Save Our Seas

SAVE OUR SEAS
SHARLY ANG, WALLACE TAI, TRICIA TEO, MATTHEW ZHANG

ORGANISATION’S
PROFILE
Well established
Has a large net worth/spending power
5 million supporters worldwide and present in
more than 100 countries to protect the environment
They have a Personal Data Protection Policy
They have featured partnerships with AVON, CARE-
WWF Alliance, Coca Cola, USAID and Domtar
Educate the public about water pollution in the sea

SWOT ANALYSIS
It is a recognizable organisation as it is one of the largest
environmental organizations in the world.
Has more than 5 million supporters and present in more than 100
countries to spread awareness about conservation of our natural
environment
Media presence
Consistent approach
Many events to continue to spread awareness such as going to
schools to give talks and exhibitions.
STRENGTHS

SWOT ANALYSIS
Some initiatives proposed by WWF are inconvenience to
humans.
Eg. WWF actively protects endangered species which would put
poachers out of work and into jail
WWF were involved in environmental efforts that were
ineffective and unethical
Eg. Operation Uhai resulted in deaths of hundreds of people
presumed as poachers. This mission was to protect the African
elephants and black rhinoceros, but it harmed many innocent
citizens.
WEAKNESSES

SWOT ANALYSIS
Growing use of Social Media, able to utilise Social Media
to reach out to a wide audience, young to old.
Company CSR, allows WWF to establish relations with
these companies in order to spread awareness and
encourage companies to support WWF’s movements.
The WWF supports other NGOs such as Greenpeace as
well. Other NGOs can provide a platform to spread
awareness as well.
OPPORTUNITIES

SWOT ANALYSIS
WWF has competitors such as Greenpeace and The Nature
Conservancy
Global warming and environmental issues are threats to
WWF efforts
Big businesses and MNCs abuse the environment for
profit. It is hard to control or advise these entities.
Poaching still poses a large threat to their animal
conservation activities
THREATS

Product:
The International Coral Reef Initiative (ICRI) is an
informal partnership between Nations and
organizations which strives to preserve coral reefs
and related ecosystems around the world.
Place:
Members of IYOR can be found all over the world, like
in Australia, France, Japan, Jamaica, the Philippines,
Sweden, the United Kingdom, and the United States
of America.
Promotion:
ICRI reaches out to their audience by using Twitter
and Facebook, they have approximately 200 followers
on Twitter and more than 400 likes on Facebook.

Product:
The Surfrider Foundation works on campaigns in
four core areas: beach access, clean water,
coastal preservation (coastal development) and
ocean protection.
Place:
Created by a group of surfers in Malibu,
California. Has centers and foundations around
the USA.
Promotion:
They have campaigns throughout continental US
and beyond, such as Canada and Hawaii. They
also have a Facebook page, with over 250000
likes.

Product:
Greenpeace acts more as an activist group instead
of just an awareness organisation. They largely
known to own different patrol ships and acts as an
active organisation that demands change.
Place:
Started out in the US by pacifists and ecologists.
Currently have 55 headquarters in all parts of the
world. Access to Europe, Southeast Asia, America,
Middle East.
Promotion:
Greenpeace has access to a variety of Media
coverage, such as the use of print ads and social
media to reach out to a huge audience. Uses Social
Media strategies and public talks to promote
awareness.

Product:
Mediterranean Association to Save Sea Turtles is an
international non profit organisation that is trying to
motivate the public to help conserve sea turtles and
the marine biodiversity in the Mediterranean
province.
Place:
MEDASSET was originated from Athens, Greece but
their activities spread across the Mediterranean sea
and beyond, even in the united kingdom, Middle
East, North africa and the European union.
Promotion:
MEDASSET has worked with students and educators
to raise awareness of their cause. MEDASSET also
helps coordinate the Healthy Seas activities in
Greece. They also established partnerships with
fishermen associations and fish farms for the
collection of waste nets.

PERCEPTUAL MAP
We aim to reposition WWF
as a more proactive and
action-taking organisation.

Youths who are not conscious of the
environmental impact in their day to
day life. Someone who believes in
doing what is right and is open to
new ideas, and willing to do something
with these ideas.
Youths who enjoy hanging out with
their friends and sharing their
different opinions and views about
their surroundings.
Our target audience are unmarried
youths from all races between the ages
of 18-25.
We are targeting those with tertiary
and university educations who
converse mostly in English
They would be singles who are
students or young working
professionals.
DEMOGRAPHICS
PSYCHOGRAPHICS

We hope to persuade youths to change their lifestyle
to protect the marine ecosystem, through relatable
and simplistic ads. In addition to that, we also aim to
encourage direct action in order for youths to take
initiative and protect the seas. Also, we want to show
that WWF is focused in protecting our seas.
ADVERTISING
OBJECTIVES

BIG IDEA
“You may not know it, but you're their protector.”

