THE AGENDA THE PAST Challenges faced from past campaigns THE - - PowerPoint PPT Presentation

THE AGENDA

THE PAST

• Challenges faced from past campaigns

THE IDEA

• Issue
• Insight
• Objectives

THE CAMPAIGN

• Key Message & Objectives
• Target Audience
• Moodboard
• Visuals
• Deliverables
• Timeline

Q&A

BLACK & WHITE (1989) UNHATE (2003)

Many of the past campaigns revolved around such as

RACIAL DISCRIMINATION & INTERNATIONAL POLITICS, ETC.

SOCIAL TOPICS

PAST CAMPAIGNS

BLACK & WHITE CAMPAIGN

Although the

breastfeeding poster

won awards in France (Cannes) and Italy, there was

criticism stating how the poster may renew history - systemic

abuse in America which slaves were required to breastfeed the children of white owners.

A SENSE OF COMMON HUMANITY AMONG RACES;

promote racial harmony

“Unity between the black and white”.

CAMPAIGN MESSAGE

BLACK & WHITE CAMPAIGN

Under the Singapore Code of Advertising Practice (3rd Edition):

• 2. Decency

2.1 Advertisements should not contain anything that is offensive to the standards of decency prevailing among those who are likely to be exposed to them.

• 5. Truthful presentation

5.1 (a) Misrepresent any matter likely to influence consumers’ attitude to any product, advertiser, or promoter;

V I O L AT I O N S

BLACK & WHITE CAMPAIGN

Under the Singapore Code of Advertising Practice (3rd Edition):

• 8. Children and Young People

8.2 Advertisements addressed to or likely to influence children or young people should not contain anything that might result in harming them mentally, morally or physically.

• 9. Social values

9.4 Advertisements should be handled sensitively to minimise misinterpretation of intentions on ethnic issues. Advertisements should not jeopardise inter- ethnic understanding or discriminate against any ethnic group or religion, or downplay the importance

• f mutual dependence amongst all groups.

V I O L AT I O N S

UNHATE CAMPAIGN

Just hours after being put up, UCB

withdrew the photograph featuring Pope Benedict XVI kissing

a senior Egyptian Imam on the lips after the Vatican

denounced it as an unacceptable act.

The campaign won the Cannes Ad Festival Award as it cuts through all cultures, nationalities, has both heart and gut impact and promotes a global debate.

Fostering

TOLERANCE

and ‘GLOBAL LOVE’.

CAMPAIGN MESSAGE

UNHATE CAMPAIGN

Under the Singapore Code of Advertising Practice (3rd Edition):

• 2. Decency

2.1 Advertisements should not contain anything that is offensive to the standards of decency prevailing among those who are likely to be exposed to them.

• 7. Portrayal of Persons

7.1 All persons should be portrayed in a manner respectful of their dignity. No person should be commoditised.

V I O L AT I O N S

UNHATE CAMPAIGN

Under the Singapore Code of Advertising Practice (3rd Edition):

• 8. Children and Young People

8.2 Advertisements addressed to or likely to influence children or young people should not contain anything that might result in harming them mentally, morally or physically.

• 9. Social values

9.4 Advertisements should be handled sensitively to minimise misinterpretation of intentions on ethnic issues. Advertisements should not jeopardise inter-ethnic understanding or discriminate against any ethnic group or religion, or downplay the importance

• f mutual dependence amongst all groups.

V I O L AT I O N S

SITUATION SINGAPORE

Social Media Usage in Singapore

MILLION ACTIVE

social media users

4.4

social media

PENETRATION

77%

AVERAGE DAILY USAGE

• f social media on any device.

2 HOURS 7 MINUTES

THE YOUTH

FEEL UPSET

when they do not receive many “likes” on social media.

45%

FEEL MORE ACCEPTED

• n social media than in person.

44%

wish to

RECEIVE MORE “LIKES”.

71%

WOULD GO TO GREAT LENGTHS

to get a “like” on social media

GENERATION[LIKE]

the youth of Singapore

EXAMPLE: #OOTD

Some Singaporean youth would go to certain places in singapore just for a good OOTD (outfit of the day) shot.

EXAMPLE: “ROOFTOPPERS”

“Rooftoppers” taking photos of themselves doing risky stunts on skyscrapers or high-rise buildings.

