This was for the module "PR Campaign Planning" which I took during my Public Relations semester. We were required to plan a campaign to raise awareness of water pollution in Singapore, on how we can take simple actions to alleviate the problem. In our campaign, we had to highlight the fact that pollution is borderless and that the actions taken by Singaporeans can have a global impact. The client was looking for a campaign that could offer a fresh perspective on this issue to be executed in a humourous manner; and the collaterals being in an online format.

My role in this campaign: Account Director, which I compiled and put together all the work (creatives and research) into a Public Relations proposal which was then pitched to the agency executives of The Hoffman Agency and Lien AID.

To achieve our goal and objectives, we had several tactics which led up to World Water Day. This campaign is to be executionable for 6 weeks. It is more of a digital campaign as we had to prepare an educational toolkit which could be downloaded from the Lien AID Singapore website to educate the millennials.

Small Actions, Big Impact

Poll-U-Tion Starts With You

Target Audience: Millenials (18 - 25 years old)

Problem Statement: "People are aware of water pollution; concerned and worried by it; know what to do to stop or prevent it but are not taking action."

SMART Goal Statement: Educate and influence 500 individuals to take simple actions by April 2015 and to encourage them to make minor lifestyle changes to alleviate the issue of water pollution.

Key Message: Emphasise how your actions can have a positive or negative impact on water pollution.