DBS Foundation partners KidSTART Singapore to improve nutrition, mental wellbeing and financial literacy for pregnant mothers from lower-income households
Partnership will enhance overall maternal wellbeing and in turn, break the cycle of disadvantage to give their infants a better start at life
DBS Foundation is committing SGD 6.5 million to this partnership, which will support 2,250 mothers over three years
[From left to right] Mr Joel Tan, CEO of KidSTART Singapore, Mr Masagos Zulkifli, Minister for Social and Family Development, Ms Karen Ngui, Head of DBS Foundation and DBS Group Strategic Marketing and Communications, and Ms Chao Yen San, Board Director of KidSTART Singapore join KidSTART families for a photo at this afternoon’s launch event. This marks the start of a three-year partnership between DBS Foundation and KidSTART Singapore to enhance overall maternal wellbeing for lower-income mothers and in turn, break the cycle of disadvantage to give their infants a better start at life.DBS Foundation is committing SGD 6.5 million to support 2,250 mothers[1] over three years through this programme, which addresses key gaps in nutrition, mental wellbeing and financial literacy – enhancing maternal wellbeing and through which, helping their infants to build a strong foundation from the very beginning.
The bank’s employee volunteerism movement, DBS People of Purpose, will also play a key role by co-facilitating workshops, delivering care packs and encouraging meaningful engagement among mothers. This is the latest in a suite of initiatives by DBS Foundation to uplift the lives and livelihoods of vulnerable segments and help them to progress towards better circumstances in the long-term.
Providing holistic support from pregnancy to the infant’s first year
Research shows that early childhood, starting from conception, is a critical window for a child’s development[2]. Their nutrition, environment and experiences during this period – ranging from maternal health and stress to the quality of post-natal care – influence brain development, physical health and cognitive function, and can have far-reaching effects on lifelong health and developmental abilities.
In addition, Singapore’s GUSTO study[3] suggests that mothers from lower-income households are more vulnerable to mental health challenges during pregnancy, which can adversely affect their child’s brain development, literacy and school readiness.
These findings underscore the need for early intervention – extending support to even before these infants are born – to give them a better start in life.
The DBS Foundation X KidSTART Pregnant Mum & Baby Nutrition Programme is designed to provide comprehensive support from pregnancy through to an infant’s first year. This is open to both existing and newly enrolled KidSTART mothers who are currently pregnant.
Key programme components include:
(1) Access to essential nutrition:
- Mummy pack (pre-natal) – A curated set of nutritional and wellness items to support maternal health during pregnancy. This includes maternal milk, chicken essence, essentials such as a pregnancy pillow and nursing shawl, and educational magnets with nutritional tips.
- 10-day confinement meal delivery (post-natal) – Nutritious lunches and dinners will be delivered to new mothers during the critical postpartum period, helping to ensure they are well-nourished as they recover and care for their infant.
- Mothers and their families will attend workshops – during pregnancy and after childbirth – which seek to provide targeted support at key stages of their journey. Topics include recognising and managing emotional challenges, equipping family members with the know-how to offer support, as well as practical guidance on budgeting for baby essentials, navigating relevant government support and other financial support schemes.
- These mental wellness and financial literacy workshops will be conducted by the Singapore Association of Mental Health and SpedGrow respectively. SpedGrow is a social enterprise that equips children and youth, including those with special needs, with financial literacy skills. DBS worked closely with SpedGrow, a 2024 DBS Foundation grant recipient, to develop the curriculum for the financial literacy workshops.
- The families will receive supermarket vouchers worth SGD 300[4], which can be used to purchase essential items. This aims to provide some financial relief, whilst encouraging them to apply what they have learned about making nutrition- and budget-conscious choices.
Ms Karen Ngui, Head, DBS Foundation and DBS Group Strategic Marketing and Communications, said: “A good start in life provides a child with the foundation from which to build on and thrive through their growing years till adulthood, and even their later years – eventually benefitting society-at-large.By ensuring that everyone, including those with less, has the support they need, we hope to help break the cycle of disadvantage early and foster a more inclusive and equitable society. At the DBS Foundation, we’re heartened to be working with partners like KidSTART who share this belief. Together, we hope to spark meaningful and enduring change that will span generations today and tomorrow.”
Mr Joel Tan, CEO of KidSTART Singapore, said:“At KidSTART, we acknowledge that it is crucial to reach mothers early, even during the pregnancy stage, to ensure that every child has a good start in life. With DBS Foundation’s SGD 6.5 million commitment, the Pregnant Mum & Baby Nutrition Programme will support 2,250 mothers, plugging a gap with the provision of essential and nutritional support to antenatal mothers that are also receiving specialist and child-related support by our hospital partners.Beyond the numbers, this partnership ensures that more families feel supported during pregnancy, giving them the confidence and foundation they need for a better tomorrow.”
The programme was officially launched at an event this afternoon where Mr Masagos Zulkifli, Minister for Social and Family Development, was the Guest-of-Honour. 50 KidSTART families, as well as volunteers and representatives from DBS and KidSTART, gathered to mark the start of this meaningful initiative.
The event featured key programme elements such as mental health and financial literacy workshops, as well as an activity zone for young children, where they explored basic financial literacy concepts through play-based and sensory engagements. Informative booths were also available onsite to guide the families on navigating initiatives such as the Child Development Account.
For more information, please visit: https://kidstart.sg/dbs-foundation-and-kidstart-pregnant-mum-baby-nutrition/
[2] Source: Ensuring a Healthy Start: The First 1,000 Days | UNICEF Lao People's Democratic Republic
[3] Growing Up in Singapore Towards healthy Outcomes (GUSTO) study is a major collaborative research effort involving partners across Singapore from healthcare and research alike. The purpose is to understand how conditions in pregnancy and early childhood influence the subsequent health and development of women and children
.[4] Families will receive SGD 150 in supermarket vouchers after each workshop – totalling SGD 300 for those who attend both sessions.
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About DBS Foundation
Established in 2014, DBS Foundation is committed to uplifting lives and livelihoods of those in need. It provides essential needs to the underprivileged, and fosters inclusion by equipping the underserved with financial and digital literacy skills. It also nurtures innovative social enterprises that create positive impact. It aims to bring hope to those with less today, so no one is left behind and we can all face the future with confidence.
In 2024, DBS committed up to SGD 1 billion dollars over the next decade to support vulnerable communities. It also pledged to contribute 1.5 million employee volunteer hours over the same period.
Together with an ecosystem of like-minded partners, DBS Foundation seeks to create impact that goes beyond banking, beyond borders, and beyond generations.
For more information, please visit: www.dbs.com/dbsfoundation
About KidSTART Singapore
KidSTART Singapore Ltd (KidSTART SG) is a non-profit organisation specialising in supporting families in early childhood development.
We partner with the government, the hospitals and the community to empower families with less resources in building strong foundations for their children under 6 years old. Our team of highly trained KidSTART practitioners support caregivers with evidence-based guidance on pregnancy, child development and assessments on the developmental progress of children from birth onwards. Our vision is to give children a good start in life.