1. Ramadan Youth Challenge 1431H/2010M By: Mohammad Fairuz Shah RYC Chairman 2010 A Proposal Submitted for Youth Health Promotion Grant Health Promotion Board 16 June 2010

2. INTRODUCTION 1. Ramadan Youth Challenge is a campaign to create awareness amongst the hearts of young Muslim youths in Singapore, about the significance of Ramadan in the lives of Muslims around the world. This outreach campaign was initiated by YGSU (MUIS) and fellow YDOs in 2004 with the aim to uplift both spiritual and moral developments for Muslims youth in general. 2. Ramadan is supposed to be a transformational period for Muslims to elevate piety and increase spiritual contents. However, Muslims in general and especially the youths are often distracted and strayed by the ‘activeness’ of entertainments and celebrations in welcoming Hari Raya and other strong pull factors of unhealthy influences from becoming a good practicing young Muslims. 3. Thus, Ramadan Youth Challenge is an essential platform and is regarded to be an effective avenue to facilitate and transform the youth community towards a Muslim youth of excellence as they are an asset and the future leaders. THEME 4. The theme for Ramadan Youth Challenge this year is “ Celebrate The Beauty of Ramadan” THE MESSAGE 5. Youths in general are still lacking in understanding Islam and internalizing Islam as their religion. Therefore Ramadan Youth Challenge 2010 is about the importance of the youth to know their purpose in life as a young Muslim, to internalize the month of Ramadan as month of joy, and understand the significance beyond rituals. To compliment this effort, the (RiCAP) attributes will be embedded to equip these leaders so to be a resilient youth in facing challenges in the near future.

3. OBJECTIVES 6. The objectives of Ramadan Youth Challenge 2010 are as follows: 6.1 To enliven the Month of Ramadan with joy as true Muslims; 6.2 To instill (RiCAP) attributes to guide the youths towards being a resilient youth community of excellence. CHALLENGES 7 . The challenges were identified as follows: 7.1 To get as many out-of-mosque youths to participate in this campaign and programs. 7.2 To inspire and touch as many hearts of Young Muslims. 7.4 To get as many grants and sponsorships from non-Muslim organizations as possible. TARGET GROUP 8. Youths aged 13-22 years old 8.1 Mosque Youths 8.2 Out-of-mosque Youths 8.3 General Public

5. STRATEGY PLAN 9. To achieve an impactful result for this year’s Ramadan Youth Challenge Campaign, the following outlines will be adopted: 9.1 Hype Ramadan : To elevate Hype Ramadan to National level. 9.2 Youth In Action: It is recommended for each cluster to collaborate with any agencies/non-Muslim agencies or engage schools to create a mass community project as part of the effort in developing a contributive youths towards community in general in the period of Ramadan (optional) 9.3 Ramadan Youth Camp & NOP : To have a single coherent message and profound content at cluster level so as to forge common goal with the hope to inspire and transform the participants. 9.4 Liqa’ ‘Eidul Fitri : To accentuate the journey of a true life experience has just begun and YDO/Youth Coordinators are advised to continue connect and engage with the participants at mosque level at a later stage. 9.6 Ramadan Publicity and Marketing : This will be centrally coordinated to ensure a strong and common messaging. Apart from street banners and BH publications, the Team certainly will leverage on media platform such as facebook and youtube to stretch out the campaign to the non-Mosque youths.

6. KEY PROGRAMMES 10. There are 3 key programmes as follows: 10.1 Hype Ramadan cum RYC Launch on 14 August 10.2 Ramadan Youth Camp on 3 to 5 September 10.3 Liqa’ Eidul Fitri 18 September Publicity Starts 12 July Ramadan Camp cum NOP 3-5 Sept Hype Ramadan cum launch 14 Aug Liqa’ Eid 18 Sept Pre Ramadan 1 st week of Ramadan 3 rd week of Ramadan Post Ramadan Youth In Action 21 August 2 nd week of Ramadan

7. HPB INVOLVEMENTS IN RYC PROGRAMMES 11. HPB involvements and supports will cover through the mediums as per listed below which starts as early August till 18 of September : 11.1 Publicity Campaign: HPB’s logo or Breathe.sg will be included and imprinted in all publicity materials such as : - Banner - Poster - T-Shirt - Customized Collaterals - BH Write-Up - BH Advert - Flyers & Pamphlets - Booths Estimated to touch the hearts of more than 20,000 youths via various platforms such as imprinted media, online, schools, posters, banners and many other various means. 11.2 Hype Ramadan cum RYC launch: Programme highlights will be the distributions of Ramadan Kit to general public especially youths and a pre- distribution youth workshop which both will carry key messages from HPB. Distributions will be done on 14 August at designated hot-spot s such at Tampines, Bedok , Geylang, Yishun, Woodlands and last but not least, Jurong. Targeting to recruit 300 youths as ambassadors and to distribute 5000 Ramadan Kit to general public on that day. 11.3 RYCamp: Programme will run on the 3 rd to 5 th of September at all cluster levels. Camp opens to the first 350 participants to register. HPB key messages will be part of this year’s RYC aLIVE workshop during the 3 days camp.

