Don't be surprised if someone offers you a cup of coffee on the street in the Central Business District.

Staff from social media network LinkedIn will be offering drinks or flowers to pedestrians this week as part of Giving Week, a new initiative by the National Volunteer & Philanthropy Centre (NVPC).

The annual philanthropic event aims to motivate Singaporeans to give back to the community.

Like its Giving Tuesday SG movement, NVPC's Giving Week is a social media-heavy campaign, complete with its own hashtag.

More than 100 companies are supporting the campaign, which was launched yesterday at Gardens by the Bay in conjunction with the Future of Us exhibition.

The Dairy Farm Group, in support of Care Community Services Society, has placed orange donation boxes at its various supermarket chains, including Cold Storage. E-government solutions provider CrimsonLogic aims to fulfil 100 wishes of kids from the Pertapis Children's Home and Children's Aid Society.

Celebrities such as footballer Fandi Ahmad and singer Nathan Hartono are supporting Club Rainbow.

Mr Hartono has recorded a video of himself singing Have Yourself A Merry Little Christmas. The video also features some children from Club Rainbow, and Mr Hartono will donate $1 to the organisation each time his video is shared online.

"I hope that when we look back in 50 years, what defines us as Singaporeans is not just that we have the best airport or the best seaport, but that we are a caring nation and a caring people," said Minister for Culture, Community and Youth Grace Fu, who attended the event.