Public Relations

Planning Major Project

Zocola Agency

Tutorial T209

CHIA SOPHIE S10170756F

LAU ZHI LING, HEIDI S10172228H

LEONG HOWGENE S10172995J

LOW JIA YU S10172869E

YUEN QI S10171247F
 Contents Page

1. Executive Summary 3

2. Research Findings & Analysis

a. Secondary Research Findings 4
b. Primary Research Findings 6
c. Swot Analysis 9

3. Target Publics 11

4. Problem Identification & Problem Statement 13

5. Goal Statement & Objectives 14

6. Strategies
a. Message Strategy 15
b. Media Strategy 19
c. Action Strategy 33

7. Tactics 35

8. Implementation Timeline 39

9. Evaluation 41

10. Budget 43

11. Appendix 46

12. Works Cited 61

2
 1. Executive Summary

In this proposal, we aim to explain the proposed idea behind World Suicide Prevention Week

Campaign 2017, which will be called Be A Samaritan.

Through our research findings, we have found that SOS current platforms do not tailor their

messages even though social media is increasingly a huge part of youths lives today. The

platforms also do not offer sufficient calls-to-action to suit youths, thus deterring the target

audience from receiving these important messages intended for them.

We believe that with better understanding, suicide can be preventable. Hence we aim to

spread awareness to youths on SOS and suicide by beefing up their social media presence.

The proposed campaign, Be A Samaritan, will begin in August, which will include tactics

such as a community event which falls on World Suicide Prevention Day. Social media

platforms and the SOS website will undergo a revamp and we will engage social media

influencers to reach out to youths and propose possible story angles to the news media. The

budget of this project will cost an estimated $15,000.

3
 2. Research Findings & Analysis

(a) Secondary Research Findings

Lack of Social Media Presence:

The Samaritans of Singapore Facebook page is not updated frequently, which means that

people will not visit the page often for information. Unlike other non-governmental

organizations in Singapore, the organisation does not have a large following - in terms of

likes, no effort is being made on the Facebook page to engage its audience through the use

of regular visual postings. They do not have an Instagram page, which is the social media

that most youths use these days, which translates to them not being able to reach out to the

16-25 and 25-35 age range, which according to NapoleonCat accounts for 61% of Instagram

users in Singapore (Kowalczyk). The 16-25 age range individuals are most at risk for

suicide, while the 25-35 age range are crucial advisors that should be targeted as well when

spreading suicide awareness.

Short-lived Campaigns:

Apart from the #howru and Plaster the Silence/ Wear a Plaster End the Silence Campaign

which falls on the same week as the World Suicide Prevention Day and International

Survivors of Suicide Loss Day, there is little to zero communication to the public for all the

other months.

The #howru plaster campaign only managed to raise about only 11% of their goal of $50,000

on giving.sg, which shows that the campaign has not reached a wide audience, and is not as

effective as they expected (#howru).

The Facebook page had merely garnered 2,799 likes. A video for the campaign which even

saw the collaboration with social media influencers did not go viral and appears

4
underwhelmed. It had a total viewership on Facebook of up to 105,000 views, with 406 likes

for the video, 12 comments and 337 shares as of 6 July 2017, which shows the lack of reach

to audiences. However, SOS claimed that there were 4.5 million online impressions made in

during the 8-day campaign (Samaritans of Singapore).

Increasing Suicide Rates and Causes in Singapore:

There is a steady number of suicides over the years, with 353 cases in 2010 and 409 cases

in 2015 and 429 cases in 2016 (Death and Life Expectancy). The 20-29 age group had the

most suicide cases in 2015 (National Suicide Statistics). Through the 24-hour hotline, SOS

handled an average of 106 calls daily, the majority was from the 30-59 age group (24-Hour

Hotline). Mental health issues and difficulties with family relationships were the most

common problems presented by callers. In 2015, the 10-19 age group had the highest teen

suicides in 15 years with 27 cases reported (Wang).