CAMPAIGN THEME
INSPIRING REALISTIC SERIOUS

CREATIVE
EXECUTION
Dramatisation - Our
Ads want to focus on
the problem the seas
is facing.
Slice Of Life - Our Ads
aim to be relatable for
audiences

CREATIVE EXECUTION
TELEVISION COMMERCIAL
RADIO COMMERCIAL
PRINT ADVERTISEMENT
INTERACTIVE WEB ADVERTISEMENT

TV ADVERTISEMENT
Broadcasting on station:
Channel 5
Title:
We don’t see what they see
Sponsor/Client:
WWF Save Our Seas
Duration:
30 Secs
Mood:
Serious, Thriller

Audio:
SFX: Sound of a Heartbeat.
MUSIC: Slow paced piano track
begins.
Video:
Wide Shot, camera acts as the
fish perspective and moves
around the sea floor, as if it
was swimming.
Duration:
3 Seconds

Audio:
SFX: Sound of a water splash.
Video:
Extreme Close Up, Camera
jerks, as if the fish was
startled by the bottle and
watches the plastic bottle
crashes into the water.
Duration:
3 Seconds

Audio:
SFX: Multiple Water Splashing
sound effects.
SFX: Heartbeat intensifies.
MUSIC: Piano track picks up.
Video:
Camera pans left and right to
see other forms of litter
falling around the fish.
Duration:
1 Second

Audio:
SFX: Sound of water gushing
past.
Video:
The camera zooms out and moves
away, as if it is trying to find a place
to hide away from the litter that was
crashing into the sea. Camera moves
towards pier docks.
Duration:
4 Seconds

Audio:
SFX: Sound of plastic bag
crinkling in the water.
Video:
Camera pans to the left and
slows down see a sea turtle
choking on a plastic bag that fell
into the water, camera continues
to move forward.
Duration:
3 Seconds

Audio:
SFX: Heart rate increases.
Video:
Camera pans upwards to see it
itself getting trapped near a
wooden stilt of the pier.
Duration:
3 Seconds

Audio:
SFX: Heartbeat comes to a
halt.
MUSIC: Piano track comes to a
climatic halt.
Video:
Close up of the camera
showing another hand
stopping the hand from
throwing the plastic bottle in.
Duration:
2 Seconds

Audio:
SFX: Sound of the beach.
Man Voice: “You really shouldn’
t do that.”
Video:
Fade into a close up perspective
of the woman on the pier
stopping the man from throwing
the plastic bottle into the ocean.
The woman takes the bottle and
walks away. Sudden cut.
Duration:
5 Seconds

Audio:
Female Voiceover: Think
Before You Act.
Video:
Fades to black screen with the
words, “Think Before You Act”
Duration:
2.5 Seconds

Audio:
Female Voiceover: Let’s
protect our seas today.
Video:
Transitions to black screen
with the words, “Let’s protect
our seas today.”
Duration:
2.5 Seconds

Audio: NiL
Video:
Fades to black screen to show
WWF logo.
Duration:
1 Seconds

RADIO ADVERTISEMENT
Broadcasting on station:
98.7FM
Title:
Recollections
Sponsor/Client:
WWF Save Our Seas
Duration:
30 Secs
Mood:
Serious

(BGM starts)
MVO (1): Tell me what happened.
SFX: Deep breath
MVO (2) So… I was swimming along the pier; I was going to see my friend the
cleaner shrimp to get my gills cleaned.
MVO (2): But then suddenly, all these weirdly shaped transparent rocks came
falling from the sky.
MVO (2): I realised the rocks were coming from a human on the pier!
MVO (2): These rocks… killed my friends.
SFX: Heavy breathing
RADIO ADVERTISEMENT

MVO (2): I swam for shelter, I thought I was gonna to die.
MVO (1): Then what?
MVO (2): I can’t put my fin on why, but another human saved me. It
stopped the one throwing the transparent rocks.
MVO (1): Humans are strange, they have the ability to hurt us yet save us…
(BGM fades out)
FVO: You have the ability to protect our fish and other marine life. Play
your part, join WWF in their quest to Save our Seas today at wwf.sg
RADIO ADVERTISEMENT

RADIO ADVERTISEMENT
We chose to do our radio ad from the perspective of a fish.
For the ad, we wanted to make people understand what it would
be like for a fish living in polluted waters.
We wanted to portray how our actions of throwing garbage into
the sea can interrupt the everyday lives of marine animals and
how impactful it can for these animals.
Our ad aims to prove that people have a part to play in saving
the earth.

