ISSUES & CRISIS MANAGEMENT

Chan Wei Qin Darren S10170658C

Cherisa Ng S10172971G
Phoon Yong Ying S10170913C
Siti Nur’Lijah S10172308C

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 Content Page

Introduction

Definition of Problem 3-4

Goal Statement and Objectives 5

Target Publics 6

Body

Strategies (Message, Media and Action) 7 - 13

Action Plan 14 - 18

Evaluation

Implementation Plan 19 - 21

Budget Details 22 - 23

Crisis Points 24

Evaluation 25 - 26

Works Cited 27

Collaterals 28 - 33

Appendix 34 - 37

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Definition of Problem

For our project, we were tasked by the Singapore Cancer Society (SCS) to discover a stigma
surrounding cancer and then proceed to destigmatize the stigma through a planned Public
Relations (PR) campaign.

To begin, we did some research online to source for inspiration. Firstly, we came across an
article on Singapore’s citizen journalism webpage, STOMP (STOMP, 2017) ​(fig 1)​. The article
revolves around cancer survivor, Ezzy Wong. In it, Ezzy describes in detail how detrimental it
truly is for him to live with the stigma of having cancer. He even personally describes the
severity of the stigma as it being worse than actually having cancer. We also chanced upon an
excerpt from SCS’ Relay for Life webpage (Singapore Cancer Society, n.d) ​(fig 2). ​It is a
personal anecdote of a French woman named Deborah Roques who is a cancer survivor. Here,
she proves yet again that more often than not, cancer defines those who are diagnosed with it.
Unfortunately, not everyone may be as strong as Deborah. As shown in the excerpt, she now
believes that cancer does not define her. Unlike her, some may still need emotional and
communal support from others.

These two secondary research articles highlights the severity of the stigma of having cancer in
Singapore. They show that more often than not, the illness takes over the person’s
achievements and it ultimately becomes the only long lasting impression people have of the
patient.

To further prove our case, we carried out a quantitative research to gather people’s opinions
and attitudes towards cancer on a large scale as well. In total, we had 50 respondents and all of
whom were within the target public of 20 to 30 year olds as per the given SCS brief. We then
collated and sieved out the most important insights collected from our survey below ​(fig 3, fig 4
and fig 5).

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 Question Answer

“Do you agree with this statement: “Once you 64% of respondents agreed with the given
have cancer, you are defined by it.” statement.

“Do you find yourself pitying cancer patients?” 92% admitted that they find themselves
pitying cancer patients

“If you have ever witnessed discriminatory The most common experiences cited were
acts against cancer patients, describe what others gossiping about and staring at cancer
they are.” patients in public.

As seen in the analysis above, it is clear that the stigma of cancer patients in Singapore being
only defined and seen for their illness is a real issue. Currently, people have the perception that
cancer is a looming shadow over its victims’ lives, following them through every phase of their
lives. Hence, others can only see patients for their diagnosis. However, this is not the case at
all. Patients should not be seen just for their diagnosis as their lives do not just revolve around
cancer. A diagnosis should not rob you of your identity. Cancer patients and survivors have
interests, hobbies and achievements - just like all of us.

Thus, the following proposal will outline the steps and strategies taken as we aim to remove the
stigma of cancer patients and survivors being only defined by their diagnosis.

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Goal Statement

To remove the stigma of cancer patients being defined only by their illness.

Specific Objectives

- To increase social media engagement across all social media platforms

- To increase followers and engagement rate on Facebook, Instagram by 20%
- To increase the number of subscribers, likes and views on YouTube by 150%
- To increase SCS’s brand website viewership by 10%
- To increase media coverage
- To achieve 5000 pledges on campaign website
- To increase the number of attendees at SCS events

Communication Objectives

Awareness​: To raise awareness about the stigma that cancer patients and survivors are only
defined by their diagnosis.

Attitudinal​: To reverse negative judgements towards cancer patients and survivors based on
their diagnosis.