Suicide Reports in Traditional Media;

In 2015 and 2016 alone, there have been numerous articles published by local news media

organisations such as Today (Wear A Plaster), The Straits Times (Seow) and The New

Paper. During World Suicide Prevention Week, articles about the #howru and Plaster the

Silence campaign were actively published. The articles talked about the years campaign as

well as some suicide statistics of the year. The New Paper had also featured a personal

story of a suicide survivors brush with death and her journey to recovery (Tan). Suicide

hotlines were also made available. The criminalisation of suicide was also reported by The

New Paper when the Association of Women for Action and Research (Aware) in conjunction

with World Suicide Prevention Day called for a repeal of Chapter 16, Section 309 of the

penal code, which makes attempting suicide a seizable offence in Singapore (Govin). In May

this year, an online suicide game and Netflix drama series had prompted the Education

Ministry to issue advisories.

5
 (b)Primary Research Findings

We conducted a survey to find out youths knowledge and current awareness of suicide in

Singapore and the organisation - SOS. We had a total of 96 respondents, the majority of

whom are between the age group of 18-24.

Key Findings:

Youths generally know the severity of suicide in Singapore

- Respondents are aware of the top 3 age ranges - 12-17, 18-24 and 25-24, that

display the highest suicide rates in Singapore which corresponds to official data.

Adequate knowledge of suicide

- 71.9% of respondents think that suicide is a matter of concern in Singapore. While

16.7% is still unsure, it constitutes to more than of total respondents not being able

to definitively identify suicide as a major problem.

- 80.2% of respondents fall in the neutral range (4-7) when asked to rate from a scale

of 1 to 10, knowing basic information about suicide but not extensively. This shows

their uncertainty on the topic of suicide in Singapore.

- 39.6% of respondents think that the number of annual suicide cases amount to 200-

400, in reality average annual suicide rate for the past 10 years is 399.5, which

shows that a fraction of respondents are somewhat aware of the suicide cases that

happen in Singapore. However, most are still not sufficiently educated on suicide in

Singapore, 35.4% assuming that numbers fall below 200.

6
 - Most respondents rank studies and bullying as top causes for suicide. However

according to the SOS 2016 annual report the most common reason for suicide is

relationship problems, which very few respondents as top.

Proximity of suicide

- 56.3% of our respondents have people that are close to them being a victim of

suicide. As most of the respondents are within the 18-24 age range, it shows how

younger people are at risk for suicide.

Willingness to help prevent suicide

- All respondents believe that suicide is in a way preventable. This shows that people

know of some way to help prevent suicide.

- 81.3% know that they have a responsibility in suicide prevention. These results

suggest that people are aware of how support is needed when someone is facing

suicidal thoughts.

- Most people know the importance of emotional support when dealing with someone

with suicidal risk.

- 46% of our respondents said they would attend a campaign regarding suicide

prevention, while 51% of our respondents will consider attending, this means that

extra consideration is needed to make the campaign more interactive and attractive

to the youths. With this, this is a good sign as it clearly shows that people do not

disregard suicide.

7
Key Problems:

Suicide is a taboo subject

- About 92.7% of our respondents feel that suicide is not widely discussed topic in

Singapore. This is evidence that suicide is a taboo topic in Singapore, probably due

to the issues sensitivity.

Samaritan of Singapore not well-known among youths

- SOS is not well known enough to the youths. 38.5% of our respondents have not

heard of SOS before. That is a significant amount, considering SOS is the only

suicide prevention centre in Singapore.

8
(c) SWOT Analysis
STRENGTHS OPPORTUNITIES

SOS is the most prominent suicide SOS engaged social media to spread its

prevention and management organisation in message for World Suicide Prevention Day

Singapore. 2015. The campaign generated close to

4.5million online impressions in Singapore

SOS campaigns from 2012 to 2016 have over eight days. Many Singaporeans learnt

managed to raise awareness in the teenage about SOS through such campaigns.