THE “LIKES” “LIKES”

WHY ARE

VALIDATION & ATTENTION

• nline.

The youth of Singapore use “likes” to

SOCIAL MEDIA IMPRESSIONS

becomes part of

THEIR IDENTITY.

Their

SELF WORTH

is measured and compared by the

NUMBER OF “LIKES”

a post online garners.

SO IMPORTANT?

THE ISSUES

THE NEED FOR INSTANT GRATIFICATION.

Breeds the culture of

PRESSURE

socially accepted online can

AFFECT THEIR SELF-ESTEEM, AND CREATE INSECURITIES. DISTORTED VIEWS OF SOCIAL EXPECTATIONS

for themselves.

LOSS OF IDENTITY

• utside of social media.

“LIKES”

IMPACTS OF

THE OBSESSION OVER

THE INSIGHT

BLUR THE BOUNDARY

ONLINE & OFFLINE IDENTITIES.

Having a can between

SOCIAL MEDIA PRESENCE

CAMPAIGN CONCEPT & KEY MESSAGE

Campaign Concept

BENEATH YOUR SOCIAL MEDIA MASK.

Key Message

DON’T LET SOCIAL MEDIA DEFINE YOU.

CAMPAIGN OBJECTIVE

To remind Singaporean youth

NOT TO LET THEIR ONLINE PERSONA

• n social media

TAKE CONTROL OF THEM.

TARGET AUDIENCE

[Demographics]

YEARS OLD

18-25

MALE FEMALE

&

[Psychographics]

CONSTANT NEED

for “likes” to

FEEL SECURE/ASSURED OF ONESELF .

OBSESSED

with social currency.

ADDICTED

to social media.

TECH-SAVVY

THE MOODBOARD

FEAR

is sprung out of the

INABILITY

to clearly identify and interpret something. When the mind perceives something as

UNKNOWN,

it is also perceived as

UNPREDICTABLE,

and it induces

UNEASINESS & DISCOMFORT.

MAIN VISUALS

THE MEDIA PLAN

[Outdoor Advertising]

BUS STOP ADS

Placed near ITEs, JCs, polytechnics, universities, and around town.

[Digital Media Advertising]

INSTAGRAM ADS

Singaporean youth are the largest group

• f users on Instagram.

FACEBOOK ADS

Singaporean youth are the second largest group of users on Facebook.

OUTDOOR ADVERTISEMENTS

DIGITAL MEDIA ADVERTISEMENTS

THE TIMELINE

QUESTION ANSWER

&

OUR REFERENCES

http://unhate.benetton.com/unhate-campaign-2011/ http://www.telegraph.co.uk/finance/newsbysector/retailandcon- sumer/11952130/Benetton-leaves-shock-tactics-behind-as-it-seeks-to-stay-in-fashion.html http://www.alistgator.com/top-ten-controversial-united-colors-of-benetton-ads/ https://innovativedesignhistory.wordpress.com/2014/04/08/the-united-colors-of-benetton-campaign-history/ http://www.dailymail.co.uk/news/article-2062423/Benetton-Un- hate-advert-Pope-kissing-imam-withdrawn-Vatican-calls-disrespectful.html http://www.huffingtonpost.com/2012/06/20/benetton-unhate-campaign-cannes-ad-festival-award_n_1613757.html http://theinspirationroom.com/daily/2006/united-colors-of-benetton-1989/ https://blackthen.com/black-wet-nurses-and-the-negative-connotations-that-surrounds-them/ http://www.aspirantsg.com/singapore-teens-top-social-media-platforms-besides-facebook/ http://www.thestar.com.my/news/regional/2016/04/10/rooftop- pers-get-a-rush-from-taking-photos-of-themselves-doing-risky-stunts-on-skyscrapers/ http://www.today.com/parents/selfie-syndrome-why-teens-use-social-media-validation-how-parents-8C11391281 https://turbofuture.com/internet/effects-of-social-media-on-our-youth

T H A N K Y O U

Brenda Loh How Mei Ru Lee Shu Yi, Sheralyn Lee Wee Hian, Shannon Liang Jie Yu, Peggy Ng Hong Siang Rachael Lim Xin Yi Soh Fang Yu, Charmaine 3591584 3591326 3591457 3591462 3532190 3591805 3591632 3591982