Behavioural​: To be more accepting and supportive towards cancer patients and survivors.

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Target Publics

As mentioned in the brief, our primary target publics for this campaign are 20 to 30 year old
millennials. They are young adults who could be students or who are in the early stages of their
careers. They most likely have had a personal experience with cancer, either with their loved
ones or their acquaintances. One very important aspect of our target public is that they are avid
users of social media and are extremely tech-savvy. From our primary research ​(fig 6)​, we
found that our target audience are very proud of their achievements and would like to be defined
by it.

Demographics

Age 20 to 30 year olds

Income range $1,500 - $4,500

Occupation Students or Early entrants into the workforce

Marital status Single, Married

Location Singapore

Psychographics

Values Open-minded, caring, empathetic

Attitudes Collectively responsible, go-getters

Beliefs They believe in equality and want to be

recognised for their efforts and merit.

Behaviour They respond well to emotional content and

content they can relate to.

Lifestyle Digital natives, avid social media users,

packed schedules.

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The Strategy

Message Strategy

Overall Message Cancer patients and cancer survivors are so much more than their
diagnosis and should not be defined only by their cancer.

Key Messages Cancer becomes the Cancer patients and Like everyone else,
only long lasting cancer survivors cancer patients and
impression people have to battle not cancer survivors want
have of those only against cancer, to be defined by their
diagnosed with but also against the achievements and
cancer. stigma of having not by their illness.
cancer.

Proof Points According to the Cancer survivor, Cancer survivor,

survey we conducted, Ezzy Wong, Deborah Roques,
64% of respondents personally describes believes that cancer
agree that once you that the severity of does not define her
have cancer, you are having cancer being and that she was a
defined by it ​(fig 3)​. worse than actually runner before she
having cancer ​(fig 1)​. was diagnosed with
Also, 92% of cancer and she is still
respondents admitted a runner now ​(fig 2).​
that they find
themselves pitying Also, according to the
cancer patients survey we conducted,
(fig 4)​. 72% of respondents
define themselves by
their achievements
(fig 6)​.

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Media Strategy

For our media strategy, we have selected a number of media outlets and to their relevance to
SCS as well as reach and readership. In addition, we will be leveraging on social media
influencers as well. To pitch story angles and propose to the social media influencers, we would
be producing media drops. Media drop: It will be a black box printed with lavender LED lights.
Each contains a limited edition light up lavender ribbon keychain and a collection of cancer
survivor stories. Kits will be sent to our key traditional media outlets and Social Media
influencers to publicise our campaign. ​Please refer to collaterals for mock-ups.

The 3 social media influencers that we will be engaging are The Sam Willows, Georgina Poh
and Saffron Sharpe. We chose these 3 influencers based on their reach, relevance and their
charitable efforts. The Sam Willows sang at the 2014 President’s Star Charity which raised a
total of $6.3 million for charitable organisations. Also, Benjamin Kheng from Sam Willows has
been an active celebrity that represents Cancer Society. He performed at SCS 50th Anniversary
celebrations - Hope 50. Georgina Poh and Saffron Sharpe are active sports enthusiasts on
Instagram.

These influencers will be engaged to promote SCS’s events - Race Against Cancer & Relay for
life. The Sam Willows will be performing at Race Against Cancer as well as Relay for life.
Georgina Poh and Saffron Sharpe will be attendees for both events as well. All social media
influencers will also post content on their respective instagram pages in order to raise
awareness among the target publics.

Outlet Rationalisation Beat Name Email

The Straits The Straits Times is Human Rahimah rahimahr@sph.com.sg

Times Singapore’s most Interest Rashith
established and most
widely read newspaper.
It is also the English
national flagship
newspaper in Singapore.

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 It is the highest
circulated newspaper-
with a daily print
readership of 968,000.