demographics. In 2016, SOS received 550

calls of help from aged 10-19, a fifth of 2680 13 Reasons Why is a drama about a

calls in that age group. This is a significant teenage girls suicide and her reasons for

increase from a total of 1767 calls in 2014. doing so. Though the show is a hit with

teenagers, it is accused of glamorising

There was a significant jump in numbers of suicide and has sparked controversial

referrals after the How R U Campaign. The debates about the storyline. SOS may want

suicide prevention centre saw 234 cases in to make use of this controversy to promote

FY 2014-2015, when concerned families their cause.

and friends had referred a loved one in

crisis, or had lost someone to suicide a A new online trend called the Blue Whale

significant increase from the 65 cases it saw Challenge is goading young teens into killing

in FY 2010-2011. themselves. The viral craze has reportedly

been linked to 130 deaths in Russia and is

starting to spread all over the world. This

issue is very current and can be used to

raise awareness.

9
WEAKNESSES THREATS

Their previous campaigns are only short- If SOS does not actively use social media to

termed. In between campaigns, SOS have engage audiences, the organisation will run

no other forms of communication to its the risk of becoming irrelevant to the

audiences, resulting in short-lived younger generation in singapore, who are

impressions. the target audience.

SOS do not regularly engage with the public The SOS official website has to be more

as they do not own an organizational social frequently updated with engaging and

media page, aside from publicity accounts current content as well as relevant and

for their campaigns, such as the #HOWRU impactful visuals to garner the attention of

twitter page. viewers. As they are inactive in engaging

audiences through social media, SOS risks

SOS official website was last updated in losing the interest and engagement of their

2016 and no new content has been added in audiences if their website fails to captivate

2017. With outdated web design consisting the audiences interest in the organisation.

of poor colour choices and fonts, the site

looks unprofessional and does not leave an

impactful and lasting impression of SOS on

audiences.

10
 3. Target Publics

Age Demographics Psychographics

Primary Youths - Occupation: Students - Tech Savvy with increased

Audience
ranging use of social media platforms

from 15 to - Cultural background: daily

21 years Singaporeans or

old Permanent Residents - Lack of awareness on

suicide in Singapore

- Educational level:

upper secondary to - Suicide may come across as

university education a taboo

Secondary Adults 21 - Occupation: Working - Less tech savvy compared

Audience
and above adults to primary audience

- Relation to the - Cares and emphasis placed

students: Parents, on the well-being of primary

teachers audience

- Cultural background: - Interest in learning to spot

Singaporeans or symptoms of suicide in

Permanent Residents primary audience (for

parents)/ students (for

- Educational level: teachers, schools)

Ranges from secondary

school or university - Interest in detecting the

education same symptoms in elderly

11
(their parents)

12
 4. Problem Identification & Problem Statement

With social media being a huge part of youth's lives today, SOS current platforms do not

tailor their messages and do not offer sufficient calls-to-action to suit youths, thus deterring

the target audience from receiving these important messages intended for them.

13
 5. Goal Statement & Objectives
Goal Statement:

To spread awareness to youths on SOS and suicide in Singapore by beefing up their social

media presence.

Goal Objectives:

RAISING To promote a deeper understanding of suicide and its

AWARENESS
causes in Y2017 and Y2018.

To raise awareness on the methods to prevent suicides,

and how to detect suicidal victims that may be on the

verge of suicide in Y2017 and Y2018.

INFLUENCING To create favourable public attitude towards the subject

ATTITUDES
of suicide

To reverse negative attitude towards suicide being a

taboo subject

CHANGING To encourage active participation in championing the

BEHAVIOUR
issues of suicide

To increase participation in campaigns conducted by

Samaritans of Singapore by 30% from the previous year.

14
 6. Strategies
(a). Message Strategy

OVERALL/MAIN MESSAGE:
With better understanding of suicide, suicide can be preventable.

