Ad.vo.ca.se campaign

Abstract

This paper represents the ad.vo.ca.se campaign, the first youth-targeted communication campaign in Singapore to raise awareness on social enterprises (SEs) organised by four final year students from the Wee Kim Wee School of Communication and Information.

Targeted at youths aged 18-25 years old, this campaign aims to educate youths on social enterprises and challenge their existing misconceptions about the industry. Through the trendy and modern collaterals, along with story-telling mechanisms, the campaign seeks to “rebrand” the image of social enterprises. Our campaign strategy mainly revolved around creating memorable interactions and conversations with our target audience.

Through highlighting inspiring stories through our website, an interactive exhibition as well as an intensive 12-hour social enterprise challenge, our campaign strived to enhance the profile and credibility of social enterprises and in the process, spur youths to rethink their notions of “social enterprises”. This report condenses the key primary and secondary research that helped form the basis and direction of our campaign messages and objectives.It also outlines the campaign’s timeline, from its initial creative conceptualization to the actual execution. ad.vo.ca.se’s overall effectiveness is also evaluated through a range of

measures, including pre- and post-campaign surveys, web metrics and an analysis of all media coverage. Lastly, the paper also explains how our campaign will continue to be sustainable in the future, beyond a final year project. An appendix of graphs, transcripts and collateral designs are accompanied for further reference.