The New The organisation Editor Eugene eugenew@sph.com.sg

Paper describes its paper as Wee
‘Singapore’s newest
factsheet’. Majority of its
readers are young
Professionals,
Managers, Executives
and Businessmen
(PMEB) which are a
large majority of our
target audience. It has a
total readership of
271,000.

Lianhe Lianhe Zaobao is the Editor Wong weikong@sph.com.sg

Zaobao flagship Chinese daily in Wei
Singapore which has Kong
been around since 1983.
As of August 2016, the
paper had a total
circulation of 188,6000.

Shin Min Shin Min is described as Editor Tan tanchn@sph.com.sg

Daily News a “light-hearted evening Chui
newspaper which Hoon
provides the latest on a
wide range of local and
international topics”.

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 As of August 2016, it had
a total circulation of
100,300.

Channel Majority of Editor Jaime jaimeho@mediacorp.com.sg

News Asia ChannelNewsAsia’s Ho
readers are within our
target publics. 53% of
readers are aged
between 25 to 44 years
old and the average
monthly household
income is $10,723.

Berita Harian Berita Harian was Editor Rosebi rosebi@sph.com.sg

established in 1957 for Mohd
the local Malay Sah
community. As of August
2015, the paper had a
total circulation of
39,300.

Tamil Tamil Murasu is Editor V.Palani vpalani@sph.com.sg

Murasu Singapore’s only samy
Tamil-speaking
newspaper. As of August
2016, the paper had a
total circulation of
11,300.

Men’s Health Men's Health Singapore Editor Raymon raygoh@sph.com.sg

is the most read Men's d Goh
magazine, with a
readership of 62,000

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 (2015) and is the
magazine of choice for
today's active,
sophisticated, financially
secure man.

Women’s The Singapore Women’s Editor Babara babarakoh@sph.com.sg

Weekly Weekly is Singapore’s Koh
fastest growing women’s
magazine that entertains
and informs about the
best of everything. In
2015, it has a print
readership 65,00 print
and 25,000 digital
readers.

Shape Shape magazine is Editor Zarelda zareldamarie@sph.com.sg

Singapore’s only fitness Marie
magazine. It has 10 Goh
issues every year and
reach a readership of
15,000 (2015)

Influencers

Name Media Followers Handle E-mail

The Sam Willows Offline and 56.6K @thesamwillows contact@thesamwillows.

Instagram com

Georgina Poh Offline and 133K @sugarrandspice www.georginapoh.com

Instagram

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 Saffron Sharpe Offline and 122K @saffronsharpe hello@saffronsharpe.co
Instagram

Story Angles:

Please refer to collaterals for mock-ups

1. Neon lights exhibition at LASALLE by Singapore Cancer Society (SCS) to address

stigmas surrounding cancer patients (Press Release - includes quote from SCS
spokesperson)

2. Light up lavender neon lights trail for Race Against Cancer (Press Release - includes
quote from SCS spokesperson)

3. Run for a good cause: Flip The Switch (Magazines)

4. Relay for Life run lit up the entire Singapore Indoor Stadium in lavender neon lights
(Press release)

5. Time to Flip the Switch: a de-stigmatisation campaign by Singapore Cancer Society

(SCS) (Exclusives to media outlets - under lifestyle section)

Action Strategy
Our strategy aims to remove the stigma of cancer patients being defined only by their diagnosis
by raising awareness about the struggles they face. This will be achieved through a series of
interactive activities and engagement with the target audience by encouraging consumer
generated content.

Campaign Idea: Flip The Switch

Our big idea that will translate across the whole campaign is called Flip The Switch. The switch
is a metaphorical way to address the perception that people have of cancer patients. We aim to

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flip people’s perception of cancer patients and show that cancer patients are more than their
diagnosis. When our target audience “Flip The Switch”, they will be turning off all negative
perceptions and stigma of cancer patients that they currently have. We want to show them that
cancer patients want to be known for their own achievements and not just their diagnosis. As
mentioned in the target publics analysis, our target audience are known to be very proud of their
achievements and would like to be defined by it. Therefore, they will be able to relate to this
campaign that highlights the stigma of how cancer patients are defined by their cancer
diagnosis but would like to be defined by their own achievements.