Understand suicide, save a life

KEY MESSAGE 1 KEY MESSAGE 2 KEY MESSAGE 3

- Suicide is a - Everyone has a part to play - Suicide is never

prevalent issue in suicide prevention the solution, you

in Singapore can find help

1. In 2015, there were 1. Emotionally distressed Individuals 1. There are many

27 suicide cases pushed past their breaking point do avenues for one to seek

not immediately start to pursue help, or if they need

among ages 10-19
death. Suicide is often contemplated someone to talk to, such
(National Suicide
as a final resort to end the suffering as:
Statistics 5, 8, 9). This
they are unable to cope with A community
averages to 2 teen
("Suicide Prevention: How To Help mental health
suicides per month,
Someone Who Is Suicidal And Save agency
double of last years
A Life"). The emotional support we A school
numbers. The
provide by sharing their emotional counselor or
deterioration teen burden is imperative in diminishing psychologist
suicide rate is the key their suicidal thoughts. A suicide

rationale behind prevention or

selecting teens as our crisis intervention

target demographic. center

15
 A private therapist

A family physician

A religious or

spiritual leader

2. It is onerous for someone Suicide hotlines

2. There are 409 cases contemplating suicide to open up to ("Seeking Help If

of suicide in 2016 their loved ones. Initiating a heart-to- You Are

("Selection Of heart talk encourages them to Contemplating

Variables/Time Period | confide in you. The release of pent- Suicide")

Singstat Table up negative feelings will lighten their

Builder"). emotional burden, and may save

them from suicide ("Suicide

Prevention: How To Help Someone 2. There are many toll-

Who Is Suicidal And Save A Life"). free helplines by local

organisations catered to

different demographics,

serving as a platform for

those in need to seek

advice for issues that

may contribute to suicide.

The tinker friend helpline

provides a support

platform for depressed

children, especially those

whose parents or main

caregivers are

16
absent("About Us").

Babes.orgs 24 hour

helpline provides support

and advice for victims of

unplanned teen

pregnancy ("A Helping

Hand For Pregnant

Teens").

Care corner provides

hotline counselling

focused on serving the

Mandarin-speaking

community. Face to face

counselling for individuals

or families are available

("Care Corner").

Singapore Council of

Womens organisation

provides face-to-face

counselling at a minimal

fee for clients who have

difficulty in receiving

spousal and/or child

17
maintenance

("Maintenance Support

Central SCWO").

18
 (b). Media Strategy

TIER 1 MEDIA
CATEGORY: NEWS MEDIA
Name of Name Specific Profile Reach/ Rationale
Media of Section/B readership/ Why this media?
Journa eat to circulation/
list/Edi pitch followers
tor to
pitch

1. The Wong It Wong does Being the most The Straits Times has
Straits Kim Changed real-life stories read english social media platforms
Times Hoh My Life about lives that newspaper in that can easily track
have been Singapore, its the engagement reach
dramatically print and digital through the number of
changed by readership likes, shares and
events, people equates to comments. Especially
or 29% on an since our target
circumstances. average basis audience - aged 15 to
according to 21 are tech savvy
the Nielsen consumers. Their
survey (The parents, our
Straits Times). secondary target
audience, could also
have daily newspaper
subscriptions.

2. The Ng Lifestyle - The New The New It mainly has short

New Keng Health Paper Lifestyle Paper was the stories, and target
Paper Gene section news section second-highest readers looking for a
features paid English quick read, especially
categories newspaper the youths. The New
such as food before it Paper can reach a
(makan) , became free in substantial number of
health, fashion 2016. youths, including our
and more. target audience
Being a tabloid through their online
newspaper, it and print publication.
has shorter
stories to
target
millennials,
which is our

19
 target
audience.

3. Today Singapore TODAY, With TODAY newspaper is

Newspap section owned by readership of available in traditional
er Mediacorp TODAY and online news.
press, is a increasing Physical copies are
local english from 19,000 in distributed for free
language 2015 to during the morning
newspaper 548,000 in rush hour.
distributed for 2016 (Today),
free during it has always There is also no
rush hour. been the maximum number of
More than 67 second-most- articles one can
per cent, of read daily browse on its online
TODAYs newspaper in platform unlike other
readers come Singapore, news media - The
from higher- according to Straits Times.
income the latest
groups. Nielsen This could lead to
Offering a Singapore increased
digital platform, Media Index engagement with our
it ensures survey target audience with
people get (Today). less barriers when it
their news comes to the news
conveniently medias regulations
too. and policies in the
readership of its
articles.

