1.

Executive Summary

We represent Group Something, a public relations firm who has been tasked to
develop a Public Relations Plan for WWF Singapore to raise awareness for its
causes and for Singaporeans to take action and patronise sustainably sourced
products.
We propose a campaign called Choose Our Earth, in conjunction with Earth hour
2016. All our activities will revolve around reintroducing the Earth as a magical place
and somewhere worth saving and choosing.
Our campaigns key publics include our primary target publics aged 13-22 and
secondary target publics aged 35-50. Through our campaign we aim to increase
receptiveness towards WWFs activities and campaigns and increase target publics
preference for everyday sustainably sourced products by 30% from pre-campaign,
through viral events and social media campaigns.
We intend to levarage on Instagram to create mutually beneficial events to garner
participation and buzz, and receive publicity through traditional media through press
release and media invites.

Our campaign includes three different phases of our action

plan and will kickstart with a Instagram challenge to create a
viral effect and conclude with a final flash sales in
collaboration with Uniqlo. We aim to use our action plan to
achieve our campaigns objectives. 2.0 Problem Statement

Singaporeans aged 13-22 do not participate in Earth Hour and WWF activities
because it is considered unimportant or irrelevant.

2.1 Problem Identification

Key Finding #1
WWF does not reach publics on media they frequent most

Primary Research1

Primary survey shows that 40% of respondents say television

is the traditional media they pay the most attention to and 50%
say Instagram is their most frequently used social media
platform.

Secondary Research2

WWF has no TV advertisements in Singapore.

WWF Singapore rarely updates its Instagram page, missing

out on a very large portion of its target publics as well as not
sustaining interest and attention.3

Instagram: 1,519 followers and an average of 50 likes per

photo. 3

Singaporeans spend an excessive time online; prioritize online

time as compared to WWFs activities and campaigns.

Key Finding #2
Singaporeans, while aware and concerned about the environment, do not
participate in WWFs campaign as WWF does not organise events and
activities that derive action and participation.
Primary Research1

Survey conducted shows 85.2% are aware of WWF and its

objectives but only 13.6% participate in its events.

60.5% say music festivals and carnivals are the most popular
kinds of campaign, with flash sales coming a close third.

27% of respondents think that the environmental problem in

Singapore is quite severe. However, 40% only engage in
environmentally friendly things around once a month.

Secondary Research4

1
2
3
4

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Appendix for Primary Research on Page

Appendix for Secondary Research on Page
WWF-Singapore on Bibliography on Page
Appendix for Secondary Research on Page

Mutually beneficial campaigns and social media related

campaigns, where consumers have to share the campaign on
social media to redeem benefits have been known to cause
exponential growth.5

WWF does not hold competitions or other mutually beneficial

campaigns on its social media pages, which would likely
engage the target publics.

Past WWF campaigns usually have less interactive features.

Survey by Ministry of Environment and Water Resources

shows that 78% of respondents were concerned about
environmental issues and almost nine in ten believed caring for
environment is the community or individuals responsibility.

Key Finding #3
Singaporeans are unaware which everyday brands use sustainably sourced
products.

Primary Research

13.6% do not know at least 3 sustainably sourced products

64.3% of brands mentioned were high-end products, with Lush

at 21%, Bodyshop at 26% and H&M at 17.3%.

Secondary Research4

Singapore government aims to make it mandatory for certified

products to carry the Green Label by 2016 so it is easier for
consumers to look out for them.

At this point of time, none of the brands that are certified to use
sustainably sourced products carry the Green Label; citing
reasons like additional costs to manufactoring.

5 Refer to The Future of Advertising on Bibliography on Page

3

3.0

Goals & Objectives

Goal Statement: Increase receptiveness towards WWFs activities and campaigns
and increase target publics preference for everyday sustainably sourced products by
30% from pre-campaign, through viral events and social media campaigns.

Objectives

Description

Informational

To increase awareness of WWFs objectives

Target publics to understand the environmental problems

faced by Singapore

Educate target publics about what products are sustainably

sourced

A 30% increase in respondents awareness of everyday

sustainable products.

Attitudinal

To increase receptiveness of target publics for sustainably

sourced products

To allow target publics to believe in WWFs causes

To bridge the gap between nature and Singaporans who live

in a mostly urban city

To instill a sense of responsibility into Singaporeans towards

the environment.

Behavioural

To buy products that are sustainably sourced

To garner at least 2000 positive social media mentions

regarding Earth Day 2016 through mostly user-generated
content

To increase participation for Earth Hour to at least 25%

increase to 10,000 from 8,000 in 20146.

To increase Instagram following from 1,514 to 3,000 with an

average of 150 likes per photo.

4.0

Key Publics

Primary Target Public

6 Refer to Appendix for Secondary Research on Page

4

Demographics
Age Group

13-22

Occupation

Students in secondary school and tertiary institutes

Education

PSLE, O/N Levels, A Levels, Diploma, Degree

Income

Allowance from parents, part time job. Generally little to no

disposable income

Literacy

English-literate

Psychographics
Personality

Caring, sympathetic, open-minded, positive

Lifestyle

Relaxed, care about the environment, participates in volunteer

work pertaining to the environment

Attitudes

Open and welcoming to participating in campaigns that they

believe in strongly

Influence

Opinion leaders, trusted friends and family (word of mouth) trendy

designs and positive reinforcement.

Rationale: Youth of Target Publics will likely be the most receptive to our campaign
as well as mature enough to understand the underlying message. Furthermore, the
youth of Singapore represents to future and minds of Singapore and will influence
future environmental culture and policies. Secondary Target Public

Demographics
Age Group

35-50

Education

PSLE, O/N Levels, A Levels, Diploma, Degree and above

Income

Steady flow of income, $1500 & above

Literacy

English-literate

Psychographics
Personality

Loyal to brands, family-oriented, cares about future for children,

laggards

Lifestyle

Hectic, working, free on weekends

Attitudes

Open and welcoming to participating in campaigns that they

believe in strongly

Influence

Opinion leaders, trusted friends and family (word of mouth),

advertisements

Issues

Global warming, mortality, work-life balance, family

Rationale: Secondary Target Publics are more mature and have more buying power.
They usually play the Buyer role in the family and will be more receptive towards
such issues as it concerns the preservation of the environment for their children.

5.0
5.1

Strategies

Message Strategy
Key Message
Choose sustainably sourced products and turn down the lights to help save
the Earth.

