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Colours - like no others

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wee michelle

on 22 January 2014

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Transcript of Colours - like no others

Campaign period of 12 months from 1st March 2014 to 28th February 2015

To increase 15% of the awareness on the existence of poverty issues in the second and third world countries

To increase 15% of the acceptance and positive attitudes that helps to establish and portray a positive image for Colours

To achieve an increase of 20% on the number of participants among our targeted publics attending Colours's initiatives and events.
Colours - like no others
Who -
Colours like no others

Founded by Miss Lisa Gaff in 2011

Established as a child welfare NGO to aid overseas orphanages in the 2nd and 3rd world countries

Problems identified

Low public awareness of Colours
Gaining credibility
Low awareness of poverty in Singapore
Situation Analysis

Lack of education on poverty in Singapore

Singapore government ensures that all children are taken care of and not at zero through education, healthcare and public housing


3 years into the industry; newbie

Transparency is the main key of trust
Primary Target Publics
Working adults aged between 25 to 35
Secondary Target Publics

To establish a society that understands and have the knowledge of the issue of poverty in the 2nd and 3rd world countries through Colours's vision and education.
Strategy Statement
Channels and Tactics
Costs of services Estimated Cost

Website maintenance $1,200.00*

Postcards $2,000.00*

Photographer for $800.00*
campaign photos

Booth (if budget permits) $5000.00 - $8000.00

Total Cost $4,000.00*

*Most of the expenses are sponsored through the relationship
Colours has with its stakeholders
Timeline -
1st March 2014 - 28th February 2015
Quarterly educational talks in primary school

Table Top

What makes Colours stand out from others?

Serving small orphanage in 2nd and 3rd world countries

Minimum two tweets per day

Live Tweet an event
: Instant updates on the campaign

Share thoughts to connect to audience

Update audiences with news and announcement on
developments within organization
Minimum one update per day

1. Publish relevant links
To add links to the posts, status updates, tweets and other
content. Cross-link to the tweets from your blog and vice

2. Ask questions
To engage the contacts, attract fresh links and learn new
things. For example, what do you think of the poverty
issues in Yangon?

3. Update audiences with news and announcement to
developments within organization
Twice a month

Appreciation video
Sharing appreciation videos from the beneficiaries

Videos of trips made
Showing the real contacts built with the beneficiaries

Update on on going events
Positioning Lisa

as a Wanderlust

Extending her philanthropic activities through visiting orphanages
Positioning Lisa as strong, independent woman which lead to establishment of Colours that prompted her to help orphanages from 2nd and 3rd world countries.
escape! Magazine
Women’s Weekly
Parenting magazine like Young Parents
Quarterly Tea Party
Personal touch and face to face meeting
Enhance the bond between Colours and its stakeholders
Media Relations
attend radio talk shows on the Singapore’s english news and talk station, 938Live on their programme, Talkback.

Situation Analysis
Lack of recognition of Colours

Difficulty in establishing the credibility of Colours

Low public awareness of poverty issues in 2nd and 3rd world countries
Key Messages
Colours is committed to educate the target publics on the presence of poverty in the 2nd and the 3rd world countries.

Colours strongly believes and encourages the target publics to make a difference in the live of the orphans by extending a helping hand.

Colours strive to form a community whom shares the same values of improving the orphans live by getting involved in Colours’s initiatives.

30 November 2013
Addressing the issue of poverty faced by the 2nd and 3rd world countries and enhancing awareness for Colours through initiatives implemented for its targeted public within the 12-month campaign.
At the 2012 World Economic Forum in Davos , Singapore Prime Minister Lee Hsien Loong said that although it was ''no fun'' being poor in Singapore, people were still ''less badly off'' than the poor in other countries, including the US. (source: bbc.co.uk, 2012)
Opinion Leaders
Situation Analysis
To build up and establish a society that understands the severity on the issue of poverty faced in the second and the third world countries through continual educating and aligning with Colours’s vision of reducing poverty.
Children (7-12) years old
Change in target publics behavior and attitudes

Focus group interview (Qualiatitive)

Surveys (Quantitative)
- measure the nubmers of people who
express their interest on lending their
Message exposure (Quantitative)

Measurement of media coverage

Numbers of views and repost of message on Soicial Media and Digital Platform

Target publics awarness on the campaign

Surveys (Quantitative)

Focus group interview (Qualiatitive)
Full transcript