The mood and tone of the campaign will be hopeful, eye-opening and inspiring, in contrast to
the usual and consistent use of fear-mongering and guilt-tripping tactics in other cancer
de-stigmatisation campaigns.

Neon signs will be used throughout the campaign as a theme to symbolise the flipping of a
switch. Neon signs are currently in trend and popular among our target audience as seen in the
recent Flashbang event organised by INVADE ​(fig 7)​.

Also, the colour lavender will be used in our creative executions throughout the length of the
campaign to represent the fight against all the different cancer (Choose Hope, n.d).

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The Action Plan
Please refer to collaterals for all the mock-ups.

Awareness - Flip the switch art exhibition (Guerrilla Marketing)

What It will be a collaboration with Lasalle as well as Confetti Dreams. Lasalle is a

private arts institution in Singapore and Confetti Dreams is local online neon
boutique shop. The exhibition will showcase a wide variety of cancer survivor
stories. Also, 5 cancer patients will be present at the exhibition. There will be neon
sign boards with the word "Cancer" over the patients along with switches next to it.
When flipped by visitors, the sign boards would reveal a significant aspect of the
patient’s life that they feel best defines them, eg: doctor/ athlete.
A highlights video will be shot and uploaded onto SCS’ owned social media
platforms. To end off, visitors will be given a sticker with the phrase "I flipped the
switch".

Who it Young students and professionals at LASALLE as well as the publics

targets?

When A month long live exhibition from during February to March

Where LASALLE’s Address: 1 Mcnally Street

Why With neon lights, the exhibition is interactive and engaging that will entice our
young target publics.

How will Through this, it can garner attention and change attitudes as participants can
it work? engage with the cancer patients to better understand them.

Awareness - Buying of social media ads

What A social media post will be created just for this campaign. On it would write “Flip
the Switch on Cancer” with the word “Cancer” being flickered and in lavender. This
post will be on Instagram and Facebook as advertisements.

Who it Online community

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 targets?

When It will happen in the months of February, March and June as these are the prime
busy months of our campaign

Where Instagram and Facebook

Why Buying social media advertisements will help to raise awareness of SCS as well
as our message better.

How will It will reach our target audience easier as Facebook and Instagram are key social
it work? media platforms for our target audience. In addition, our advertisement is
interaction as well - with the word “cancer” being flickered on and off. Hence, it will
definitely catch the attention of those scrolling through their news feed.

Engagement​- Mini docu-series

What It will be a collaboration with Millennials of Singapore. Millennials of Singapore is

an online editorial and video platform that aims to be the voice of millennials in
Singapore. They often feature millennials, their stories and their perspectives on
various topics. The aim main of Millennials of Singapore is to empower the youth
in Singapore. Hence, we hope to have weekly 3 minute long feature of cancer
patients talking about their struggles, the stigmas they face and what they wish
people would do instead.

Who it Millennials who are tech-savvy and spend long periods of time online.
targets?

When Between the months of June and July

Where Online - Millennials of Singapore Facebook page and webpage

Why We did think of self-producing the mini docu-series and placing it on SCS’ owned
social media platforms. However, SCS has a problem with the lack of engagement
with their YouTube videos. Millennials of Singapore has 52,665 likes on their
Facebook page and their content reaches our target audience. Hence, a

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 collaboration with Millennials of Singapore will be apt as it not only allows the
produced videos to be viewed by a larger audience but it will also help to
strengthen the brand image of SCS as well.