Our key message will help us fulfil our final goal of an incresaed preference of
sustainably sourced products and participation in Earth Hour and will be underlying
all our campaign efforts and be the final message our target publics will take away.
Slogan
Choose Our Earth
Our slogan is action-oriented, such that it serves as a call to action. The use of Our
creates an inclusive connotation and makes the reader feel like they are part of a
communnity they are responsible for. The use of Choose is also purposeful, as it is
telling the target publics that they have a choice of what products they purchase and
that their choices affects the Earth. We will use repitition to help reinforce the
campaign in the target publics minds. Hence, it will be repeated across all our
campaign materials and events.
Tone
Encouraging, positive
Our message is designed to be encouraging and positive so as to persuade the
target publics to take the first step. Considering that our target publics repond better
positive messages7
, our tonality will be able to communicate our key message effectively. We will use
visuals and colors that hold positive meanings and encourage the target publics to
respond positively to the campaign. The overall tone of our campaign will be used
throughout our entire campaign to help us provide a solid and consistent form of
communication.
Key Visuals
Magical, Fantasy, Cute
Our target publics have shown preference for supernatural and fantasy genre in the
recent years8. Hence, our key visuals will be magical, fantasy creatures that tries to
communicate to our target publics why the environment is worth saving. The visuals
will also be cute as our target publics have shown a preference for cute things online.
For instance, our mascots will combine elements of nature and animals to creative
cute and fantasy creatures that will capture the attention of our target publics. Our
events will also feature our cute mascots and use neon light or glow-in-the-dark items

7 Refer to Bibliography for The Power of Positive Messages on Page

8 Refer to Bibliography for The Real Reason on Page
7

to help create a glowy, ethereal environment that is a symbol of the magic of the
environment.

5.2 Media Strategy

The agency shall secure widespread coverage in all targeted

traditional media companies.

90% of said coverage should be positive

coverage should all accurately reflect the campaign

The agency will achieve 2000 positive social media mentions.

Social media users shall be enlisted to help spread and

promote the key message of campaign.

5.2.1

User-generated content shall make up most of these mentions.

Approaches

CONTROLLED

Channels
Website

MEDIA

Rationale
The agency will set up a website that will
provide easily accesible yet comprehensive
information regarding the campaign. This
website will be separate from the existing WWF
website to ensure that information and
interactions are focused and succinct. The
website will have small games and information
for the target publics and have a list of

Newsletters

sustainable sourced products.

The agency will release newsletters to people
who sign up for it during our events or online
through social media or our website. The

newsletters will give them updates on WWFs

efforts and be written in a less formal and
communicative manners so as to engage the
target publics. The newsletters will also be put
up on the website to ensure the media and
Social Media

general public will be able to easily access it.

The agency will employ social media influencers

Interaction

to help spread the message through their

platforms. Research has shown that word of
mouth marketing is the most effective form of
marketing. This will increase the likelihood of
receptivenes because the target publics will
likely follow their opinion leaders. In addition, the
agency will set up an Instagram account for the
campaign to help further engage the target

School Visits

publics through competitions and giveaways.

WWF already does school visits9. The agency
will build onto this existing platform to help
promote our campaign and raise awareness
amongst the target publics. This will ensure that
target publics pay attention to the message as it
will during an assembly where all students have
to attend. The agency will visit secondary and
tertiary instituitions .

Channels
UNCONTROLLE
D MEDIA

5.2.2

Pitch Letters
Media Invites
Media Interviews
News Release
Media Alert

Target Media

Traditional Media (Top 5)

9 Refer to Bibliography for ECO-SCHOOLS on Page

9

Outlet

Profile

Rationale

Segment &

Channel

Editor: Lance Alexander

It is the most

Angle
SINGAPORE

NewsAsia

Key journalist: Annalisa

established news

We aim to be

Burgos10

channel in Singapore,

covered as the

Tagline: Understand Asia

with a reach of 3 in 10

flagship event

Cost: Free (Free to Air

people12, hence being

for

channel)

covered by them will

environmental

Target market of media

give us further

conservation in

outlet: Individuals aged

exposure and

Singapore

15+

credibility. This will

Daily Circulation: 1.8%

serve as a form of

(82,000)11

publicity for our event

Senior Music Director: Nic

and campaign.
987fms target publics

Bro Code

Shields

overlaps with our target

The most

Key DJ: Joakim and

public. 987 is also the

popular show

Gerald Koh

premiere Youth station

amongst our

Tagline: Only the Hits

in Singapore and can

target publics,

Cost: Free

help personalise the

we aim to be

Target market of media

message to our target

covered as the

outlet: Individuals aged 16

publics as the DJs are

Environmental

- 24

considered opinion

Event of Youth in

Daily Circulation: 9%

leaders.

Singapore.

station13
Key reporter: Otelli

We aim to be covered

News 5 Tonight

Edwards

by channel 5 as it has a

We aim to be

Tagline: Its good to be

wide target publics.

covered as the

home on 5

This will help us reach

flagship event

Cost: Free (Free to Air

both our primary and

for

channel)

secondary target

environmental

Target market of media

publics.

conservation in

987FM

among top 5 english radio

Channel 5

10
11
12
13

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Bibliography
Bibliography
Bibliography
Bibliography

for
for
for
for

Presenters & Correspondents on Page

Annual Report 2015 on Page
85% of Singaporean Viewers on Page
Radio on Page
10

outlet: Individuals aged 4+

Singapore.

Daily Circulation: 1.5%

Envision

(78,000)14
Editor: Chris Tobias

Envision magazine is

Environment

Key journalist: Nick Tan

under NEA and is the

We aim to be

Tagline: NIL

biggest amongst other

covered as a

Cost: Free (online copy on

environment magazine.

environmentally

their website)

This will help us to

friendly

Target market of media

reach more of our

campaign that

outlet: Individuals who are

primary and secondary

takes note of the

concerned about the

target publics faster

materials used in

environment15

and effectively.

our campaign as

Daily Circulation: 17,00016

we want it to be
environmentally

Teenage

Deputy Editor: Arissa Ha

Teenage is the most

friendly.
Lifestyle

Key journalist: Venetia

popular youth

We aim to be

Sng

magazine and we aim

covered as a

Tagline: NIL

from this magazine, we

lifestyle trend

Cost: $36 (12 issues)

are able to reach out to

and WWF

Target market of media

more youths and

reaching youths

outlet: Individuals aged 13

spread the message

in an innovative

- 19

about Earth Hour and

and creative

Daily Circulation: 60,000

environmentally friendly

manner

(240,000 readership)17

products that has the

green label.

Other Traditional Media

The Straits Times
One FM
Kiss 92

14
15
16
17

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Bibliography
Bibliography
Bibliography
Bibliography

The New Paper

TODAY
City Green

for
for
for
for

ZbComma
The Green Generation
AsiaOne

Annual Report 2015 on Page

Envision on Page
Switch Case Study on Page
Teenage Magazine on Page
11

New Media (Top 5)

Outlet
The Same

Profile
The Sam Willows are a four member

Rationale
Their Instagram posts

Willows

Singaporean pop band formed in 2012.

have an average 3000

They have since amassed more than

likes per photo and as

50,000 subscribers on their YouTube

popular idols, they are

page. In 2013, They are especially

relevant to the local

popular with our target publics, they were

market and are opinion

voted 987 FM's Rising Star and were the

leaders to our target

winners of the m:idea Youth Choice

publics.

Award 2013 in the band category. They

also match our have interest in WWFs

We will send them media

cause, nature and are animal lovers.

invites and invite them to

support our campaign on

Tosh Rock

Tosh Rock is a YouTuber, musician, actor,

their social media pages.

As someone who cares for

dancer and video editor who was cast in

the environment, Tosh

what would become the highest grossing

would be a good opinon

Singaporean film of all time, Ah Boys to

leader for our target

Men, in the role of Sergeant Alex Ong.

publics. As someone of a

He too is well liked by our target publics

mass following, he is

with more than 6,300 subscribers to his

considered a trust source

YouTube and 259k followers on his

of information to our target

instagram. He also shares the same the

publics.

same interest and concern for the

environment.

