Pitch to Media Literacy Council

for
Safer Internet Day 2016
by Diploma in Mass Communication students
Republic Polytechnic

Media Literacy Council

Safer Internet Day

Feb 2016

Research
Based on a study by WeAreSocialSG, published 20 Jan 2015:
80% of the Singapore population (5.5 million) use the internet.
Singapore spends about 2.5 hours on social media on average every
day
(source: http://www.slideshare.net/wearesocialsg/digital-social-mobile-in-2015)

Most common uses of internet by youths are:

Social media platforms (Facebook, Instagram, Twitter, Snapchat, etc.)
Watching dramas/streaming videos
Online games

Common Issues for

Youths
1.
2.
3.
4.

Privacy
Cyber-bullying
Online predators / Scams
Addiction (internet & games)

Privacy
Youths are not careful when
sharing personal information
online.
Case study from a social experiment:
https://www.youtube.com/watch?
v=xpWQKPQYnxQ

Privacy
Youths are not careful when
sharing personal information
online.
Geotagging in photos can reveal
private info
http://www.digitaltrends.
com/photography/could-you-fall-victim-tocrime-simply-by-geotagging-location-infoto-your-photos/

Cyber-bullying
Cyber-bullying becoming a
widespread issue in Singapore
Survey conducted by Touch
CyberWellness showed that 1 in 3
students have been cyber-bullying
victims
https://sg.news.yahoo.com/1-3-studentssingapore-victims-070013753.html

Online Predators

More cases of youths being

targeted by online predators
Straits Times article in Apr 2015
highlighted 4 recent cases
http://www.straitstimes.
com/singapore/courts-crime/from-onlinefriend-to-child-sex-predator-four-recentcases-here

Online Predators

Social experiment shows how

susceptible youths are
The dangers of social media and the
internet
https://www.youtube.com/watch?
v=6jMhMVEjEQg

Internet Addiction
Internet addiction made worse by
proliferation of smartphones
Some 87% of Singapore's 5.4 million
population own smartphones -- as
Internet-capable phones with cameras
are popularly known.
https://sg.news.yahoo.com/singapore-grapplessmartphone-addiction-030637886.html

Internet Addiction

According to a survey by CNBC, Singaporeans are 2nd most

internet addicted people in the world
Over half of Singaporeans cannot last 12 hours without the internet
http://www.straitstimes.com/business/singaporeans-are-second-most-internetaddicted-people-in-the-world-survey

Our Proposal
Outreach Talks + Publicity & Awareness Campaign

Our Proposal
Outreach talks for secondary school students within Sembawang
GRC to increase awareness of the issues youths face online and
promote the media literacy core values

Outreach Talks
Propose for RPs Diploma in Mass Comm students
to conduct outreach talks at secondary schools
within Sembawang GRC
Doing our part for the community within Sembawang
GRC
To achieve 3 key objectives:
a.
b.
c.

To inform youths of the dangers they can encounter

online
To create awareness of the common issues faced by
youths in Singapore
To educate youths on how to ensure a safer online
experience for themselves

Outreach Talks

Mass Comm students will contact secondary

schools to propose the outreach talks
Work with schools to identify suitable students
to attend the outreach talks
Talks to be conducted in March 2016
Outreach talks can be a platform to:
a.
b.

Communicate MLCs theme/key messages for

Safer Internet Day
To give students useful tips on keeping
themselves safe on the internet

Outreach Talks
Details of Talks

To be conducted by Mass Comm students

during designated school assembly times
Proposed dates are between 7 - 24 Mar 2015
Possible schools

Canberra Sec Sch

Evergreen Sec Sch
Woodlands Ring Sec Sch
Woodgrove Sec Sch
Riverside Sec Sch
Christ Church Sec Sch
Admiralty Sec Sch
Sembawang Sec Sch

Our Proposal
Outreach Talks +
Publicity & Awareness Campaign

Publicity & Awareness

Campaign
Purpose of campaign
a. To create awareness of Safer Internet Day
b. To help Media Literacy Council communicate its
theme and key messages
c. To educate target audience on how to stay safe
on the internet

Safer Internet Day 2016

Theme: A #BetterInternetSG for Singapore

Advocate Media Literacy Councils core values of Responsibility,
Empathy, Integrity and Respect on the Internet.