How will This docu-series will be effective as it is an authentic and no-frills approach to our
it work? campaign. Viewers can easily understand the hardships cancer patients have to
go through. Moreover, those hardships are no just limited to their recovery journey
as it includes them being stereotyped as well. Thus, a docu-series would help to
enlighten viewers. Furthermore, as the bulk of Millennials of Singapore’s core
demographic fit into our target audience, a collaboration with such a popular
channel will help to better reach out to them.

Engagement​- LED ribbon downloadable filter

What A light up ribbon filter will be made available on the campaign webpage.

Who it Online community

targets?

When Throughout the whole campaign period

Where SCS main website

Why It encourages user-generated content and allowing the online community to show
their support for Cancer patients and survivors

How will Users to post their photos on Instagram and Facebook with the hashtags -
it work? #FlipTheSwitch and #SCS will help to generate user-generated content. This is
important as it helps to raise brand awareness and familiarity among our target
demographic. Furthermore, this will increase user engagement as well.

Engagement​- Campaign website activation

What SCS’ webpage will undergo a major revamp. On the main page, the header will
read, “How would you like cancer to be the only light in your life? FLIP THE

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 SWITCH.” Next to the phrase, there will be an interactive sliding switch. When
users visit SCS’ and switch the slider, the whole webpage will go into ‘night’ mode
and all the words will be lavender in colour. In addition, there will be a pledge
made available on SCS’ website as well. Visitors can then take charge and pledge
as a form of a promise that they will be accepting and supportive of both cancer
patients and survivors.

Who it Online community

targets?

When The website activation will happen from February to July

Where SCS’ website

Why Firstly, a website revamp may garner more foot traffic to SCS’ webpage. In
addition, we want to get our message out there as much as possible. Hence,
having such an impactful phrase on the website will definitely make a difference.
Moreover, there is an element of fun interaction in this activity. Visitors can slide
the switch bar and see the website change. Furthermore, they can pledge and
promise to make a difference.

How will This activity is impactful and engaging. It states our campaign slogan once visitors
it work? enter SCS’ website, really driving our message home for them. Furthermore, the
pledge feature is an effective way for us to track the success of the campaign.

Conversion​- Race Against Cancer

What Race Against Cancer, SCS’ biggest event with Singtel, a lavender ribbon neon
lights trail will be set up. Furthermore, we would invite influencers to come down to
the event to join the walk. We also want to engage local artists such as The Sam
Willows to perform for the event. As well as the 2 influencers - Georgina Poh and
Saffron Sharpe to attend the event.

Who it Race Against Cancer participants

targets?

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 When July

Where (Venue to be confirmed by SCS)

Why It is an add on for the event to attract more participants to head down. Also, by
running on a lavender neon lights trail, it makes it more meaningful for participants
to take part.

How will By inviting influencers, it can drive traffic and attract more people to head down to
it work? the event. Also, with the ribbon light trail, it can promote the campaign and allow
participants to show communal support at the event.

Conversion​- Relay for Life

What A lavender LED ribbon distribution will take place at SCS’ annual Relay for Life
event. We also want to engage local artists such as The Sam Willows to perform
for the event. As well as the 2 influencers - Georgina Poh and Saffron Sharpe to
attend the event.

Who it Relay for Life participants

targets?

When March

Where Relay for Life hosted at Singapore Indoor Stadium

Why To promote our Flip The Switch campaign as well as allow participants to show
communal support at SCS’ event. Instead of using regular ribbons, it will be a LED
light up ribbon that participants can wear on so it will glow in the dark

How will It will be given out to Relay for Life participants before the run and they can switch
it work? it on at night for the ribbons to glow in the dark and look prominent. Also, by
inviting influencers, it can drive traffic and attract more people to head down to the
event

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The Implementation Plan

Below is a full overview of all the activities in the proposed time span of 6 months (February to
July) followed by a monthly breakdown of events.

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Budget Details
Here is an overview of our complete budget breakdown of the given $50K budget along with a
full breakdown of the necessary components. It is important to note that the given amounts are
only raw costs as we hope to seek as much volunteerism and sponsorship as possible.