We will send him media

invites and invite him to
participate in our social

Gerald Koh

Gerald Koh is a Singaporean radio

media competitions.
As someone from the

personality. Previously known as Boy

mass media, Gerald Koh

Thunder has amassed a following of

already has an established

2,180 on twitter and 15k on instagram.

fanbase that will follow in

He is also extremely active on both

his footsteps. As such, he

channels and relatable to our target

will be able to influence

publics. Currently, he is hosting "The Bro

them and make them

12

Code", along with Joakim Gomez from

aware of our campaign.

4pm-8pm every weekday. 987FM

currently has a listenership of 9.1 per

We will send him media

cent.

invites and invite him to

participate in our social

Christabel

Christabel Chua is Singapores fastest

media competitions.
As someone of such a

Chua

growing online personalities with her

large following, she will be

nomination of Breakout Star of 2015

able to influence our target

by Singapores Social Media Awards. She

publics, considering that

is a travel and beauty host of

her publics overlaps with

TheSmartLocaltv has leaped into the

ours. Furthermore, the

scene providing insights about travel,

campaigns she has

beauty & fashion that garnered many

supported in the past

followers. She has gone on to speak at

coincide with WWFs,

events like The Best Of You Campaign

proving that her influence

2014, 100.3FMs morning show, & has

is in the area of positivity.

been invited to be a speaker at Kotexs

White Party. Appointed as Shiseidos

We will send her media

Ambassador of 2015, Christabel is also

invites and invite her to

coined the social media face of SK-II by

vlog our events and post it

Her World Singapore. Helming the latest

on her social media.

Maybelline IT Girls Campaign, Christabel

represents their new Dream Satin Skin
range. She has also worked with
international brands like Samsung,
Warehouse, Dorothy Perkins, Charles &
Keith, LOreal, Forever 21, Kikki K. and
more. This beauty queen won Best Skin
and Miss Photogenic in the recent Miss
Universe Singapore 2014. She is relevant
to our target publics as she has a
following amongst the youths. Christabel
currently has 83.6k followers and an
average of 4k likes for each of her photo.
For her youtube account, she has 7.5k

13

subscribers and her travelling vlog or

beauty videos are an average 9k viewers.
Target Publics, opinion leaders

User

Besides opinion leaders,

Generated

we will have competitions

Instagram

and giveaways on our

Content

Instagram page that will

engage the target publics.
To win the competition of
gievaway, they will have to
create generate content of
their own and considering
that people are more likely
to believe messages from
their own trusted friends,
user-generated content
helps create lasting and
effective engagement.

5.3 Action Strategy

During the campaign period of Februrary to April 2016, we aim to engage target
publics through innovative visuals and events and personal outreach through the
course of the three month campaign.

The agency will release a new WWF-Earth Hour Mascot that will appear in all
of our campaigns to encourage recall and awareness.

The agency will partner with brands that use sustainably-sourced products to
provide collaborative deals for consumers and therefore making the event
more mutually beneficial.

The agency will bring on popular influencers on Instagram to help reach our
publics where they most often check.

14

The agency will organise a music festival cum flea market that will consist of a
bonfire, musical acts, pop-up stores and glow-in-the-dark body paint to
encourage media coverage and participation from the publics.

6.0

Tactics

We will be employing various tactics to carry out our action strategy and achieve our
objectives. These tactics fall into our action plan and will be executed in three
cycles/phases.
6.1 Phase 1: Meet Our Earth
Phase 1 will revolve around reintroducing the beauty and magic of the environment
to our target publics and will be the time whereby we raise awareness for our
campaign, build hype and try to increase participation for Earth Hour 2016. In short,
this phase will aim to accomplish the informational objectives we have set.

Phase 1: Meet Our Earth

#LightsOutChalleng What

Instagram Challenge [#LightsOutChallenge]

e
This challenge will get our target publics to attempt
to take a selfie while being blindfolded. This will
mimic the idea of having no light and to show that if
we do not conserve electricity and start saving the
environment, little things we do everyday will begin
How

to be very difficult.
We will first get influencers to start attempting the
challenge and posting it online with the
#LightsOutChallenge. This will help spread the
challenge to our target publics. The pictures will be
funny and will help spread awareness to our
campaign.
When people post and participate in the challenge,
it would help garner even more mentions on social
media. Furthermore, this would influence people
who follow them to also participate which would

Where

increase the number of people using the hashtag.

Instagram

15

Because of highly active Instagram users, its

engagement level is 15 times greater than that of
Facebook18. For a campaign as such, it is important
to interact with the public and engage them, so
Instagram is the ideal social media channel to

Posters & Publicity

When

promote the campaign.

Throughout the 3 month campaign (Feb-Apr 2016)

What

Posters
We have designed posters to help raise awareness
for our campaign. The poster shows Earth, split into
two with two plots of land floating in front of it. Its
clearly split into an earth which is filled with smoke
and is polluted and an earth which uses clean
energy and is clean and green. This is to show what
is Earth facing currently.
Mascots
Our mascots are a mix of endangered animals and
endangered floral and fauna. They all have their
own separate names and meanings and are
designed to look unreal and cute at the same time.
Incorporating mascots to our campaign will aid the
target publics initial brand recall.
Keeping with the theme of the key visuals, we
decided to create 3 fantasy creatures that will
serve as our brand ambassadors. Through their
out-of-this-world species names and their cute
and simple features, they are easily identifiable and
will stand out to our consumers and target publics.

How

Posters
Through this poster, we hope that it will cause the
consumer to think about the impact humans have

18 Refer to Bibliography for Home on Page

16

been having on the earth. It is important to let them

know how they can make the conscious effort to
CHOOSE OUR EARTH to make the world a better
place to live in. Incorporating this poster into our
campaign will aid initial brand recall from the
customers and help them understand our cause.
Through its clean design, it would be easy to
remember and easily identifiable.
Mascots
They will be appearing in all our campaign
activities, posters and products that we are
collaborating with like Uniqlo, Starbucks and Pilot.
This will help raise awareness as well for the
animals that are endangered but are not as
Where
When
What

emphasised as animals such as tigers and pandas.

Online, social media, SCAPE, Schools
1-28 February 2016
School Visits
We will visit institutions to help raise awareness for
our campaign. We will bring along mascots,

School Visits

Media Influencers

How

banners and speakers to talk about our campaign.

Institutions fall within our target publics and hence

Where
When
What

we will be able to very effectively reach them.

Schools in Singapore
10-20 Feb 2016
Media Influencers
Social Media influencers such as The Sam Willows,
Tosh Rock, Gerald Koh and Christabel Chua. These
individuals are considered opinion leaders in their
various social media fields, they will be able to
effectively spread the message about our

How

campaign.
We will send out media invites and invite them to
post about our campaign. Furthermore, we can also

17

challenge them to our Instagram challenge. They

are more likely to pick up the challenge as it will
Where
When
What

also be humorous and garner them attention.

