliver impact for pioneers that will touch every aspect of their daily lives – in our supermarkets, food courts, pharmacies, dental clinics, and insurance branches. We hope that with the little something we are offering, the pioneers’ experience at our social enterprises will be enhanced and made sweeter”.


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