WHY BE A DRUGGIE

WHEN YOU CAN DO

DOGGY

Hello!
WE ARE TEAM FAIRY.

1.
ROLES & RESPONSIBILITIES
We are who we are DOGGIES

ValErie Yan

Account Planner

FEBBY LEE

Production

CLAUDIA CHAU
Media buying

AKANSHA
Creative

PHINKEAW

Finance Accountant

Objectives
a. Evaluate on the effectiveness of the Anti-drug
Ribbon is, in terms of awareness and;
b. Whether people are aware of the message behind
the ribbon;
c. Rebrand and amplify the message behind the
ribbon to encourage the target audience to lead
a drug-free lifestyle

Corporate
objective

To raise awareness amongst at

least 10,000 youths in Singapore
about Anti-drug Ribbon,
encouraging them to understand
the positive aspects of not doing
drugs, guiding them to lead a
drug-free life.

Marketing
objective

To market CNB as a campaign that

resonates with at least 10,000 youths in
Singapore and persuade them to stay
away from drugs through IMC tools Advertising from September 2016 to
December 2016.

To communicate the positive

aspects of not doing drugs to at
least 10,000 Youths in Singapore
through
Advertising
from
September 2016 to December 2016.

Communication
objective

Advertising
objective

To reach out to at least 10,000

youths in Singapore about the
positive aspects of not doing
drugs on CNBs social media
platforms like YouTube, Facebook,
Instagram and Twitter and
traditional media platforms like
Television and out-of-home from
September 2016 to December
2016.

2.
RESEARCH
All dat data flying in now flap flap

TARGET
AUDIENCE

Usage Pattern

Behaviour

Digital Media (Toggle, Netflix)

Social Media (Facebook, Instagram, Twitter, YouTube)

Benefit of drugs: High sensation, Escape reality

Demographics

Psychographics

Age:
Primary Audience: 15-24 year old
Secondary Audience: 25-35 year old.
Gender: M/F

They lack affection and thus are turning to

something that can numb them from the
reality.

They are under influence of their fellow

friends to perform drugs.

They are having difficulties in life and do not

wish to face/overcome them. Thus, choosing
to escape through drug abusing.

Occupation: Students, Undergraduates and Young

working professionals.

CONSUMER
INSIGHTS

Drug abuser

What is life to you?

What makes you happy in life?
How long have you been doing drugs?
What kind of drugs do you use?
What triggered you to do drugs?
How has it changed your life?
Have you heard of anti-drug ribbon/ campaign?
How do you feel about it?

Ex-drug abuser

Joanne Teo, 19
1.
2.
3.
4.

5.
6.

Meeting my favorite celebrities and seeing them live, getting

good shopping deals and spending time with family and
friends. Travelling.
I did drugs for 1 year on and off
Ecstasy, LSD/ Acid/ Weed
I was depressed and I had friends who did, for experience.
They talked about how amazing it was and I felt left out. Tried
it once, tried it again. Luckily, my family knocked some sense
into me.
It made me feel a lot of things but didnt have a positive
outcome in the long-run
Yes, I have I think it is important for people to know about it.

EX-Drug abuser
Ben, 21
1.

2.
3.
4.
5.
6.
7.

Back then, life was meaningless. It was a distraction. Drugs numbed my pain and
temporarily took away my problems. I didnt have to think about anything and time passed
faster. Now, my life is full of motivation. I want to focus on being healthy and earning money. I
am motivated to stay clean & provide my partner a good life.
Seeing the people around me happy, makes me happy. I live for my loved ones.
For 3 years.
Ice, Weed, K2, Ecstasy, Heroin & LSD
I had too much free time & was getting into trouble outside, so I locked myself at home.
Slowly, I got depressed & started taking drugs.
It made me lose everything. I became hot-tempered, stopped trusting people, ruined family
ties & friendships. I lost weight, my social life and got even more depressed.
Yes, i feel it is useless. The campaign only serves as a reminder and a one time help. They
wont always be there to help us. They only lend a listening ear, like a counsellor.

Non-drug abuser

What is life to you?

What makes you happy in life?
What do you think about drug abusers.
Why do you think they resort to using drugs?
Do you know of anyone who abuses drug? How did you
help them?
Have you heard of anti-drug ribbon/ campaign? How do
you feel abouT IT?

Non drug abuser

Ginny Lim , 19, student, rp

1. Enjoying the time I have with people I treasure like my

parents and friends.
2. Doing things that I love doing like drawing, hanging out
with people and playing basketball.
3. There is more to drugs, they should find an alternative way.
Stress, curiosity and influenced by peers.
4. I knew one but I did not do anything because I thought
about the consequences if I were to tell her dad, and that
hed send her to rehab.
5. Yes, I feel like it can help educate people.

Non drug abuser

Jaiana, 19, student, rp

1. I believe that we should live our lives to the fullest and

make our loved ones happy because we only have one
life.
2. When I spend my time with my family and friends.
3. I think they must have some kind of problems going on.
4. Maybe they are trying to distract themselves from a
problem.
5. No.
6. Yes. I think it is a good campaign to try and raise
awareness about the drug abuse in SG.