Social Media Platforms
Throughout the 3 month campaign (Feb-Apr 2016)
Collaboration with Starbucks
WWF will collaborate with Starbucks with the
slogan Choose our Earth as it will also help
Starbucks build brand image and serve as CSR for

Who

their brand.
Starbucks is one of the companies that reduce and
recycle waste as well as reusable plastic cups for
their beverages. Besides reducing, reusing and
recycling, starbucks also has been pursuing ways
to address challenges about climate change and

Starbucks

How

Collaboration

help farmers mitigate the impact of climate change.

We will produce and print stickers and provide them
to Starbucks to paste on the front of their cups.
Posters will also be put up around the area and on
social media to help build hype for this
collaboration. This will help us reach a large group
of target publics, considering the influence of

Where

Starbucks.
The outlet we will be using is the biggest starbucks
in Singapore. It is located in u town inside the NUS
campus. This will appeal to many as it is inside a
school with many youths studying so it will reach

Uniqlo Competition

When
What

our target publics.

12-18 March 2016
Collaboration with Uniqlo
We will organise a 48hr design competition using
Uniqlos materials. The objective is for the winning
design to explain and visualise what the Earth
means to the designer. The winning designs will be
exhibited.

18

Who

Uniqlo is always on the ball when it comes to being

environmentally friendly as they have organised
many initiatives to help people around the world as
well as the environment. Since 2001, Uniqlo have
collected over 32 million items that can be reuse or
recycle. In partnership with United Nations High
Commissioner for Refugees, they have given 14
million second hand clothing to refugees and
people who need clothing. Besides reuse and
recycling, Uniqlo planted more than 150,000 trees
to help Teshima Island to recover from toxic

How

waste19.
Target Publics will be given the opportunity to come
out with design for clothing with a clear message of
what Earth means to them. Materials will be
provided by uniqlo. The works of target publics will
be displayed in an exhibition at the Sky Terrace.
This is a 48 hour competition that will be held in one

Pilot Competition

Where
When
What

of the room in Uniqlo Headquarters.

Sky Terrace @ SCAPE Level 4
7-9 March 2016
Collaboration with Pilot
Pilot has created more than 10 pens that are
environmentally friendly like the Bottle to pen, G
knock and more. The pens are made ranging from
70.6% to 92% of recycled content. For the latest
collection, the bottle to pen (B2P) is the worlds first
recycled pen made from a plastic bottle. It is made
in facilities that meet ISO 14001 and 14021
standards.20

19 Refer to Bibliography for Making the World a Better Place on

Page
20 Refer to Bibliography for Pilot Pen on Page
19

Who

Pilot Pen Pte Ltd is a subsidiary company of Pilot

Corporation of Japan was set up in Singapore in
1985, Pilot has since established itself as the
leading brand of disposable writing instruments in
the country and is the preferred brand for Youth in

How

Singapore.21
We will organise an open competition for target
publics to express what they feel about the Earth
through their drawings. The top 3 entries will be
printed on pens and sold as limited edition pens.
With the Earth Hour message printed on both the
pens and boxes, this increases the awareness of
the event and students will spread around the event
and even asking their friends to join them. Winners
will likely encourage their friends and families to
purchase the pens, which will increase sales for
Pilot, and because of the designs, help raise

Where
When

awareness for WWF.

Stationary stores around Singapore
7 - 12 March submission of entries
19 March Announcing the top 3 designs
6 April Begin the sale of the limited edition
designs.

6.2 Phase 2: Choose Our Earth

Phase 2 will encompass the flagship event, Earth Hour 2016 and will be the event we
lead up to. This phase will be during the time whereby the hype has been built and
awareness has been accomplished. As such, this phase will be about changing
attitudes toward the Earth.

Phase 2: Choose Our Earth

Music What
WWF Music Hour
Hour
The event WWF will plan for Earth Hour will be called Music

21 Refer to Bibliography for A 90 Year History on Page

20

Hour as it will be a music festival with an expected turn-out of

How

6,000 people.
1. Candle lit festival (Bonfire)
We would like to give the festival the community vibe as well the
campfire environment. Therefore, if it is allowed and possible,
there will be a bonfire to announce the opening and closing for the
event.
2. Musical and dance performances with glow in the dark
theme
There will definitely be performances since this is a music festival.
However instead of inviting international artist, we will have local
singers to perform for our event. They include, The Sam Willows,
Take Two, Ciao Turtle, FADER and NRA. As these groups already
have established and loyals fans, they will serve as publicity to
garner participation for this event. The performance will have a
glow in the dark theme. For instance, dancers will use glow in the
dark strips as costumes, allowing the dance to be unique.
3. Pop-up stores selling environmentally safe and green label
products
In youth events, it is a norm to have numerous pop up stores that
sells unique items that are made locally. This time we up the
criteria meaning the items sold from the pop up stores will be
environmentally friendly. There will also be a flea market to sell
reused and environmentally friendly items at an affordable price.
The flea market stalls will likely sell good conditioned second
hand items that is also a form of recycling.
4. Face Painting using Glow-in-the-dark Paint, and glowsticks
given out for the concert.
At entry, we will sell glow-in-the-dark items at very affordable
prices. Since there will be ultraviolet lights, the glow in the dark
paints will be obvious and very instagram worthy. The more
people post about their glow in the dark paints or the event, the
more the awareness for the event and many more would come
and participate as it goes along.

21

5. Photobooth
As many youths love taking photos, photobooths will be very
popular. We are aiming for the photobooths to have the strip
photos printing because it is trending now compared to normal
photobooth printing. There will be props for target publics like our
mascots, cardboard hashtag for our event and many more props.

Green

Where

The Meadow @ Gardens By The Bay (Standing Capacity 30,000)

When

5th March 2016, 7-9pm

What

Green Label Promotion

Label
Prom

WWF will collaborate with the Green Label with the objective of

increasing awareness of target publics of environmentally friendly

products and rewards target publics with vouchers for Uniqlo
Who

products during the Green Label run event.

The Singapore Green Labelling Scheme (SGLS) was launched in
May 1992 to endorse industrial consumer products that are
environmentally friendly. The SGLS is the regions most
established ecolabelling scheme with over 3000 unique products

How

certified across 25 countries22.

We will be giving away 15% vouchers for consumers who
purchase $100 of products that are certified by the Green Label.
The voucher is for the UniqloxWWF run event which is a closed
door sale in Uniqlo. Consumers who purchase $100 and above of
Green Label products can claim their voucher from the counter
and showing their receipt. Behind the voucher, there will be
information about Earth Hour that encourages target publics to
participate the event. The promotion will go by a first come, first
serve manner and is limited to the first 500 redemptions only.
This increases the awareness level not only for Earth Hour but
products that are environmentally friendly which encourages

22 Refer to Bibliography for Singapore Green Labeling Scheme on

Page
22

people to eventually have the habit of checking whether the

products they are buying have been sustainably sourced.