PRINT ADVERTISEMENT
We chose to show 2 different sides of the
situation. - The human side, where everything
looks fine and dandy. And the marine animal
side, where things are bad, but they are unable
to do anything about it
We wanted so say that humans do not see the
damage they are causing to the oceans. We
also want to show that the problem is actually
closer to home that they think.

ONLINE INTERACTIVE
ADVERTISEMENT
It starts of with a question, “Would you throw it?”. The image would then have a hand holding onto an empty
plastic bottle the reader would have to decide whether or not you want to the bottle in the sea or not.

If yes is clicked, an image of the devastated
sea pops up, showing your small action
could lead to such a huge effect.
The copy is clear and straightforward to let
people know that plastic pollution kills and
affects marine lives.
ONLINE INTERACTIVE
ADVERTISEMENT

If no is clicked, the same image of the devastated seas would
pop up.
However, the words would change. This time it reads "Thanks
for doing your part but there is still work to do. Make a
greater impact with WWF today."
People may be confused with why the seas are filled with
dead fishes even though they did not throw the plastic bottle.
However, this is reality. The seas are in danger due to
plastic pollution.
ONLINE INTERACTIVE
ADVERTISEMENT

MEDIA OBJECTIVES
1. Educate our targeted youths about the environmental issues that our seas face in a thought-provoking and
serious manner.
2. Increase visibility of WWF’s Save our Seas campaign in Singapore.
3. Aim to reach 40% of the youth population, which is about 311, 224 teenagers, at least 3 times.

MEDIA STRATEGY
Our seasonal campaigns will be held in June. It is the period where Youths/students have
their school holidays. Adding on, World Ocean Day also occur in June (8th June).

MEDIA
STRATEGY
Geography:
Singapore
Scheduling pattern:
Pulsing Effect
Effective reach:
40%
Frequency Goals:
3 times

MEDIA CHOICES
Television
Channel 5 - Ellen Degeneres
Channel 5 - Blockbuster Sunday
Radio
987fm - Happy Endings With Kimberly Wang
HotFM 91.3 - The Shan and Cheryl Show

Channel 5, Ellen Degeneres
Viewership 112,000
Viewership profile Youths aged between 20-24
Media Environment Talk Show, Entertainment
Ad placement
Day/date/time period
/frequency:
Friday, 5pm-6pm
To Be Aired 10 times throughout campaign. Mid-Month
7 March 14 March 4 April 18 April 2 May 21 May 28 May 6 June 13 June 20
June
Rationale Ellen Degeneres is a one of the world’s highest rated show and it is targeted
at youths aged between 20-24. We felt that due to its large amount of
viewers, who consists of mostly our target audiences, our advertisement
would be seen by people aged 20 to 24 and would therefore be effective.

Channel 5, Saturday Night Movie
Viewership 112,000
Viewership profile Youths aged between 18-24
Media Environment Movie, Entertainment, Family-night
Ad placement
/frequency:
Sunday, 7pm-9pm
To Be Aired 6 times throughout campaign. Mid-Month
12 March 19 March 16 April 14 May 21 May 11 June.
Rationale Sunday is a day for rest and relaxation to recharge for the upcoming week ahead.
We plan to have our advertisement placed at night during blockbuster sundays
because many Singaporean youths tend to spend the night at home with their
family and most of them would have their television turned on during dinner
time. Therefore, we think that it is the perfect time to reach out to our target
audience.

Radio: 987, Happy Endings with Kimberly Wang
Viewership -
Viewership profile 18-25, students to working adult
Media Environment Comedy, Youths
Ad placement
/frequency:
Mondays, Wednesdays & Fridays, 8pm-12am
3x per day (March - June)
Rationale “Happy Endings with Kimberly Wang” is aimed at people of ages
between 18 to 25. We plan to have our advertisement placed
during this timing because most youths tend to turn on the radio
to listen to music for relaxation and to unwind after a long day at
school or work.

