The context

In a bid to change Singapore from a cleaned city to a truly clean city, NEA challenged us to tackle the problem of trash at mass events through a hypothetical 3-month integrated marketing campaign.

 

Targeting youths between 17-25 years old, they want (1) them to be better educated on responsible trash disposal habits, (2) the issue of littering to be more personal, and (3) for them to be advocates of keeping public spaces clean through the key message "Clean up – if not me, then who?". 

 

The solution 

To amplify the impact of littering on a personal, social, and environmental scale because research concludes that Singaporean youths are indifferent to littering. Also, rather than blatantly telling our audience what to do, which proved counterproductive in the past, we chose to foster a sense of personal responsibility and control by empowering them to make sensible decisions and create change. 

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My role

I demonstrated leadership skills by guiding my team and contributing actively throughout the research, ideation, design, production, and presentation process. 

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I was also invited to represent my team to speak to NEA's youth partners as part of their Food Waste Reduction Knowledge and Communication Module, sharing about marketing perspectives on environmental advocacy.