Where

Uniqlo Outlet at Ion Orchard

When

19 March - 2 April 2016

6.3 Phase 3: Keep Our Earth

Phase 3 will be focused on sustaining and retaining the information and deplore our
target publics to continue supporting the environment using actions.
Phase 3: Keep Our Earth
What
WWFxUniqlo Run
WWF will partner with Uniqlo and Green Label to organise
a closed-door sales that will help increase sales for Uniqlo
while simulating Earth Hour in an exciting and interactive
How

way.
For one day only, from 5pm - 10pm at the ION Orchard
Uniqlo outlet, all the lights will turn off, and there will be a
flash sale, for those who have spent at least $50 on Green
Label products. There will be glow in the dark strips to help

WWFxUniql

people see where theyre going and it will feature some

o Run

limited edition glow in the dark clothing and merchandise,

while the rest of the clothes will be sold at a discount.
In an area as high traffic as ION Orchard, the darkness that
the UNIQLO would be in provides a stark contrast to the
rest of the well lit shopping mall, and would definitely draw
attention to the cause from people whom our outreach has
not reached previously. As Singaporeans, Limited Edition
Where
When

and sales would definitely draw attention.

ION Orchard Uniqlo Outlet
2 April 2016

23

7.0

Implementation Plan

Client: World Wide Fund For Nature

Product: "Choose Our Earth"
Period: Feb-Apr 2016
Programmes/Events
Instagram Challenge
#LightsOutChallenge
Posters & Publicity
School Visits

February

March

1
1
8

Starbucks Collaboration

Uniqlo Competition

Pilot Competition

Green Label Promotion

Music Hour

4
1

9
1
9

WWFxUniqlo Run

8.0

April

2
8

Evaluation

We will use the following methods to assess the effectiveness of our agencys
campaign for WWF:
8.1 Evaluation during Planning Stage
-

We have conducted a survey and studied prior campaigns and studies to

study the current situation and perceptions towards WWF, Earth hour and

sustainably sourced products.

If time permits, we will evaluate our campaigns possible effectiveness by
running it through a chosen focus group that is representative of our

target publics.
Check back to see if our proposed campaigns achieves
the objectives we have set prior.

8.2 Evaluation during Implementation Stage

Media Coverage

24

Count the number of times WWF is mentioned throughout the three-

month period and assess whether it is positive or negative

Track all mentions of WWF on social media and use it as a benchmark to

gauge the success of the campaign.

Check back to ensure WWFs Instagram page reaches its desired number
of followers and likes as decided prior.

Events
Use a clicker to gauge the number of participants for our events.
Conduct focus groups to receive feedback about the event.
Track the number of participants against of initial target.
Track impressions for each platform on social media.
Collaborations
- Track the number of sales for the collaborated projects against our initial
plans

#LightsOutChallenge
Track the hashtag #LightsOutChallenge on all social media platforms.
Check if other media platforms, celebrities have attempted the challenge.

8.3 Evaluation during Post-Implementation Stage

We will evaluate the impact and sustainability of our campaign.
-

Track purchases of Green Label certified products after the campaign

Track the number of volunteers and participants for WWFs activities and

events
Conduct a post-survey to study the perceptions and attitudes towards

WWF
Conduct a post-survey to determine the attitudes of target publics toward

sustainably sourced products

Conduct a focus group to garner honest opinions on the effectiveness and
areas of improvement of the campaign.

9.0 Bibliography
A

90

Year

History."

90

Year

History.

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01

Feb.

2016.

<http://www.pilotpen.co.uk/en/the-pilot-spirit/history-philosophy/a-90-year-history>.
"Alibaba Manufacturer Directory."
Alibaba Manufacturer Directory - Suppliers, Manufacturers, Exporters & Importers .
Web. 01 Feb. 2016. <http://www.alibaba.com/product-detail/luminescent-paint-glowin-the-dark_60287657432.html?spm=a2700.7724857.29.19.n0ycvt>.

25

Annual

Report

2015.

Mda.

Web.

<http://www.mda.gov.sg/Documents/AnnualReport/2015/downloads/annex.pdf>.
"Conserving Places." WorldWildlife.org. World Wildlife Fund. Web. 01 Feb. 2016.
<http://www.worldwildlife.org/initiatives/conserving-places>.
"Custom Made Cartoon Character Funny YO GABBA GABBA TOODEE MASCOT
COSTUME High Quality Mascots Costumes." DrVerner.com. Web. 01 Feb. 2016.
<http://www.drverner.com/custom-made-cartoon-character-funny-yo-gabba-gabbatoodee-mascot-costume-high-quality-mascots-costumes.html>.
Eco-Schools

Voices.

AngMoKiosec.

Web.

<http://www.angmokiosec.moe.edu.sg/qql/slot/u531/amksian
experience/environmental education/Eco-Schools Voices/Eco-Schools Voices - Jan
2015.pdf>.
"Envision."

Nea.

Web.

<http://www.nea.gov.sg/docs/default-source/training-knowledge-

hub/first-issue's-pdf.pdf>.
"High Quality Pull-up Banner Stand for Your Marketing Needs in Singapore." Plixo Pull-up
Banner Stands: High Quality, Affordable, near Singapore Red Hill MRT. Web. 01 Feb.
2016. <http://www.plixo.com.sg/pull-up-banner-stand.html>.
"Home."

L2

Benchmarking

Digital

Performance.

Web.

01

Feb.

2016.

<http://www.l2inc.com/>.
"Luminous Tape Self-adhesive Glow In The Dark." EBay. Web. 01 Feb. 2016.
<http://www.ebay.com/itm/10M-Luminous-Tape-Self-adhesive-Glow-In-The-DarkSafety-Stage-Home-Decorations-/381292757185>.
"Making the World Better Place." Making the World Better Place/CSR(Corporate Social
Responsiblility). Web. 01 Feb. 2016. <http://www.uniqlo.com/en/csr/refugees/>.
"Making

the

World

Better

Place/CSR(Corporate

Place
Social

Environment."
Responsiblility).

Making

the

World

Better

Web.

01

Feb.

2016.

<http://www.uniqlo.com/en/csr/environment/>.

26

"Meadow." Meadow. Web. 01 Feb. 2016. <http://www.gardensbythebay.com.sg/en/book-avenue/meadow.html>.

"Our Home, Our Environment, Our Future." Sustainable Singapore Blueprint 2015. Web. 01
Feb. 2016. <http://www.mewr.gov.sg/ssb/>.
"Our

Tagline."

Channel

NewsAsia.

Web.

01

Feb.

2016.

<http://www.channelnewsasia.com/news/about/ourtagline>.
"Overview." Overview. Web. 01 Feb. 2016. <http://www.nea.gov.sg/energy-waste/wastemanagement/overview>.
"Panda Nation | Fundraise for WWF - Your Way." Panda Nation. Web. 01 Feb. 2016.
<http://wwf.worldwildlife.org/site/PageServer?pagename=panda_nation_athletics>.
"PhotoBoothDJs.com." PhotoBoothDJs.com - PhotoBooth Rentals Starting from $300 for
Weddings & Special Events in Chicago IL, Naperville, Aurora, Plainfield, Joliet,
Orland & Surrounding Areas. Web. 01 Feb. 2016. <http://www.photoboothdjs.com/>.
"Pilot Pen :BeGreen :Products." Pilot Pen: BeGreen: Products. Web. 01 Feb. 2016.
<http://www.pilotbegreen.us/products/index.php>.
"Presenters

and

Correspondents."

Channel

NewsAsia.

Web.

01

Feb.

2016.

