Philanthropy gets a bold new form this September, as Singapore Management University (SMU) unveils SMOO Challenge 2025, a hybrid fundraiser where participants will walk, run or cycle over 25,000 kilometres to raise S$500,000 in support of advancing social mobility and widening access to education.
The dual-format campaign runs from 12 to 21 September, beginning with an on-campus carnival-style flag-off before transitioning into a 10-day virtual race. It blends festivity, fitness and philanthropy in one of SMU’s most inclusive giving campaigns to date.
Personal Stories Power a Collective Cause
At the heart of SMOO Challenge are deeply personal journeys of transformation and purpose.
One such story is Ashley Liew, a national marathoner and SMU alumnus who once struggled with obesity and self-esteem issues. He now runs with purpose:
“I was once overweight, with low self-esteem and little exercise. Through determination, perseverance, and community support—especially from SMU—I became a national marathoner with a 2h32m12s personal best, shed 24kg, and completed 45 marathons to date,” said Ashley Liew who will run 100km over 10 days. Support his cause here.
Another is Chua Jia En, a third-year student who received timely support from the SMU Bursary Fund.
“It was a crucial support during my ACL recovery. Balancing recovery with schoolwork was extremely challenging. I was able to focus on recovery, regain my strength and stay on track academically. This experience taught me the value of resilience, and I’m excited to play for the school team again.”
These stories are just a few among the 350 ambassadors fuelling the campaign, each mobilising their own networks to raise funds and awareness.
Other standout ambassador stories include:
Associate Provost (PGP Education) Themin Suwardy, celebrating 25 years at SMU, aiming to raise S$25,000.
Ben Toh, one of Singapore’s top Vivino wine reviewers, offering a private wine tasting from his personal collection to his top 10 donors.
Sam Wu, staff member, using his 50th birthday to raise S$5,000 in lieu of gifts.
Team Justice League, consisting of Yong Pung How School of Law alumni, students, staff, and faculty, reunited for the second year running to raise $32,500.
Now in its fourth edition, the Challenge coincides with SMU’s 25th anniversary and represents the evolution of philanthropy in higher education. Participants not only raise funds, but also build campaigns, craft stories, and engage supporters via social media and personal networks, reflecting SMU’s experiential learning model.
“Small steps, taken together can make a real difference! That’s what I love about the SMOO Challenge – it brings our community together in motion and in mission,” said Professor Lily Kong, President of SMU, who will also be clocking her own distance. She reflects on how this multi-generational movement unites participants in purpose and camaraderie. “As I look back on past SMOO Challenges, I’m reminded of the many moments we’ve shared — stepping up for a cause and sharing good cheer along the way.”
As part of her personal commitment, Professor Kong launched a President’s Challenge to raise funds for 25 study awards in commemoration of SMU’s 25th anniversary.
Participants will log their distances via fitness apps, with leaderboards, live updates and donor stories hosted here.
SMOO Challenge by the Numbers
Since its launch in 2020, SMOO Challenge has:
- Raised over S$1.5 million
- Engaged 3,370+ participants
- Supported over 170 students with bursaries and aid
This year, all eight SMU schools are fielding teams in a symbolic show of unity, from law to social sciences, business to information systems.