8. 11.4 Liqa’ Eidul Fitri (Hari Raya Gathering): Event will run on the 18th September from 10am to 1pm at SIH. The four hours event is a post RYC gathering for participants . It is designed as a recognition day to all participants. Expecting to accommodate 200 to 250 participants. HPB booth will be set up and health tips will be shared by the master of ceremony during the event. 11.5 Ramadan Info SMS: This service will be activated during the official launch of Sentuhan Ramadan and will be deactivated at the end of Ramadan. Targeting to broadcast 30 messages (1 per day) of which comprises 15 health messages and 15 RYC messages to 1000 mobile receivers (youths) through-out the whole holy month. 11.6 Ramadan Reel: To incorporate HPB key messages in the RYC official short video clip.

9. KEY PERFORMANCE INDICATORS 12. To measure effectiveness of the overall campaign, these tools will be implemented via centralize evaluation model : 12.1 Marketing Campaign : To get connected with 20,000 youths as described above via various platforms 12.2 Programmes and Content : To gain 70% satisfaction feedbacks via evaluation at each key programmes. 12.3 New Recruitment: To gain 20% new youth members at cluster level. EXECUTIVE COMMITTEE 13. There are a total of 15 officers comprises of MROs and YDOs from the 5 different clusters. They are: Position Name Designation Responsibility Chairman Mohammad Fairuz Shah YDO Providing directions and ensuring plans are met. Secretary/ Admin Sofyan Yadi (Sec) Selamat (Adm 1) Lukman (Adm 2) MRO MRO YDO To manage administration and providing assistance to executive committee. Treasurer Mukhtar YDO Monitoring budget, sponsorships, grants and documenting financial transactions. Logistic Ridzwan Zaki Mahmod YDO YDO Providing necessary items/equipments required for program . Publicity MKS Youth Al-Taqua Youths Fauzy VYL VYL YDO To market RYC Campaign to SG Youths via various channels and platforms. Content Jalaludeen Shawafi Osman MRO YDO To develop overall content to cater the needs of the youths

11. Publicity & Collaterals s/n Item (s) Function Unit P.Amt 1 RYC Design To design publicity collaterals 2 x $300 $600 2 Ramadan Reel To direct and produce clip 1 x $300 $300 3 Ramadan T-Shirt For participants usage 400 x $9 $3600 4 Banners & Posters To be put up at mosques 14 x $140 $1960 5 I3 Gen-G Imprinted media 1 x $1800 $1800 6 Ramadan Kit Comprise of HPB and RYC info 5000 x $1.5 $7500 7 Ramadan Info sms Daily tips on health and RYC 1000 x 0.6 $1600 8 Ramadan Badges For Hype Ramadan Usage 400 x $1.50 $600 9 Misc Volunteers, postage $200 $200 Income : TBC Expenditure : $18,160 Hype Ramadan s/n Item (s) Function Unit P.Amt 1 Admin Forms, papers, printings etc $100 2 Logistic Lanyard, Transports, etc $1800 4 Misc Reserved for urgent usage $100 Income : TBC Expenditure : $2000.00

12. Ramadan Youth Camp cum NOP s/n Item (s) Function Unit P.Amt 1 Admin Token, administrative etc $1100 2 Logistic Transport, space rental, deco etc $1400 3 Refreshment Break fast, supper & sahur 350 x $10 $3500 4 Misc Reserved for urgent usage $100 5 Grant To each cluster 5 x $500 $2500 Income : TBC Expenditure : $8600 Liqa’ Eidul Fitri s/n Item (s) Function Unit P.Amt 1 Admin Token, certs, plague etc $1015 2 Logistic Deco, shawl etc $400 3 Light Refreshment Packed food & serve 250 x $5 $1250 4 Misc Reserved for urgent usage $100 Income : TBC Expenses : $2765.00

13. Total Expenses & Income s/n Item Expenses Income Remarks 1 Marketing & Logistic 18,160 3 Hype Ramadan $2000 4 Ramadan Youth Camp & NOP $8600 5 Liqa’ Eidul Fitri $2765 6 Token of appreciation to committee $1000 Total Expenses $32,525 income

14. PROGRAMME IMPLEMENTATION 17. Please refer to attachments CONCLUSION 19. The success of this year’s Ramadan Youth Challenge does not lie on individual’s efforts or agenda, but it requires a strong teamwork, commitment and sense of ownership to the campaign as a whole. May this year’s Ramadan Youth Challenge benefits the youth community in particular and become a transform factor towards positive individuals and may Allah swt reward our dakwah efforts, amin. Thank You INCOME & GRANTS 16. Potential investors are namely aLIVE.sg, HPB and MCYS. The Finance Team will look into the possibility of obtaining these sponsorships. MARKETING STRATEGY 18. Please refer to attachments