<http://www.channelnewsasia.com/news/about/presentercorrespondent>.
"Radio." Prezi.com. Web. 01 Feb. 2016. <https://prezi.com/6k4gmydgxwme/radio/>.
"SCAPE | Dream It. Live It." *SCAPE | Dream It. Live It. Web. 01 Feb. 2016.
<http://scape.sg/venues#>.
"Singapore." EARTH HOUR. Web. 01 Feb. 2016. <https://www.earthhour.org/singapore>.
Stage

Sound.

Stagesound.

Web.

<https://www.stagesound.com/images/pdf_docs/SS-

Rental-Price-List.pdf>.

"SINGAPORE GREEN LABELLING SCHEME." SINGAPORE GREEN LABELLING

SCHEME. Web. 01 Feb. 2016. <http://sgls.sec.org.sg/>.

27

"Sustainable Singapore Blueprint Launched." TODAYonline. Web. 01 Feb. 2016.

<http://www.todayonline.com/singapore/sustainable-singapore-blueprint-launched>.
"Switch Case Study Singapore National Environment Agency - English." Switch Case Study
Singapore National Environment Agency - English. Web. 01 Feb. 2016.
<http://www.slideshare.net/talktoswitch/switch-case-study-singapore-nationalenvironment-agency-en>.
"Teenage - Key Editions." Key Editions. 2013. Web. 01 Feb. 2016. <http://www.keyeditions.com/publications/teenage/>.
"Teenage Magazine." Teenage Magazine. Web. 01 Feb. 2016. <http://teenage.com.sg/>.
"The Future Of Advertising Is Mutually Beneficial For Brands And Consumers." The Future
Of Advertising Is Mutually Beneficial For Brands And Consumers. Web. 01 Feb.
2016.

<http://www.cmo.com/articles/2015/6/29/the-future-of-advertising-is-mutually-

beneficial-for-brands-and-consumers.html>.

The Power of Positive Messages: Helping Children and Youth Develop Positive Behavior.
Snipsf.

Jan.

2013.

Web.

<http://www.snipsf.org/wp-

content/uploads/2011/08/Inclusion-Tool-Kit-Part-2_Power-of-Positive-MessagesHelping-Children-and-Youth-Develop-Positive-Behavior.pdf>.

"The Real Reason Why Grown-Ups Love Young-Adult Fantasy Books." Io9. Web. 01 Feb.
2016.

<http://io9.gizmodo.com/the-real-reason-why-grown-ups-love-young-adult-

fantasy-1172843218>.
Vistaprint.

Web.

01

Feb.

2016.

<http://www.vistaprint.sg/custom-brochures.aspx?

GP=1/30/2016 4:07:33 AM>.

"Which Social Media Platforms Drive the Most Sales?" Shopify's Ecommerce Blog. Web. 01
Feb. 2016. <https://www.shopify.com/blog/12731545-which-social-media-platformsdrive-the-most-sales-infographic>.

28

"Wholesale & Bulk Glow Sticks." Bulk & Wholesale Glow Sticks. Web. 01 Feb. 2016.
<https://glowproducts.com/us/specialty/bulk-glow-sticks>.

"WWF

Go

Wild

for

Wildlife

Flag

Day."

Eventbrite.

Web.

01

Feb.

2016.

<http://www.eventbrite.sg/e/wwf-go-wild-for-wildlife-flag-day-tickets-17315521190>.
WWF-Singapore (@wwfsg) Instagram Photos and Videos." WWF-Singapore (@wwfsg)
Instagram

Photos

and

Videos.

Web.

01

Feb.

2016.

<https://www.instagram.com/wwfsg/>.

"1 in 2 Singaporeans Willing to Spend More on Ethical Products." Singapore Business

Review. Web. 01 Feb. 2016. <http://sbr.com.sg/retail/news/1-in-2-singaporeanswilling-spend-more-ethical-products>.
"2014 Outcomes." EARTH HOUR. Web. 01 Feb. 2016. <https://www.earthhour.org/2014outcomes>.
"85% of Singapore Viewers Tune in to Free-to-air TV on Weekly Basis: Nielsen Report."
Channel

NewsAsia.

Web.

01

Feb.

2016.

<http://www.channelnewsasia.com/news/singapore/85-of-singaporeviewers/2241228.html>.

10.0 Appendix
10.1

Primary Research

29

What is your gender?

a. Female (53 respondents/ 65.4%)
b. Male (25 respondents/ 30.9%)
c. Others (3 respondents/ 3.7%)

How old are you?

a. 13 - 17 (16 respondents/ 19.8%)
b. 18 - 22 (63 respondents/ 77.8%)
c. 23 - 27 (0 respondent/ 0%)
d. Above 28 (2 respondents/ 2.5%)

30

What is your highest education level?

a. PSLE (1 respondent/ 1.2%)
b. O Level or Equivalent (73 respondents/ 90.1%)
c. A Level or Equivalent (5 respondents/ 6.2%)
d. Degree (2 respondents/ 2.5%)
e. Post-graduate (0 respondents/ 0%)

Which social media channel do you use most frequently?

a. Instagram (40 respondents/ 49.4%)
b. Twitter (18 respondents/ 22.2%)
c. Youtube (10 respondents/ 12.3%)
d. Facebook (7 respondents/ 8.6%)
e. Snapchat (3 respondents/ 3.7%)
f.

Tumblr (3 respondents/ 3.7%)

g. Other (0 respondents/ 0%)

31

Which of the following forms traditional media do you pay the most
attention to?
a. TV (32 respondents/ 39.5%)
b. Radio (9 respondents/ 11.1%)
c. Magazine (5 respondents/ 6.2%)
d. Newspaper (4 respondents/ 4.9%)

Are you aware of the World Wide Fund for nature Singapore (WWF)?
a. Yes (69 respondents/ 85.2%)
b. No (12 respondents/ 14.8%)

32

Which of the following campaigns by WWF have you noticed?

a. Smart Consumption (7 respondents/ 8.9%)
b. Save Tigers Now (18 respondents/ 22.8%)
c. Panda Perks (16 respondents/ 20.3%)
d. Switch Off For Earth Hour (62 respondents/ 78.5%)
e. Have a Green Christmas (4 respondents/ 5.1%)
f.

The Haze (24 respondents/ 30.4%)

g. Other (4 respondents/ 5.1%)

Have you heard or/participated in any of WWFs activities?

a. Never heard of (28 respondents/ 34.6%)
b. Have heard of but did not participate (42 respondents/ 51.9%)
c. Participated (11 respondents/ 13.6%)

[OPEN ENDED] How do you think WWF can help make its itself more
prominent in Singapore?
a. Social Media (30 respondents/ 37%)

33

b. More advertising (20 respondents/ 24.7%)

c. More Campaigns (15 respondents/ 18.5%)
d. Reach out to schools (9 respondents/ 11.1%)
e. Others (7 respondents/ 8.6%)

How often do you participate in Earth Hour?

a. Every year (13 respondents/ 16%)
b. Often (7 respondents/ 8.6%)
c. Sometimes (29 respondents/ 35.8%)
d. Once (16 respondents/ 19.8%)
e. Never (16 respondents/ 19.8%)
Sometimes = 2 - 4 times
Often = 4 - 6 times

Are you aware of the objectives behind Earth Hour?

a. Yes (78 respondents/ 96.3%)
b. No (3 respondents/ 3.7%)

34

What kind of activities would you be interested in attending for Earth

Hour?
a. Flash Sales (32 respondents/ 39.5%)
b. Carnivals (45 respondents/ 55.6%)
c. Flea Markets (27 respondents/ 33.3%)
d. Music Festival (49 respondents/ 60.5%)
e. Races (8 respondents/ 9.9%)
f.

