The Boys' Brigade's annual Share-a-Gift (BBSG) campaign kicked off yesterday with a call for donations and volunteers to help reach 40,551 needy individuals.

The charity project, one of the largest in Singapore, distributes donated food items to disadvantaged individuals. Members of the public can also fulfil specific Christmas wishes for items such as school bags and ovens.

Deputy Prime Minister Teo Chee Hean officiated at the opening ceremony, where he launched this year's main gift box at the Pasir Ris East Community Club.

For the first time, long-time sponsor NTUC FairPrice will be donating $5 for every photograph posted on Facebook and Instagram with the hashtag #bbshareagift, up to a maximum of $75,000 and until Dec 31.

Photos must show participants' involvement in BBSG, such as shopping, donating or volunteering.

This initiative comes as part of a greater push for social media engagement, according to BBSG's organising committee chairman Lui Chong Chee.

He said: "We need more volunteers to come in not only to pack but also to deliver food and provide transport, and we believe that social media is one of the best ways to reach out to the public, especially those in their 20s and 30s... and can spend the weekend to help us out.

"I think as long as we get that going, we can, for sure, meet our target of reaching out to over 40,000 beneficiaries."

As this year's beneficiaries include a record 5,445 elderly folk, owing to the ageing population, items such as biscuits, canned food and adult milk are also needed, Mr Lui said.

There are 12 collection sites for general donations, including six with Specific Wishes trees at various locations island-wide.

Singaporeans abroad can also contribute by purchasing special donation hampers at www.fairprice.com.sg.

The project, which started yesterday, will run till Dec 17 this year.

For more information or to register as a volunteer, call the BBSG hotline on 1800-227-4273 or visit www.bbshare.sg.