4. In Launched on 8 IN is read by It reaches our primary

Magazin January 2005, students from target audience,
e IN magazine is more than 90 students from upper
targeted at subscribing secondary school,
Secondary schools. The who may or may not
school average no. of be frequently reading

20
 students. readers per the newspaper. The
week: 33,276 schools subscription
IN is rich with (Singapore makes it compulsory
news articles Press for students to read
from a young Holdings). the supplement.
persons
perspective, It is distributed It also provides as a
reporting on free with The form of material for
youth trends Straits Times teachers to discuss
and featuring every Monday within the classroom.
student writers. to schools
which Students can pick up
IN's aims to subscribe to tips to better cope and
educate, more than 50 manage with stress,
interest and copies of The and teachers can
engage the Straits Times advise accordingly,
young in every week one example is
current affairs, (Singapore suggesting and
news, and the Press making known the
English Holdings). available support
language, networks when
adding value to students face issues
their be it at home or
knowledge. school.

5. Class The Muttons in Class 95 plays Class 95 is the The radio station
95 Muttons the contemporary most-listened- targets our secondary
: Morning music from the to English target audience, aged
Vernon 80s to today's radio station in 21 years old and
A& pop. 2016. It also above, who are crucial
Justin reached its advisors, educators to
Ang The morning highest our primary target
drive time slot listenership in audience, aged 15-
is hosted by the last three 21.The knowledge
The Muttons in years, with learnt could then be
a show about 758,000 imparted to minors.
segment called listeners
Muttons in the (Channel
Morning from NewsAsia).
6am-10am.
It is targeted at
English-
speaking
professionals
and executives
between 25 to
40 years.

21
6. 987 Sonia The Shock 987 FM is 987FM holds Evening drive time
FM and Circuit a Mediacorp 10th place on has one of the most
Joakim English radio the top radio number of listeners,
station in stations in other than the
Singapore. It is Singapore morning drive time.
the only chart. It target We can maximize
contemporary millennials and exposure of the
hit FM radio young adults. campaign during this
station in timeslot.
Singapore. In 2017, 987
FM attained a
Many listenership of
millennials and 9%, an
young adults increase of
tune into 70,000
987FM as listeners from
it focuses on the last
playing the Nielsen survey
latest hits. conducted in
2016.

7. Kiss Charma Kiss 92 offers Kiss 92 is The radio station

92 ine Yee informative ranked second targets our secondary
content for the to Class 95. In target audience, aged
modern, driven 2016, the 21 years old and
and savvy Nielsen Radio above, who are crucial
women Diary Survey advisors, educators to
(Kiss92). showed that our primary target
the 4-year-old audience, aged 15-21.
With travel, stations The knowledge learnt
health, beauty, cumulative could then be
wellness, listenership imparted to minors.
parenting increased by
topics and the 6.2%. On
latest news average, a
updates, it Kiss92 listener
provides tune in for
exciting and about 8 hours
informative a week.
content to
educate and Kiss 92 is the

22
 inspire nations first
(Kiss92). radio station
targeting
women aged
between 30 -
50 (Lim).

8. Jaime Online The TV news Channelnewsa Channel NewsAsia

Channel Ho News - channel is sia.com is an delivers more hard
news Chief Health accompanied important and serious news. It is
Asia Editor, section by an online resource for important that the
Digital presence at professionals message we are
News channelnewsa and executives trying to propagate is
sia.com, and working, living taken seriously by the
social media and investing audience. We will be
services like in Asia. With able to target working
Facebook, more than 50 adults who may
YouTube and million page overlook the signs of
Twitter views and 6 depression and
(Channel million unique suicide due to their
NewsAsia). visitors each busy working
month, schedules.
channelnewsa
sia.com is one
of the most
popular and
comprehensive
news sites in
Singapore
(Channel
NewsAsia).