Non abuser

Phinthong, 19, Student, NAFA

1.

2.

3.

I have been through many ups and downs in the 19 years I have been alive for. However, I
still have a lot more to experience, and I have many dreams and goals, so I will cherish
this life because there is so much for me to achieve and experience.
Having fun and enjoying the times with my friends and family. I am someone who is easily
be happy whether it was a smile from a stranger to the memories I have with my friends
and family. Even lame jokes can keep me up for the whole day.
If someone told me they abuse drugs, I dont judge them. I will try to know their reasons,
and why they chose this method. I will help them with what I can and have. I will definitely
advise them not to abuse drugs and introduce other methods to help them with their
problems. I will not force them but will give them a choice.

4. So I can only think that they abuse drugs either because of peer pressure, stress or
curiosity. I do know that there may be deeper reasons for that but unfortunately this is only
few reasons I think that they abuse drugs.
5. My classmate who wanted to abuse drugs but decided not to as she was thinking about
her family would be hurt if she abuses drugs. If I know someone who abuses drugs, I would help
them by being their comfort pillow. I want to listen to their pains or feelings instead of going
straight to a rehab center or whatsoever. It is important to have someone who is willing to be
your listening ears. Only after listening and helping each other mentally, then will I encourage
and help them to the rehab center.
6. Yes, i have heard of anti-drug campaigns, I believe that it helps people especially drug
abusers to understand the consequences and also how to get help with the helplines or social
organizations. Also, I feel that the campaigns also can educate the younger generations about
drugs and that it is not good to abuse drugs as it can affect everybody mentally and physically.

HAVE YOU SEEN THIS

RIBBON BEFORE?
YES (87.1%)
NO (12.9%)

Have you ever taken part in an

anti-drug campaign?
YES (22.6%)
NO (77.4%)

Have you ever come into conta

ct
with illegal drugs?
YES (6.5%)
NO (93.5%)

WHY HAVE YOU NOT TAKEN PART

IN AN
ANTI-DRUG CAMPAIGN?
No time

Never got the chance to

Wasnt introduced to
any in particular i guess
Wasnt exposed to anti drug
campaign. just received phone
wipes only

* for respondent

s who answered

Never heard from the public or

school about it before

Never got the motivation to join one nor was I

really exposed to anti-drug campaign so much
that I had a chance to do something about it.

Never been asked to take part

in one

no.

WHAT ARE SOME OF THE CAMPA

IGNS
YOU HAVE SEEN OR TAKEN PART
IN?

* for respondent

s who answered

Writing Competition with

drugs theme

The anti drug ambassador booklet they often give

out in primary school. I also entered in a anti drug
story writing competition.

School campaign
Anti-drug quiz and competitions in primary and secondary
school

yes.

DEMOGRAPHICS
17 to 24 years old
25.8%
71%
3.2%

Big

The big idea

There are things that can make you
happier without drugs.

Concept
Cater to our target audience, who enjoys fun, cheeky
and playful advertisements.
Change the perception of CNB from serious and
boring to fun and cool.

Tone of voice
Positive, persuasive and contain the youths lingo.
Having a positive tone helps create a better impression which will
in turn help to persuade the youths to consider quitting drugs.
Having a youth lingo element helps them to better relate to our
advertisement. Overall, it helps support a cultural shift where
drugs will not be perceived as cool or must-have.

SCHOOLS

CLUBS/BARS

MOOD BOARD

Message strategy

COMPARATIVE.
We are comparing the happiness level of people when it
comes to drug usage.
Trying to convince people that even when they do not use
drugs, they can be as cool.

Message appeal

Message appeal

Emotional
- COOL,FUNNY.

Execution technique

Execution technique

IMAGERY!

 Guerilla Marketing
Graffiti around haji lane
Collab with MOE (schools)
Collab with nightclubs and thai disco (zouk, f-club, V6)
Collab with night bars

Media PLATFORMs + VEHICLEs

Digital
Facebook
Instagram
YouTube
Traditional
987FM

Night Club
Zouk
F-Club
Altitude
Bang Bang
Baliza
V6, V5 (etc)
Sonar
Queen

Bars
Chupitos
Highlander
Harrys
5Tapas
Bar on 5

Schools
Secondary
Polytechnic
Junior College
Universities

Media buying
Media
Platforms

Media
Vehicles

Estimated
Cost

Estimated
Reach

Cost

Digital

Facebook

$0.24/ click

20 000

$4,800

Instagram

$4.17 per 10k

views

30 000

$12.51

YouTube

$0.20/view

50 000

$10,ooo

987FM

$0.65/30
secs

20 000

$13,000

Traditional

$27,812.51

Media plans ($50k)

Money

Allocation

$1000

Posters Printing (500 A3 Posters)

$10 000

Wrist Bands ($0.10/ piece)

Pitch for sponsor

Pizza Hut discount 20%

$27 812

Local Media/Digital media adverts

$ 10 000

Influencer video against drugs

$1188

Contingency plans

$49,812

THANKS!

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