Target Audience

TARGET AUDIENCE
Primary audience: Secondary school
students & Teachers, Parents
Secondary audience: Residents of
Sembawang GRC, MOE & RP stakeholders

Target Audience Analysis

(Primary Audience)

Target
audience

Secondary School
Students

Target
audience

Secondary School
Teachers & Parents

Demographics

Typically 13-17 y/o,

Single.

Demographics

24 to 65 y/o, Single or
Married.

Psychographics Internet user, Techsavvy

Psychographics Role model for

students, internet
users.

Usage

Exposure to New &

Traditional media

Usage pattern

Exposure to New &

Traditional media

Prior
knowledge

Word of mouth, Videos

Prior
knowledge

Word of mouth, Webportals, Videos

Publicity Campaign Materials

Overview: Publicity
Campaign Materials

E-Poster

Videos

Post-Talk Video

Materials for Publicity: EPosters

Target Audience
Primary: Secondary School Students
Secondary: Teachers & Parents
Concept of E-posters
Powerful text/quotes such as It will never end, help to put a stop
to this e.g. topic on Cyber Bullying
Picture that tells a story (Similar to examples in next slide)
1 Poster Per Topic

Mock-ups of e-posters

Materials for Publicity: Video

Target Audience

Primary: Secondary School Students

Secondary: Teachers & Parents

NOC -Are you an internet troll

Concept of Video

How-to/Tutorial: video where we share

tips on how to be safe on the Internet
Something similar to videos done by
WahBanana or Night Owl Cinematics
(NOC) [Collaboration with them will be
ideal as well]
2 Part Video - 1.5 min per Video

http://youtu.be/GOa7C_thjH0

Materials for Publicity: Video

Videos to be published on social

media platforms
Videos can also be used as a class
activity facilitated by sec sch
teachers
Classes to watch the video and
complete a short quiz (via Google
Docs)
Random winners who answer the
quiz correctly will stand a chance to
win attractive prizes*

Post-Publicity Materials

Wrap-Up Video of the

Outreach Talks @ Sec Schools
Montage of footage from
outreach talks
Soundbites from students on
what they have learnt and how
they feel about the talk (e.g. The
Yellow Ribbon Run 2015)
Soundbite from MLC
representative

Publicity & Awareness Campaign

Timeline

TIMELINE: PUBLICITY for

Safer Internet Day

Execution of Publicity
Campaign
Jan 9 - Feb 9

Post Pub

Feb 12

Outreach talks to Secondary School Students

E-posters to be published/shared on social

media platforms (1 poster released each week)

How-to/Tutorial video to be published/shared

on social media platforms (1 video released
every fortnight)

Wrap up video from Outreach Talk @ Sec

Schools
Video to be published on social media
platforms
Encourage schools to play during assembly

Outreach

Outreach: Working with

Partners

Sembawang Town Council (SBTC)

RP DMC already working with SBTC on projects
To leverage on their social platforms for more reach
Create awareness amongst parents to help them educate
their children

Ministry of Education
To get in touch with MOE Corp Comms to help publish and
share videos on their social platforms
Encourage teachers to show the posters and videos to their
students

Proposed Activity
for Social Media

Leveraging Multiple
Platforms & Channels

Twitter
Facebook

Facebook
Website
Instagram

Facebook
Twitter
Website

Facebook
Twitter
Instagram

Resources Required

Proposed Sponsors for

Prizes

8 x USS Tickets

8 x Giftcards

(2 tickets x 4 sec schs)

(2 giftcards x 4 sec schs)

Thank You
Q&A