CATEGORY: BLOGS/VLOGS/SOCIAL MEDIA INFLUENCERS

Name o Name of Social Profile Reach/ Rationale
f Media describe the readership/ Why this media?
Media Influencer/blogger/ media briefly circulation/
vlogger followers

23
1. Social Christabel Chua The 23-year-old Christabel Her strong online
Media @Bellywellyjelly covers content engages 143k presence is renowned
Influenc (instagram) / on beauty, followers on among local
er- bellywellyjelly.com fashion and Instagram. Her teenagers,
Instagra (blog) lifestyle. Her blog has been corresponding to our
m popularity rose well primary target
after becoming a established in audience. She is a role
beauty host for Singapore model to many
The Smart Local since 2012. teenagers which
TV, having Her followers makes her a powerful
partnerships with mainly opinion leader whose
international comprise of words hold weight to
brands like teenagers and the public.
Samsung, young adults.
Forever 21, and
more.

2. Social Narelle Kheng Narelle Kheng is Narelle Narelle frequently

Media @narellekheng a local actress engages with a posts on social media
Influenc and singer in large following to engage with her
er- local band, The of 132k fans with colourful
Instagra Sam Willows. followers on visuals which will
m Many youths her instagram attract youths.
look up to her as page, and
an idol, about 9,000
accompanied followers on
with the steady her twitter
increase of her page, both
bands popularity mostly
in Singapore. consisting of
youths.

3. Nathan Hartono Nathaniel Nathan Nathan maintains his

Nathan "Nathan" engages with a Instagram page to be
Hartono @nathanhartono Hartono is a large following fun and engaging
- Social (Instagram) Singaporean of about 116k towards his following.
Media singer and actor. followers on his He posts ranges from
Influenc @nathanhartono Nathan made his Instagram unique music covers,
er (Twitter) debut as a singer page, again, to funny videos of
after winning the mostly himself and more.
Teenage Icon consisting of
singing youths.
competition in
2005. On his Twitter,
Nathan also Nathan has
ventured into about 44.5k
acting and followers.

24
 starred in his first However, he is
television series, less active
Halfworlds in there and
2015. He is also updates
the first runner- Instagram
up in the first more
season of Sing! frequently.
China. This
made him very
popular locally
and in China.

4. Dee @Deekosh Dee Kosh is Dee Kosh has Through his humorous
Kosh - (Instagram) famous for viral a following of personality, he is able
Social videos such as more than to breathe life into a
Media @TheDeeKosh "To All My 220,000 topic like suicide
Influenc (Twitter) Singaporean subscribers on prevention and SOS,
er Clubbers" and Youtube. which means that
"Why I Will more people will be
Never Add My He has earned interested in the topic
Mom on over 150,000 as he is able to give it
Facebook". He Twitter a new dimension.
has attracted a followers and
large number of 96k followers
viewership. on his
Instagram
page and is
also active on
these
platforms.

5. Blog - Mothership is Mothership With such a large

Mothers one of the feels that following on their
hip.sg largest digital without their websites, featuring
platforms in audience, they articles and videos
Singapore. are nothing. regarding Singapore,
In 2016, they they can help to create
They attract an averaged awareness.
average monthly 131,000 page
visitorship of 5 views daily. For We can approach
million, with 60% 2017 so far, them for a video to be
their audience they are doing done regarding
being between 171,000 page suicide, such as
the ages of 25 views daily. featuring suicide
and 44 and 75% survivors and talking
of their readers about their experience.
are on mobile. They hit 5

25
 million
They not only pageviews a
create high- month and
quality their videos
multimedia news have
and consistently
entertainment received an
content that average of 1
encourages million views
social sharing, per month,
but also help hitting a high of
brands speak 2.6 million
with digital views in June.
audiences
through their They also have
content many
marketing advertising
services. partners.