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23
Possible crisis points

We have identified two(2) possible crises that our campaign may encounter:

1. The general public might feel like we are trivialising other illness while we highlight the
stigma against cancer patients. This is in reference to a case study whereby a pancreatic
cancer awareness ad was criticised for saying pancreatic cancer is worse than other
cancer or illnesses ​(fig 8)​. To overcome this, we will ensure to be clear in our messaging
when communicating our messaging across to our target audience. We will also ensure
to be sensitive towards others and to not compare cancer patients to patients of other
illnesses.

2. Our target audience and the general public may associate the phrase “Flip The Switch”
with more environmental causes such as Earth Hour. What we can do to overcome this
is to ensure we are straightforward and direct in our messaging. We will also be sure to
encourage our participants to hashtag #SCS on their social media platforms when they
participate in user-generated content for #FlipTheSwitch. This will ensure that the public
is aware that the #FlipTheSwitch campaign is for the Singapore Cancer Society.

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Evaluation Methods
To show that campaign is successful, we have stated some key performance indicators that will
demonstrate the success of our campaign.
To show that the campaign was successful in achieving our campaign objectives, we will be
using this metric:
Number Action:
Outputs
1 Media Exposure
2 Events
Evaluation Metrics: Measure of Success:
Having a positive story angle To have only a
and tone of article. positive or neutral
toned story when
SCS is featured in
the media.
How large is the degree of Traditional
exposure on news outlets. Total of at least 5
(Whether it is just a mention or articles/coverage in
full fledged multi​-company traditional media.
industry piece.)
Have at least 3
standalone
articles/coverage of
SCS’ events or
services by the end
of the campaign.
At least 2 mentions
about SCS.
Online
At least 5 online
articles/coverage by
our media list.
Pledges on website To achieve at least
5000 pledges on
campaign website
As well as 10%
increase in website
viewership
Attendees for Lasalle x SCS art To achieve at least
exhibition 4000 attendees
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3 Social Media Monitoring Social media page followings Have Facebook page
likes increase by
20%.

Have YouTube
channel subscribers
increase by 150%

Social media engagement level Have Facebook posts

likes, shares and
reactions increase by
20%

Have Instagram
consistent
engagement on
Instagram to retain
followers. 50 - 100
likes on Instagram for
each post.

Have YouTube
videos views, likes
and comments
increase by 15%

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 Work Cited

Stomp. (2017, February 4). ​My Fight With Cancer: Stigma of losing a leg was worse than
cancer​. Retrieved December 20, 2017, from Stomp:
http://stomp.straitstimes.com/singapore-seen/singapore/my-fight-with-cancer-insp
iring-stomps-world-cancer-day-campaign-cancer

Singapore Cancer Society. (n.d.). ​Fear Not An Obstacle​. Retrieved December 20, 2017,
from Singapore Cancer Society :
https://www.singaporecancersociety.org.sg/stories/106-fear-not-an-obstacle.html

Goody Feed. (2017, December 18). ​Everything you need to know about Flashbang
S’pore, the hippest free event in Dec. ​Retrieved January 31, 2018, from Goody
Feed:
http://goodyfeed.com/everything-need-know-flashbang-spore-hippest-free-event-
dec

Choose Hope. (n.d.). ​All Cancers - Lavender​. Retrieved January 31, 2018, from Choose
Hope: https://www.choosehope.com/category/all-cancers-lavender

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Collaterals

Media Kit

Story Angles

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Awareness - Guerrilla Marketing Campaign Mockups

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30
Awareness - Buying of social media ads

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Engagement - Mini Docu-Series Mockup

Engagement - LED Downloadable Filter

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Engagement - Campaign website activation Conversion - Relay For Life

Conversion - Race Against Cancer

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Appendices

Fig 1

Fig 2

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Fig 3

Fig 4

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Fig 5

Fig 6

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Fig 7

Fig 8

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