Team #NOTDOPE

Christine, Maya, Isaac, Farah

Past Campaigns:

School-based (students aged 7 - 17)

- Assembly talks

- School exhibitions

- Sharing sessions with students

- Talks for parents

- Joint collaboration efforts

Community-based (adults, families)

- Work-place talks

- Anti-drug exhibitions, e.g. CSSP events

- Interest based activities e.g. video competitions, art competitions

➔ Emotional rather than rationale

➔ Not too serious (resonate with our target audience)

REBRAND

Strengths Weaknesses

Carries a positive meaning hence will be more accepted by the general public

No memorable past campaignsNo top of mind recall

Opportunities Threats

Singaporeans have been exposed to the ribbon in school since a young age compared to other campaigns

May be overlooked because of the popularity of other similar campaigns, other campaigns are more widely supported

Competitor Analysis -Yellow Ribbon ProjectThe Yellow Ribbon Project, is a community initiative organised by the Community Action for Rehabilitation of Ex-offenders (CARE) Network in Singapore. Aimed at reintegrating ex-prisoners into society, the Yellow Ribbon Project advocates a second chance for ex-offenders and their families through concerted efforts.

Yellow Ribbon, just like the anti-drug campaign, is promoting a good cause that hopes to help the well-being of those who strayed along the wrong path.

Yellow Ribbon Project Past Campaigns

Yellow Ribbon Fund, Charity Gala - raised over $1,000,000 used to support future programmes to benefit the families of the incarcerated

Yellow Ribbon Prison Run - Over 3000 participants ran in 2015

Has over 100 interactions on Facebook compared to lifedoesnotrewind Facebook page

OBJECTIVE:

Increase BRAND AWARENESS of the anti-drug ribbon amongst youths(13-29)by 15% after 3 months from the start of

the campaign.

TARGET AUDIENCE:

Youths aged 13-29

WHY?

Almost 70% of new drug users are under the age of 30

SECONDARYPRIMARY

Be aware of the Anti-Drug

ribbon and ;

To identify and understand

the consequences of drug

abuse in Singapore in terms

of law and health

Recognise the branding

efforts and

Be loyal by supporting the

effort : “stay away from

drugs”, “say NO to drugs”

SECONDARYPRIMARY

Demographics

Low to medium $pending power

Dependent on parentsMonitored relatively closely by parents

Psychographics

Easily influenced

Peer pressure

Very impressionable“Protected” by juvenile law

Demographics

Medium to high $pending power

Earns his/her own income and/or

dependent on parentsLess monitored

Psychographics

Has prior knowledge of drugsExposed to “party” culture

Based on a survey conducted (total of 93 respondents) , 97% of the youths aged 13-29 are aware of the consequences of abusing

drugs in Singapore.

60% of them recall the green and white ribbon but do not remember what it represents.

90% of the respondents are regularly active on Instagram

79% on YouTube

89% of the respondents find humorous ads the most appealing

25% have been curious about experiencing drugs

30% have been exposed to drugs

61% of the respondents don’t know know where to get help for drug abuses

KEY INSIGHTS

➔ Our youths think that people take drugs because it is

perceived and portrayed as cool by the media.

➔ No intention of taking drugs as they are aware of the harmful effects of drugs, having received information about such drugs.

➔ More common reasons: out of curiosity, to have fun, to relieve stress.

Proposition:

Drugs are not cool

Tone of Voice

Humourous

Light-hearted

Substantial

Show our youth that drugs are not cool and they do not want to be associated with it.

BIGIDEA

#NOTDOPE##NOTDOPE#

Dope: a drug taken illegally for recreational purposes, especially cannabis or (US) heroin.

AND

Dope: Cool or Awesome (internet slangs)

IDEA#NOTDOPE is a play on the word “dope” to express the key message that

drugs also known as dopes are not cool (dope)

MESSAGE

APPEALSMESSAGE

APPEALS

Posters, Flyers, Banners → HumourVideo → Humour, Fear

MESSAGESTRATEGIES

MESSAGESTRATEGIES

Inherent Drama Capture attention using fear and the climax

of the story will contain humour

ComparativeShows the difference between a user and a

non-user

RIBBON

POSTER 1

POSTER 2

GUERILLA MARKETING

Druggies Unite!

VIDEO 1:DRUGS vs NO DRUGS

VIDEO 2:NO DRUGS NO FEAR

3 hours earlier...

ADVERTISING

Social Media: Facebook, Instagram, Youtube

Budget: 10,000 ($0.10 - $0.30 PPC)Duration: 3 MonthsScheduling Type: ContinuousCPM: $100 - 300

Traditional Media: Physical banners (Train)Budget: ($30,000)

>($4,000 - 4,900 / week (In Train Panels) x) = $16,000 -- $19,200 (Train Panels)Duration: 4 WeeksTargeting: North-South and North-East Line (Orchard, Dhoby Ghaut, Clarke Quay)Scheduling Type: Pulsing

Traditional Media: BUS INTERCHANGE BANNERSBudget: ($30,000)

>$400-500/poster, 4 WEEKS ad: $1,600-2000 / interchange /4 weeks

Target Woodlands, Tampines, Jurong East, Ang Mo Kio and Harbourfront: 1,600-2,000 x 5 = 8000-10,000

Option I: Ambient Advertising Option II: Guerrilla Marketing

Cost: Est 5,000 Cost: Est 2,000

Mechanics: Place dressed-up mannequins in different places around town to show how stupid people on drugs can get, as an exhibit.

Mechanics: A flashmob will act as if under influence of drugs to show how stupid drugs are. More share-able.

Duration: 3 Months Duration: 3 Days

TOTAL

$45,000

conclusionconclusion