Hot FM 91.3, The Shan and Cheryl show
Viewership -
Viewership profile 18-25, students to working adult
Media Environment Comedy, Youths
Ad placement
/frequency:
Mondays, Wednesdays & Fridays, 4pm-8pm
3x per day (March - June)
Rationale “The Shan and Cheryl Show” is aimed at youths of ages between 18
to 25 as well. We chose to air our advertisement between 4pm to
8pm because most teenagers usually end school at around 5pm to
7pm and therefore, they would tune into the radio for entertainment
purposes on their way home from school and this would allow our
advertisement to reach out to our target audience.

Print
8 Days
Internet
Instagram
Twitter
YouTube - In Screen Ad
YouTube - In Video Ad
YouTube - Sidebar
Spotify
MEDIA CHOICES

8 Days
Viewership 121,000*
Viewership profile 18-24, Polytechnic/Pre-U students
Media Environment Lifestyle, Entertainment
Ad placement
/frequency:
March
March: 1 full color, full page ad (OBC)
June
June: 1 full color, full page ad (OBC)
Rationale 8 Days is a weekly local magazine that is aimed to target the youth market. It
consists of celebrity gossip and even sometimes exclusive interviews. The
magazine also consists of music, book and television reviews. The content is
aimed at our target audience, who are teenagers. Therefore, placing our print
advertisement in the 8 Days magazine would be able to reach out to our
target audiences.

Youtube - Side Bar
Viewership 16,000/day
Viewership profile 18-24, Youth, up to date, tech savvys
Media Environment Entertainment
Ad placement
/frequency:
1st March to June 30th
March 2016 - June 2016
$82 budget per day
Rationale Youtube is one of the most used social media platforms, with
visitors watching around 6 billion hours of video every month. You
are able to watch videos for free anytime, anywhere as long as you
are connected to the internet. We used Youtube as one of our
platforms for advertising because not only is it cheap but also teens
go on this social media site everyday and hence, would be exposed to
our advertisement easily.

Youtube - In Screen Ad
Viewership 14,000/day
Viewership profile 18-24, Youth, up to date, tech savvys
Ad placement
/frequency:
$70.50 budget per day.
Rationale Youtube is one of the most used social media platforms, with visitors
watching around 6 billion hours of video every month. You are able to
watch videos for free anytime, anywhere as long as you are connected
to the internet. We used Youtube as one of our platforms for
advertising because not only is it cheap but also due to teens visiting
this site everyday. Hence, would be exposed to our advertisements
easily.

Instagram
Viewership 400 Million Instagram users.
(53 Percent Youth Users use Instagram)
Viewership profile 18-24, Youth, up to date
Ad placement
/frequency:
$123 budget per day.
Rationale Instagram is a social media platform that is used everyday for most
teenagers. Therefore, to be able to reach out to our target audience, we
decided to use this social media platform as well.

Twitter
Viewership 316 Million Twitter Users.
(37% of Youths use Instagram)
Ad placement
/frequency:
$82 budget per day
Rationale Twitter is also one of Youth's most used social media platforms in this day and
age. Teenagers are constantly on their social media pages and therefore, we
decided to use Twitter as another social media platform for advertising.

Spotify
Viewership 75 Million Users, 25 Million Subscribers
Ad placement
/frequency:
$70.50 budget per day
Rationale Spotify is a music app that is popular among teenagers. On spotify, teenagers
are allowed to create and share their own playlists and choose songs that
they like. It is also very convenient and cheap to subscribe as well. Once, they
are subscribed, they are allowed to listen to all the music for free with no
interruptions. Therefore, this app is growing popularity among the youths.
Hence, we chose this platform for advertising.

ALLOCATED MEDIA BUDGET
$150,000

MEDIA BUDGET
SUMMARY
● Allocated the majority of money to Internet and
TV advertising. (100000)
● Youths tend to view these platforms more
often.
● We budgeted less money for radio and print.
● Radio and print are not popular among
teenagers.

MEDIA SCHEDULE
TEMPLATE
Used a pulsing effect for the 4 months
8th June - World Ocean Day
Therefore, we focused more of our
commercials during the June period

● Used a pulsing effect for the 4 months
● 8th June - World Ocean Day
● Therefore, we focused more of our commercials during the
June period

TOTAL PRODUCTION COST
TV - $30,000 RADIO - $7,000 PRINT - $5,000 DIGITAL - $8,000

TOTAL CAMPAIGN COST
PRODUCTION COST
$50,000
MEDIA COST
$149,950

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