6. Blog - TheSmartLocal Today, Also, with large

The is an TheSmartLocal followings and
Smart independent reaches over 3 viewerships each
Local media publisher million month, they can help
that focuses on Singaporeans boost the awareness
travel and every month. of SOS and suicide in
lifestyle stories TheSmartLocal particular, through their
for also has its creative methods.
Singaporeans. own video
They give locals channel - Through editorials,
trusted hyper- TheSmartLocal videos and many
local information TV, its own more, we can raise the
on what to do in mobile awareness of SOS and
and out of their discount app suicide prevention to a
country. SNATCH and higher and greater
they have level.
Their stories are expanded their
one part editorial online
based and one publication
part community regionally into
based where Malaysia and
members can Australia.
upload their own
reviews. They also work
with
businesses for
advertising

26
7. @Naomineo_ Naomis rise to She engages Naomi often expresses
Naomi (Instagram) fame dates back with 373k herself on topics
Neo - to 2009 where followers on related to issues faced
Social @Naomineo_ she was an avid Instagram and by teenagers such as
Media (Twitter) user of 432k followers loneliness, depression,
Influenc Facebook. The on twitter. Her bullying and
er relatable content Facebook page relationship problems.
she frequently garnered likes She shares her
posted on from almost experiences and
facebook gained 79k Facebook advice with her
popularity quickly users. She also followers which
amongst local maintains a consists of mainly
teenagers. She personal teenagers and young
is now a youtube adults, who often find
renowned social channel, her content relatable.
media influencer Naomi Neo, Naomi also found an
and youtuber. which has a instagram page
reach of 262k @youaintalone, with a
followers. 7k follower reach. On
Naomi was this account, she posts
awarded the relatable motivational
title Top and encouraging
Lifestyle quotes to help and be
Influencer there for her followers
(Singapore) at who are going through
Influence Asia a tough time. Through
2017. these posts, she can
help to educate her
readers on the
sensitive topic of
suicide.

8.Sonia @soniachew Upon winning On Instagram, Sonias confident and

Chew- the 987fm Radio Sonia engages cool persona on social
Social Star Competition with 73.7k media appeals greatly
Media 2012, Sonia followers. She to her predominantly
Influenc Chew began her documents her teen/ young adult
er work as a radio daily life with follower base.
host in her own frequent
show, The Bright updates on Her Instagram page is
Side on 987FM. events she engaging and regularly
Her career hosts/ attends. updated, efficient in
developed in the garnering and
field and she is On Twitter, capturing the attention
currently a radio Sonia has of Instagram users,
and TV 12.1k especially local teen/
personality, followers. She young adults with

27
 travel host, frequently regards to how to deal
events emcee posts content with the issue of
and voice over which allows suicide.
artiste, her to engage
according to her her followers,
instagram and often
biology. replies tweets
from fans.

TIER 2 MEDIA

CATEGORY: NEWS MEDIA

Name of Name of Specific Rationale
Media Journalist/E Section/Beat Why this media?
ditor to to pitch
pitch

Teenage Chew Hui Happenings Most of these magazines target

Magazine Ling / Senior Section young adults, with the

writer demographics of about 19-30

years old. This is not only crucial

Shape Prisca Ang Health
in targeting our primary target
Magazine Section
audience, but also the secondary
Cleo Adora Wong / Health/ Events audience, who act as advisors to
Magazine Writer Section our primary target audience. The

Mens Christa Health Section magazines offer a subtle and

Health Sgobba light-hearted approach at dealing

with important and relevant

issues to readers today.

28
CATEGORY: BLOGS/VLOGS/SOCIAL MEDIA INFLUENCERS
Name of Name of Social Media Rationale
Media Influencer/Blogger/Vlogg Why this media?
er

Nicole Choo Nicole Choo All social media influencers boast a

@nicolechoo on Instagram huge following with more than 20k

and Youtube followers on Instagram. Their

followers are predominantly pre

Li Ting Li Ting @gnitil
teens, teens and young adults
on Instagram and Youtube
ageing from 12-25 years old. Their
Parisa Bong Parisa Bong @parisabong girl-next-door persona on social
on Instagram and Youtube media allows them to convey our

Cheryl Cheryl @Cherzinga on message on suicide in a manner

Instagram and Youtube which is relatable and allows

audiences to gain deeper

Sonia Tan Sonia @okaysonz on
understanding of the issue on a
Instagram
more personal level.

