Client: Singapore Cancer Society

This campaign proposal was done and pitched to Singapore Cancer Society (SCS) as part of the SCS Inter-Polytechnic Competition 2018. It made it to the finals.

#CTRLCANCER

By Brendon Lim (Team Lead), Nur Syarafina, Amelia Nor & Nursyahindah

Rebrand: Indulge

OVERVIEW

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.

PRIOR RESEARCH

Common Misperceptions of Cancer

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:

Cancer treatments are expensive
Cancer symptoms may not be visually or physically observed
Cancer patients are a burden to their family
Chance of surviving Cancer is low
It’s the end for anyone with Cancer

Singapore’s Leading Cause of Death

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

Cancer
Pneumonia
Ischaemic heart diseases

ABOUT #CTRLCANCER

#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.

KEY OBJECTIVES

#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.

TARGET AUDIENCE

Audience Classification

Millennials

Audience Demographics

Both Genders
20 to 35 years old

Audience Psychographics

Income of average $1,800 an above, per month
Social Media Savvy

Target Audience Profile

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

PUBLICITY STRATEGY

Social Media

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

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.

#CTRLCANCER LifeLine Brochures

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.

CREATIVE STRATEGY

Campaign Posters