About 300 Great Eastern staff, led by chief executive officer Khoo Kah Siang, participated in a charity walk from their office at Pickering Street to Marina Bay and back on Wednesday.
Ten male members of its senior management team donned tutu skirts for the walk, which raised $28,000 for charity.
At the 10th Great Eastern Women's Run on Nov 1, one of the activities will be to don a tutu and raise funds for charity.
Tan Seck Geok, Great Eastern's head of group communications, said: "We are taking the opportunity to leverage on the run to raise funds for charity. Since the men are not eligible to participate in the run, we wanted to involve them in some way."