Pods of Impact
Six to eight Go!Mama lactation pods around the National Stadium, across all seven National Day shows including rehearsals, July through August 2026.
The next chapter of Pods of Impact, building on the 60 pods rolled out last year with Temasek Foundation, Asian Civilisations Museum, and NVPC.
Why this matters
“Twenty minutes of privacy between feeds is not a luxury.”
Singapore celebrates National Day at the Stadium next year. Seven shows including rehearsals, around 300,000 audiences, spread across July and August 2026. A few hundred mothers in that crowd, on a single night, will need somewhere private and safe to feed their child. That is true at every large public event in Singapore. We are doing something about it for the biggest one of the year.
Mothers attend every NDP show. They feed, they pump, they recover, often in toilets, stairwells, or whatever corner is quietest. Twenty minutes of privacy between feeds is not a luxury. It is the difference between a mother enjoying the parade and a mother apologising for needing to step away.
Six to eight Go!Mama pods around the Stadium changes that for the largest single audience in the Singapore calendar.
How the integrated campaign works
Your brand on every pod around the Stadium. Unmissable.
Digital screens inside every pod, plus outward-facing displays. Twenty minutes of opted-in attention.
Every mother accessing the network uses the Go!Mama app. Your brand, in their hands.
Flyers and product sampling at every show. Physical reach meets digital scale.
Pre-and-post-campaign content across our supporting publications network.
Surveys and impact reports delivered inside thirty days of the final show.
Pods of Impact at NDP 2026 is a product ensuite, co-created with AKIN, our
strategic partner.
Partners take part in a campaign built end to end, across the surfaces mothers and the broader public actually
use.
What partners receive
Business
Social
Who we are inviting
Purpose-aligned brands, family and lifestyle publications, mum-and-baby brands, employer-of-choice organisations, and community-impact teams who reach the audiences we already serve and who support working mothers, parents, or maternal dignity in a way that holds up beyond the campaign window.
Become an impact media partnerBrand teams, agencies, retail and FMCG marketing leads, banks and insurers with parental policies, and telcos who weigh business impact and social impact in equal parts and want to co-create across the full ensuite.
Read the partnership prospectusThe campaign reaches around 300,000 NDP audiences at the Stadium and feeds into our existing core community of approximately 20,000 mothers nationally. Average dwell time inside a pod is around twenty minutes. That is twenty minutes of opted-in attention. It is also twenty minutes a mother does not have to apologise for needing.
In their words
“With the support of our partners, we're laying the groundwork for long term impact — creating infrastructure that will serve not only today's mothers, but future generations of caregivers.”
— Vivian Lee, Lead Founder, Go!Mama
“This initiative reflects a meaningful shift towards a purpose-led culture, where brands are increasingly choosing to invest in, uplift, and stand alongside the communities they serve.”
— Arvin Tang, Founder and CEO, AKIN
The next chapter
Aug 2025
60 pods launched with Temasek Foundation, Asian Civilisations Museum, and NVPC for SG60. The programme is born.
Today
More than 100 pods are now deployed nationally. The network spans museums, malls, and public spaces.
Jul–Aug 2026
NDP 2026 at the National Stadium. Six to eight pods across seven shows. The largest single activation of the programme to date.
The longer ambition
Every partnership funds the longer goal: a dignified and safe space for every mother in Singapore who needs one. From a handful of pods to more than 100 across the country. From the Stadium to the malls, the museums, the polytechnics, the workplaces, and the public events still to come.
Mothers are there too, at every one of them.
We are going to support every one of them.
Adopt a Pod
Drop us your details and we'll be in touch within two business days.