Other (4 respondents/ 4.9%)

On a scale of 1-10, how severe do you think the environmental situation

is in Singapore?
1 = Not severe at all
10 = Extremely severe
a. 1 (0 respondent/ 0%)
b. 2 (5 respondents/ 6.2%)
c. 3 (5 respondents/ 6.2%)
d. 4 (8 respondents/ 9.9%)
e. 5 (10 respondents/ 12.3%)
f.

6 (12 respondents/ 14.8%)

35

g. 7 (22 respondents/ 27.2%)

h. 8 (14 respondents/ 17.3%)
i.

9 (4 respondents/ 4.9%)

j.

10 (1 respondent/ 1.2%)

How often do you engage in environmentally friendly activities?

a. Always (8 respondents/ 9.9%)
b. Often (17 respondents/ 21%)
c. Sometimes (36 respondents/ 44.4%)
d. Rarely (19 respondents/ 23.5%)
e. Never (1 respondents/ 1.2%)
Rarely = Once a year
Sometimes = Once a month
Often = Once a week

On a scale of 1-10, how much do you think the Haze affects the
environment?

36

1 = very much
10 = Not at all
a. 1 (21 respondents/ 25.9%)
b. 2 (12 respondents/ 14.8%)
c. 3 (2 respondents/ 2.5%)
d. 4 (5 respondents/ 6.2%)
e. 5 (3 respondents/ 3.7%)
f.

6 (7 respondents/ 8.6%)

g. 7 (6 respondents/ 7.4%)
h. 8 (13 respondents/ 16%)
i.

9 (6 respondents/ 7.4%)

j.

10 (respondents/ 7.4%)

[OPEN ENDED] Name 3 brands you believe sell sustainably sourced

products
a. The Body Shop (21 respondents/ 26%)
b. Lush (17 respondents/ 21%)
c. H&M (14 respondents/ 17.3%)
d. Ikea (10 respondents/ 12.3%)
e. Starbucks (8 respondents/ 9.8%)
f.

Others (11 respondents/ 13.6%)

10.2

Secondary Research

Current situation in environmental sustainability in SG

Singapore waste management23
Total waste disposed
Total waste recycled
Total waste generated
Recycling rate

3,043,400 tonnes
4,471,100 tonnes
7,514,500 tonnes
60%

The Sustainable Singapore Blueprint

23 Refer to Bibliography for Overview: on Page

37

Singapore recently launched the The Sustainable Singapore Blueprint 2015. The
blueprint mapped out the governments vision to commit S$1.5 billion over the next
five years to create a more liveable and sustainable future.24

Key Areas

Maintaining green spaces

Reducing reliance on private car transportation

o

cycling paths will be expanded from the current 230km to 700km by

2030

park connectors has grown steadily from 113km in 2009 to 216km in

2013, it will be further expanded to 400km by 2030.

introducing driverless vehicles, piloting an electric car-sharing scheme

and creating more car-free zones in the city through roads closures for
public activities

MRT lines will increase the length of rail network from 178km to
360km so that 80 per cent of households compared to the 58.5 per
cent in 2013 will be within a 10-minute walk from a train station

Creating a green economy

o

businesses will adopt greener practices, our City will be a hub for the
cutting-edge business of sustainable development

Initiatives to raise adoption of solar power and other sustainability

practices in Singapore-based companies

Singapore government aims to make it mandatory for certified

products to carry the Green Label by 2016 so it is easier for
consumers to look out for them.

At this point of time, none of the brands that are certified to use
sustainably sourced products carry the Green Label; citing reasons
like additional costs to manufacturing.

Increasing domestic recycling

o

HDB to build more convenient chutes for recycling

24 Refer to Bibliography for sustainable-Singapore on Page

38

Greater community engagement

o

MEWR had conducted public consultations and surveys with about

6,000 participants. Findings showed that 78% of respondents were
concerned about environmental issues and almost nine in ten believed
caring for environment is the community or individuals responsibility.25

Aims to grow the number of active green volunteers from over 1,000
to 5,000 by 2030, as well the number of Community in Bloom Gardens
from over 700 to 2,000.

Previous activities/initiatives by WWF and their popularity

Conserving

One of WWF initiative to conserve places like Amazon, Borneo,

Places Initiative

Sumatra, coral triangle and more26

Panda Nation

It is by participating WWFs marathons or triathlons which they will

Athletics

donate whatever earn from this fundraising to help tackle illegal

wildlife trade, deforestation, climate change and water scarcity27

WWF Go Wild

This is where volunteers become wildlife troopers and go around

for Wildlife Flag

with tins and getting donation for wildlife cause.28

Day
WWF Earth

In 2014, WWF Singapore crowdfunded stop the killing to fight

hour 2014

wildlife crime in SEA29

Locally, over 300 organizations participated in 2014s Earth Hour.
In 2014, Singapore was a big focus of earth hour and a short film
competition judged by Mark Webb was hosted with the winning
film being showcased alongside the premiere of the Amazing
Spiderman 2, in support of Earth hour.

25 Refer to Bibliography
Future on Page
26 Refer to Bibliography
27 Refer to Bibliography
28 Refer to Bibliography
29 Refer to Bibliography

for Our Home, Our Environment, Our

for
for
for
for

Conserving Places on Page

Pandanation on Page
WWF Go Wild on Page
2014 Outcomes on Page
39

In 2014, Singapore hosted the Earth Hour Global Celebrity

Ambassador, and the cast of The Amazing Spider-Man 2 were
present at the event held at the Float@Marina Bay.
Over 8,000 people participated in the Earth Hour event with 526
organisations pledging to switch off their lights and 29,662
individuals pledging commitment for the campaign's green
actions.30

Kinds of Campaigns that are popular

Research has shown that sales and mutually beneficial campaigns that consumers
can get something other than gratification out of are the most popular. Social media
related sales, where consumers have to share the campaign on social media to
redeem benefits have been known to cause exponential growth31.

10.3

SWOT

30 Refer to Bibliography for Singapore on Page

31 Refer to Bibliography for Which Social Media Platform on Page
40

Strengths

International organisation with rich

Weaknesses

General public is unaware of WWF

history Gives the brand credibility and

While WWF may have

already pre-existing brand awareness

international brand awareness, but

amongst specific publics.

it is still rather new in Singapore

and hence the general public is yet

to be very aware of it.

