Published on March 7, 2014
CHILDREN OF THE INTERNET
THE INVASION OF INTERNET
SITUATION ANALYSIS Choosing laptops over outdoor activities Looking down instead of looking up Sacrificing communication for mere connection Trading experience for loneliness
WELCOME TO THE WORLD OF TOMORROW
OBJECTIVES Successful campaign Restrict the use of internet to an hour per day Cause a shift in attitude and behaviour Convince government body
SINGAPOREAN ‘MUM’ Working professional “Kiasu” Work everyday Best education for her children Career-minded Think they know what is best for their kids Limited family time Maid-dependent
POSITION STATEMENT TO: Mothers, whose kids are of the age 0 to 10 WITH: the want to raise well brought up kids, who do the ‘right’ things WE: Educate and inform the mothers about the illeffects of the overuse of Internet THAT PROVIDES: The platform to act on pressing issues Because: We enhance the quality of modern day family lives
MY BEST IS NOT ENOUGH
GUILTY IF THEY DO NOT RAISE THEIR KIDS WELL
LOSING THEIR INNOCENCE
GROWING UP TOO SOON
INTERNET MAKES KIDS SMARTER
MAID 2.0 HOUSEKEEPER + SECOND MOTHER
WE PUT DIFFERENT MEANING ONTO THE SAME ITEM Nice car! Awesome Time-travelling machine
WE LIKE DIFFERENT THINGS
CAMPAIGN “CHILDREN OF THE INTERNET”
MY IS IT TIME YET?
I HAD A LOT OF THINGS IN MY LIFE.
THE EARLIER YOU START THE BETTER FOR ME.
I NEED ‘ME’ TIME.
YOU CAN LEARN MANY THINGS.
I NEED MY BEAUTY SLEEP .
YOU ARE ENGAGED.
I HAVE TIME FOR MASSAGE.
THE HOUSE IS CLEANED.
I HAVE MORE TIME TO SHOP .
YOU HAVE PLACE TO VENT YOUR ANGER.
WHEN YOU ARE TIRED.
YOU ARE WELCOMED INTO MY ARM.
HOW MUCH CLOSER CAN WE BE?
PHASE 1 - ENGAGEMENT • OBJECTIVE : DRIVE PEOPLE TO SOCIAL MEDIA CHANNEL VIA ADS • STRATEGY : • Asked Community to Contribute • Build a conversation and engage new members • Purchase Facebook ad leading to campaign Facebook page • BRAND THE CAMPAIGN FOR SOCIAL MEDIA #DE
LISTEN Gather Feedback • Personal • Media • Social media Categorize feedback Respond If applicable React
CRITICS , CHAMPION & BRAND ADVOCATES Converting Critics into champions Create Brand Advocates • Learn • Educate • Participate ( talk about issues, share stories/lived experience, share knowledge)
PHASE 2 - ENGAGEMENT Objective – Engage community, educate & empower people to educate Create shareable content to increase virality of message
Leverage expertise and knowledge to educate target audience Create Awareness week ..................... Encourage and empower community to share stories.
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