Antica Foundation Celebrates Milestone with 60th Fall Detection Device Installation Under Project Guardian with PR Agency Saltine Communications
- saltinecomm
- Sep 5, 2025
- 3 min read
Dive into Saltine’s journey as Antica Foundation’s PR agency, as we worked to position our client as a pioneering nonprofit addressing Singapore’s most pressing social challenges: eldercare and reintegration, as we uncover the media strategies essential for an effective public relations campaign in helping vulnerable seniors.
Falls are a serious concern in Singapore, with about one in three seniors aged 65 and above experiencing a fall at least once a year, many resulting in serious injuries and hospitalisation. And according to CNA, by 2030, one in four Singaporeans will be aged 65 and above, making innovative fall prevention solutions critical for safe aging in place. With the strategic support of Saltine Communications, Antica Foundation through Project Guardian has been able to help in supporting the community.
Tackling Two of Singapore’s Most Pressing Social Challenges
Founded in December 2024, Antica Foundation is a Singapore-based nonprofit empowering vulnerable seniors and ex-offenders through technology and community support. Officially launched at the Siglap 60 Carnival in April 2025, the foundation now runs impactful initiatives such as Project Guardian, a radar-based fall detection system with instant WhatsApp alerts, and Project Second Wings, which helps ex-offenders reintegrate by training them as caregivers. Beyond tech, Antica also champions wellness workshops, intergenerational learning, and safe living space co-designs—fostering dignity, connection, and second chances.
Antica Foundation is at the forefront of addressing two complex and deeply impactful social issues: the well-being of vulnerable seniors and the reintegration of ex-offenders into society. Through Project Guardian, the foundation deploys radar-based fall-detection technology to help seniors live safely and independently. Meanwhile, Project Second Wings builds pathways of opportunity for ex-offenders, promoting dignity and second chances through community-based support.
With these dual pillars, Antica Foundation stands out not just for innovation, but for empathy—and that’s the story Saltine Communications was proud to tell.
Since launching in March 2025, Project Guardian has equipped 60 at-risk seniors in Siglap’s Lucky Valley estate with free radar-based fall detection devices. These devices send instant WhatsApp alerts, helping protect vulnerable seniors, providing peace of mind for their families, and potentially saving lives.
Additionally, this milestone not only reflects Singapore’s SG60 journey but also highlights a collective commitment to protecting the dignity, safety, and independence of our seniors. As the nation looks toward its next chapter, Project Guardian is extending beyond Lucky Valley to reach more communities, ensuring seniors can stay safe, empowered, and connected in the comfort of their own homes and neighbourhoods.
Furthermore, as Singapore faces a rapidly ageing population, with one in four citizens projected to be 65 or older by 2030, the need for community-driven solutions has never been greater. Project Guardian illustrates how technology, rooted in compassion and collaboration, can reduce hospitalization risks, build stronger community ties, and support seniors to age in place with dignity.
Saltine Communications, as Antica Foundation’s PR agency, crafted a targeted media outreach strategy to amplify the foundation’s mission and expand its visibility. By focusing on themes such as eldercare, dignity, and second chances, we highlighted how Antica Foundation is pioneering innovative solutions for vulnerable seniors in Singapore.
Through strategic media placements, Saltine Communications secured impactful coverage, bringing Antica Foundation’s initiatives like Project Guardian to the forefront. Our approach blended powerful human storytelling with strong media relations, ensuring Antica Foundation’s message resonated with the right audiences at the right time. This has been key in positioning the foundation as a trusted voice in the social impact space and community.
Saltine Communications is proud to be Antica Foundation’s PR agency on record for this campaign in Singapore. We’re honoured to be able to celebrate our clients’ achievements alongside them as their dedicated PR agency in Singapore and Southeast Asia! Drop us a note at hello@saltinecomms.com to find out how we can get your brand onto the media at affordable rates.
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