6. Recap: Org. Objectives Objective To provide assistance in relief operations in times of disasterand in auxiliary health and welfare servicesto the sick, the handicapped, the aged and the poor without any distinction on grounds of race, nationality, religion or political opinions
7. Recap: PR Goals To increase the recognition of Singapore Red Cross as a provider of auxiliary health & welfare services To increase communication about Singapore Red Cross's community efforts in Singapore
11. Core Message Singapore Red Cross can provide welfare services to the under-privileged in Singapore
12. PR Plan Project Home Youth volunteer movement to paint & clean homes of under-privileged households in Singapore In conjunction with a donation drive
13. PR Plan (Aims) Cultivate a caring society that gives with compassion to the under-privileged community Demonstrate how SRC can engage multiple media platforms to actively reach out to all Singaporeans
15. PR Plan Phase 1 Announcing the movement Commencing the donation drive Coincides with World Red Cross Red Crescent Day (8 May)
16. PR Plan Phase 1 (cont.) Ample opportunities for corporate partnership Donation Drive Cash Donations Material donations: Basic necessities Paint/Clean-Up Volunteer Movement Corporate sponsorship for materials
17. PR Plan Phase 2 Launch of the event Beneficiary households distributed across Singapore Convenient location relative to the logistics Mainstream local media
20. PR Plan Phase 2 (cont.) Chairman speech Mr. Tua Tee Ba Guest of Honour Minister (MCYS) Vivian Balakrishnan
21. PR Plan Phase 2 (cont.) Brand Ambassador Edmund Chen Participate alongside volunteers
22. PR Plan Phase 2 (cont.) Social Media Reflections Youth volunteers to engage in social media platforms to capture their experience as they clean up/paint the households Different kind of exposure
23. PR Plan Phase 3 Appreciation Express gratitude Round-up of the donation drive Tallying & Announcement of donations collected
24. Measurements Tier 1 Media Reports Online tracking Social networking elements incorporated into campaign Online Opinion Polls Yahoo, XinMSN, STOMP Youth volunteers who committed as SRC volunteers
26. Summary We are confident of building up a favourable impression of Singapore Red Cross amongst Singaporeans This will lead to better recognition of the organisation as a provider of welfare services rather than just disaster relief Strive towards becoming a leading & distinctive humanitarian organisation
The campaign aims to cultivate a caring society that gives with compassion to the under-privileged community. By leading a social movement rooted in Singapore, this will increase the recognition of Singapore Red Cross as a provider of auxiliary health & welfare services.The campaign also demonstrates how SRC can engage multiple media platforms to actively reach out to all Singaporeans. This will, hence, increase communication about SRC community efforts in Singapore.
Media Impressions: Achieve 95% positive mainstream media impressions of Project HomeOnline Traffic: Accumulate 300000 views for the social media reflections by end of Project HomeDonations: Increase donations by 10% following initial announcement (Phase 1) Raised $500000SGD by end of Project HomeEvent Survey Results: Achieve 80% positive responses from participants/volunteersOnline Opinion Polls: Achieve 75% positive responses from Singaporeans Volunteers: Increase volunteer pool of SRC by 10% at the conclusion of Project Home
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