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NYC x Tribal | Campfire

2020 was a crazy year. COVID hit everyone hard and disrupted the way we live and work. Together with the National Youth Council, we identified a widening gap between the youths and their next step, paths further blurred by COVID's impact. Here's how we did an agency-first – creating a national youth launchpad that educates and mentors the youth, and building a bridge between the people, private, and public sectors.

Team (Tribal)

Jeff Cheong (President, Tribal)

Boston Ho (Co-founder)
Josiah Ng (Co-founder)

Raymond Hiew (PM)

Xue Li Chan (Ops)


NYC x Tribal




  • The Straits Times newspaper feature story (2 Apr 21)

  • Campaign Brief Asia feature (2 Apr 21)

  • Over 100 applicants within first 2 months of opening applications

  • Over 80 youth graduates in 2 cycles

My Role

  • As co-founder, I was the lead in the planning, execution and coordination of this programme.

  • Planned and executed programme launch event with the press.

  • Intra-agency coordination with department heads to organise lessons for youth participants.

  • External pitching to third-party industry leaders to be part of the programme as Braintrust Advisors.

  • Conducted lessons and sharing during programme.

  • Led mentorship sessions with youth participants.

A youth launchpad that invests in the future.

Campfire is a bi-annual 6-week intensive programme that is specially designed for youths, aged 18 – 35, to empower them with real-world experience and ignite their passion for entrepreneurship, design innovation, social enterprise, volunteerism and creative storytelling. Its mission is to foster and facilitate opportunities for youths to develop creative-solutioning skills that will ready them for the real-world challenges of today. 

Talk by Mr. Steve Loh (right), CEO, Gen. Sect., YMCA

Ready, set, pitch.


The 6-week programme consists of three phases – accelerated learning (sessions by agency leaders and Braintrust advisors), cracking of the problem statement, and pitching sessions with the Campfire cycle's private sector clients, with an objective of bringing the best out of the ideas and into fruition. 

Guided by the Braintrust Advisors. 

Campfire has on board 20 Braintrust Advisors and counting, a panel of local thought-leaders and entrepreneurs with a penchant for giving back to the community and inspiring the youth. In order to give the youths a holistic learning experience, the panel was carefully handpicked to offer a diverse range of expertise and insights.

Braintrust Advisors:

Rachel Teo, Govt. Affairs & Public Policy, Google

Teresa Tan, Public Policy & Policy Prog., ByteDance

Pamela Chng, Co-founder, The Bettr Group

Jimmy Poh, Co-founder, KYDRA

Stella Gwee, Co-founder, Shophouse & Co.

Kent Teo, Founder, INVADE

Steve Loh, CEO, Gen. Sect., YMCA

Carmen Low, Director, Afterglow Concepts

Shen Loke, Co-founder, SmartGuppy

Alvin Yapp, Co-founder, The Social Kitchen

Cindy Chng, Co-founder, Hide and Seek

Antoinette Patterson, Founder, Safe Space

Raihan Halim, Filmmaker, Papahan Films

Andrea Chan, Snr. Asst. Director, TOUCH

Serene Cai, Co-founder, SpeedDoc

Siddharth Mazumda, Founder, Newton's Meter

Yang Jiwei, Exec. Director, TENG Company

Samuel Wong, Creative Director, TENG Company

Lun & Rachel, Founders, Butterworks

Ng Kai Yuan, Co-founder, Our Grandfather Story

Pitching session by a youth team to clients.



In between Campfire cycles, we also organised and ran Campfire Masterclass sessions online, where we invited Braintrust Advisors and youth graduates to give insight on thriving despite the pandemic and also shed light on the programme.

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