Strong marketing/design team WWFs

logo is often used as a great design
example and other advertisements have

Work and campaigns are reliant on

been praised to have been done very

external funds/donations As a

nicely.

non-profit organization, WWFs

work and campaigns hinge on

Strong and loyal customer base

funding from external donors or

Although small, the existing customer

organizations which makes for

and volunteer base is loyal.

unstable income

Reduced labour cost since people do it

Investments required in research

from the good of their hearts

and development To back up and

Employees usually choose to work in

sustain its work in the environment,

such organizations not for the money but

reearch and development neds to

for its vision and hence the workers are

be done; which requires

more likely to be paid less and still work

investments.

efficiently
Opportunities

Threats

41

Collaborations with environmentally

Other similar organisations in SG

friendly companies Collaborations can

(ACRES, Nature Society

be done with companies who wish to

Singapore) Simiar organizations

market and certify their companies to

may threaten the viability and

publics who care about the environment

influence of WWF especially since

and also improve their brand image. It

ACRES and NSS are locally based

would also be beneficial to WWF as it

and would hence have a closer

would help improve WWFs image and

connection to the gneral public in

be a way to engage with the publics

Singpore.

without speding WWFs own funds

Trend of environmentally sourced

Government legislations or

products Report shows that 1 in 2

ideologies might halt certain

Singapores choose environmentally

ethical products over their counterpart.

Government restrictions

activities and publicity that might

32

deter operations

Power of Social Media The prevalence

and reach of social media amongst
target publics allows a low-cost yet
engaging way to reach publics and
create impressions.

10.4

Budget

32 Refer to Bibliography for 1 in 2 on Page

42

Total Budget Spent - $13,703.30

Posters & Publicity
Starbucks Collaboration
Uniqlo Collaboration
Green Label Promo
WWF Music Hour
WWFxUniqlo Run

10.4.1 Posters & Publicity

Mascots

$402.30

Custom Made Mascots

$134.10 x 3 = $402.3033

Banner

$140

Standing banners

$70 x 2 = $140 34
Total

$542.30

10.4.2 Starbucks Collaboration

Stickers

$583

Printing (7000)

583 x $1 = $58335

Posters

$75

Printing (150)

$0.50 x 150 = $7533

33 Refer to Bibliography for Custom Made Cartoon Character on

Page
34 Refer to Bibliography for High Quality Pull-up Banner on Page
35 Refer to Bibliography for Vistaprint on Page
43

Total

$658

10.4.3 Pilot Collaboration

We are looking for Pilot to sponsor the printing of the top 3 designs
designed by our target publics. We aim to have Pilot produce a predetermined number of limited edition environmentally friendly pens
with the winning designs. This not only increase the awareness level
for Earth day and the environment, but can be a form of publicity and
CSR for Pilot.
10.4.4 Uniqlo Collaboration

Fashion Exhibition Venue

$1300

Sky Terrace @ SCAPE (1

$1100 + $200 = $130036

night)
Dry Materials

Total

$1300

We are aiming for Uniqlo to sponsor the competitions dry materials

such as the equipment needed to complete a tee-shirt design. For our
competition, we will have target publics that will design accordingly to
what Earth means to them using the materials provided by Uniqlo so it
will be a fair competition. This way, Uniqlo will receive publicity as well
as complete their CSR.

10.4.5 Green Label Collaboration

Vouchers

$100

Printing (500)

$0.20 x 500 = $100

Total

$100

36 Refer to Bibliography for SCAPE on Page

44

10.4.6 WWF Music Hour

Venue

$3000

The Meadow @ Gardens by

$300037

The Bay
Miscellaneous

$945

Red Bull

$0

Flea Market tenant (sell stall

$50 x 10 stalls = $500

space)
Face paint (10kg)

$24.50 x 10 = $24538

Glow sticks (12,000 sticks)

$0.07 x 10,000
= $700
(Wholesale &
Bulk Glow
Sticks)

Photobooth (3hrs)

$350
("PhotoBoothDJs.com.")

Musical Acts

$3000

The Sam Willows

$2500

Radio Heatwave (Hosts)

$500

Stage Set Up

$4000

37 Refer to Bibliography for Meadow on Page

38 Refer to Bibliography for Alibaba on Page
45

Stage Sound (Lights,

$2300 + $1,200 = $350039

Sounds, Decoration)
Crew

$500

Total

$10,445

Xerox Sponsorship
It will be preferable to have Xerox to sponsor our printing. It will not
only increase the awareness of this printing company, it increases the
awareness of being known as a environmentally friendly company.
Xerox reduces carbon emissions by cutting energy use in Xerox
facilities and provide energy-efficient products and solutions to our
customers. Besides that, Xerox works with partners to advance a
sustainable paper cycle through environmentally sound paper
offerings, advances in forest management standards, and products
and services that reduce offices dependency on paper.
Red Bull Sponsorship
Red bull is one of the popular drinks to boost the energy for our target
publics while they are enjoying the music festival. As Red Bull is often
willing to sponsor events with their beverages, we are aiming to
secure them as sponsors of their drinks for our event. Red bull is
another company that does their part to be environmentally friendly.
Their cans are lightweights and 100% recyclable as well as they save
energy used to chill their drinks and production of their cans. With
them sponsoring us, we increase the number of people knowing the
drink and how they are environmentally friendly.
Other Musical Acts Take Two, Ciao Turtle, FADER, NRA
For these acts, this event will be a opportunity for them to increase
publicity for their group or band. This will be in favour to our target
publics as many of them are more appreciative towards local talent.
With the uprising trend of target publics being supportive of local

39 Refer to Bibliography for Stage Sound on Page

46

talent, we aim to secure their performances and at the same time

expose and increase awareness for more local talents for our target
publics.
10.4.7 WWFxUniqlo Run

Miscellaneous

$277

Glow in the Dark strips

$2.77 x 100 = $27740

(1km)

Total

10.5

$658

Visuals

10.5.1 Poster Design

40 Refer to Bibliography for Luminous Tape on Page

47

48

10.5.2 Mascot Designs and Explanation

49

Hedge the Hedge-Hog

Hedge the Hedge-Hog is a creature derived from the play on the name of the
Hedgehog species and is literally part hedge, part hedgehog. He will serve as the
lead mascot of our trio.
The reason why we chose a hedgehog is because they are currently an endangered
species. Surprisingly, hedgehogs have been declining in Britain as fast as tigers have
worldwide with researches saying it will go extinct in 15 years time.

50

Bark the Bear Tree

Bark is a part tree, part sun bear. Bark is our second mascot. Due to brown in colour
sun bear and tree barks, we decided to incorporate tree like elements to it to boost
its surrealism. We chose a sun bear because they are the second most endangered
bears around the world. As well as there are a lot of illegal loggers which is cutting
down trees and damaging the environment.

51

Don the Deerch

Don is part deer and part branch. Sticking to the surreal fantasy creature theme, we
created Don. We switched a deers antlers with branches. We chose a deer because
deers too, are endangered. Twenty-three subspecies of deer are listed as
endangered and are disappearing from the world.

10.5.3 Starbucks Designs

Design 1 for our sticker

52

Design 2 for our sticker

53

Design 3 for our sticker

54

Posters that will be placed around NUS campus

55

10.5.4 Pilot Posters

56

10.5.5 Green Label Vouchers

Front of the Voucher

Back of the Voucher

10.5.6 Post Event Mock-up

57

10.5.7 Media Influencers Mock-up

Tosh Rock

58

The Sam Willows

59

Gerald Koh

60

Christabel Chua

61

62