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