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

PAST CAMPAIGNS BLACK & WHITE (1989) Many of the past campaigns revolved around SOCIAL TOPICS such as RACIAL DISCRIMINATION & INTERNATIONAL UNHATE POLITICS, (2003) ETC.

BLACK & WHITE CAMPAIGN CAMPAIGN MESSAGE A SENSE OF COMMON HUMANITY AMONG RACES; promote racial harmony “Unity between the black and white”. 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.

BLACK & WHITE CAMPAIGN V I O L AT I O N S 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;

BLACK & WHITE CAMPAIGN V I O L AT I O N S 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 of mutual dependence amongst all groups.

UNHATE CAMPAIGN CAMPAIGN MESSAGE Fostering TOLERANCE and ‘GLOBAL LOVE’ . 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.

UNHATE CAMPAIGN V I O L AT I O N S 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.

UNHATE CAMPAIGN V I O L AT I O N S 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 of mutual dependence amongst all groups.

SITUATION SINGAPORE Social Media Usage in Singapore 4.4 MILLION ACTIVE social media users 77% social media PENETRATION 2 HOURS 7 MINUTES AVERAGE DAILY USAGE of social media on any device.

THE YOUTH GENERATION [LIKE] the youth of Singapore WOULD GO TO GREAT LENGTHS to get a “like” on social media 44% FEEL MORE ACCEPTED 71% wish to on social media than in person. RECEIVE MORE 45% “LIKES”. FEEL UPSET when they do not receive many “likes” on social media.

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” WHY ARE “LIKES” SO IMPORTANT? The youth of Singapore use “likes” to VALIDATION & ATTENTION online. Their SOCIAL MEDIA IMPRESSIONS becomes part of THEIR IDENTITY. SELF WORTH is measured and compared by the NUMBER OF “LIKES” a post online garners.

THE ISSUES IMPACTS OF “LIKES” THE OBSESSION OVER Breeds the culture of THE NEED FOR INSTANT GRATIFICATION. PRESSURE socially accepted online can AFFECT THEIR SELF-ESTEEM, AND CREATE INSECURITIES. DISTORTED VIEWS OF SOCIAL EXPECTATIONS for themselves. LOSS OF IDENTITY outside of social media.

THE INSIGHT Having a SOCIAL MEDIA PRESENCE can BLUR THE BOUNDARY between ONLINE & OFFLINE IDENTITIES.

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 on social media TAKE CONTROL OF THEM.

TARGET AUDIENCE [Demographics] 18-25 MALE & YEARS OLD FEMALE [Psychographics] TECH-SAVVY OBSESSED ADDICTED with social currency. to social media. CONSTANT NEED for “likes” to FEEL SECURE/ASSURED OF ONESELF .

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