OVERVIEW

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As part of the Inter-Polytechnic Competition 2018 organized by Singapore Cancer Society, the team proposed a campaign strategy to destigmatize the negative perceptions of cancer in Singapore. The team competed against various teams from local polytechnics like Ngee Ann Polytechnic, Singapore Polytechnic and Temasek Polytechnic.

 

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PRIOR RESEARCH

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Common Misperceptions of Cancer

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The team conducted a focus group interview with 5 students aged between 18 to 25 years old for their insights. When asked “What comes to your mind when you hear the word Cancer”, responses received are as follows:

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1. Cancer treatments are expensive

2. Cancer symptoms may not be visually or physically observed

3. Cancer patients are a burden to their family

4. Chance of surviving Cancer is low

5. It’s the end for anyone with Cancer

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Singapore’s Leading Cause of Death

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As obtained from the Ministry of Health’s website, it was identified that Cancer is Singapore’s leading cause of death causing a percentage of 29.6% out of the entire Singapore population. https://www.moh.gov.sg/content/moh_web/home/statistics/Health_Facts_Singapore/Principal_Causes_of_Death.html

 

1. Cancer

2. Pneumonia

3. Ischaemic heart diseases

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ABOUT #CTRLCANCER

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#CTRLCancer comes about from the thought a gaming remote control – when a person plays a game, he/she has full possession and control over the game controls. Thus, the team thought of the campaign strategy of #CTRLCancer together with its slogan of Take Control, Fight Cancer.

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KEY OBJECTIVES

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#CTRLCancer aims to increase the number of persons going for cancer screening to 100,000 in 2018 by raising awareness on available services and options for cancer patients using an integrated marketing campaign.

 

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TARGET AUDIENCE

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Audience Classification

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• Millennials

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Audience Demographics

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• Both Genders

• 20 to 35 years old

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Audience Psychographics

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• Income of average $1,800 an above, per month

• Social Media Savvy

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Target Audience Profile

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• John Tan

• Occupation: Retail Associate

• Income: $2,000 per month

• Expenditure: $500 monthly on gaming services

• Lifestyle: Active Gamer (Spends 4 – 5 hours gaming daily)

• Lifestyle: Loves to watch YouTube Gaming videos

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PUBLICITY STRATEGY

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Social Media

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The team proposed to tap on Social Media Advertising on Singapore Cancer Society’s social media platforms. The selected media vehicles are Facebook, Instagram and YouTube. Content like Posters and Videos will be published as both organic and promoted content on the various media vehicles.

 

Singapore Cancer Society’s Website

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The team pitched to use Singapore Cancer Society’s website to publicize the campaign through creating a section under its Navigation Bar, specially for the campaign. The purpose of this would be for audiences to be re-directed from QR Codes on the printed brochure distributed in local clinics and hospitals.

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#CTRLCANCER LifeLine Brochures

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Campaign brochures will be printed in double-sided in A5 size and distributed across local hospitals and clinics. Screening information and eligibility can be found on the brochure together with the important contacts of Singapore Cancer Society.

 

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CREATIVE STRATEGY

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Campaign Posters

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Poster Credits: Lisa Ng (Left), Mira Purnamasari (Right)

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Campaign Lifeline Brochures

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Campaign Video

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Video Credits: Clarabelle Tan

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TIMELINE

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Campaign Duration

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The entire campaign period will be over a course of 4 months – including post campaign evaluation.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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EVALUATION

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At the end of the campaign, an evaluation will be done on the campaign to analyse its success based on three criteria.

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Social Media Analytics​

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To measure the engagement rates and reach generated from the digital collaterals on the various social media platforms.

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Physical Number of Handouts

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To measure on the Audience Reach as well as the Circulation of the handouts.

 

Screening Sign Ups

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To calculate the number of persons screened

 

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BUDGET

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Total campaign budget adds up to a total of $29,400 which includes all media and production budget.

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OTHERS

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Credits: Isaac Thiang (Left), Leong Wei Ting (Right)

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Special Thanks:

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Miss Fiona Siew (RP Lecturer)

Mr Firdaus Ghani (RP Lecturer)

Lisa Ng (Poster Design)

Mira Purnamasari (Poster Design)

Clarabelle Tan (Video)

Isaac Thiang (Video)

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