29
OWNED MEDIA CHANNELS

Our team proposes:

Owned Media Channel Reasons for choosing the channel

Facebook Facebook is one of the most commonly used social media

platforms in Singapore, 72% of the population has a

facebook account, with more than 43% of Singaporeans

being active users. (Tangy) Facebook is also widely used by

businesses, events and campaigns-- they create a page and

reach out to their audiences by constantly updating the page.

Although younger people are not very active on Facebook, it

is still very widely used among Singaporeans and will be

able to help spread awareness of our campaign quickly if it is

well-utilized.

The current SOS Facebook page is clear in terms of

providing their contact details and location. However, the

page is only updated mainly with tags and ratings by

Singaporeans. Their latest post is dated September 2016,

showing that they lack consistency in updating the public on

their latest organizational news. SOSs low activity on

facebook may reflect their lack in community interaction and

public engagement. Their facebook page is poorly utilized to

spread and raise awareness on suicide in Singapore, and

lacks identity and branding effort -- there is no profile picture.

Instagram Instagram is highly popular in Singapore. With more than

30
 18% of Singaporeans being active users and 85% of existing

users ageing 16-24 (Tangy), utilizing Instagram in the

campaign is ideal. Apart from being useful in garnering the

attention of youths, it aids in increasing relatabilty and

fostering effective communication to our target audience.

SOS does not have an official Instagram page, though they

do have subsidiary accounts for campaigns. A platform

widely used among youths, Instagram is useful in helping

SOS connect better with the youth demographic. Without an

Instagram account, a large section of our target demographic

may not be updated as quickly on the latest news and

activities of SOS.

Website A website is paramount in providing all information needed

about SOS along with updated details of their latest

campaigns and events. The website will educate our target

audience about suicide in Singapore and can be a platform

that will help spread positivity and help to anyone that is

facing suicide. Linking the website to all social media

platforms can be helpful in increasing website traffic.

The current SOS website provides concise information about

SOS and the different ways one may approach SOS for help.

However, it is not kept current with regular updates. Keeping

the website up-to-date will engage viewers and encourage

them to check back for latest news on SOS. This aids in

31
increasing awareness of suicide in Singapore.

32
(c). Action Strategy

ACTION DESCRIPTION

STRATEGY

1. Tailor content - Revamp and recreate the SOS website and any existing

through owned social media pages.

media such as

websites and social - Create a Facebook page for SOS and relaunch SOS (giving it

media platforms that a new social media presence and direction) which will pump

will not only suit out social media content during and leading up to the World

youths but draw their Suicide Prevention Week.

attention.

- Design campaign posters for social media accounts

- More call to actions on website

2. Collaborate with - Social media influencers will inform youths about SOSs

social media relaunch as an NGO and its campaign for this year which aims

influencers who to target audience from a young age.

have great impact

and influence on - Drive crowd to follow SOS pages and website.

their followers.

- Announce the exhibition/benefit concert that will be taking

place.

3. Reach out to our - Personal feature stories of suicide survivors

secondary target

audience through - Apart from feature stories, it can write articles about SOS

33
platforms such as latest campaign in lieu of suicide prevention week. Promote

the news media, as upcoming exhibition. Shed light on suicide awareness.

they are important

partners in nurturing - Cover the relaunch of SOS that hopes to spread awareness

the youths of today. to youths

- Send media invites to cover the event taking place during

World Suicide Prevention Day

4. Organise - Hold an event during Suicide Prevention Week to raise

community awareness among the community through a series of personal

involvement events stories by suicide survivors.

such as an event

and exhibition to - It can be done in a light-hearted environment to educate and

raise awareness. raise awareness such as providing a series of options to seek

help for people who are suicidal or people who have loved

ones that have suicidal tendencies.

34
 7. Tactics

Strategy Description of Tactic

World Suicide - An event will take place on World Suicide Prevention Day, 10

Prevention Week August at Scape from 11am-4pm. It will be as part of 2017s

(WSPW) Campaign campaign - Be A Samaritan. Official hashtag: #BeASamaritan

2017

- Event line-up includes local musicians, sharing sessions by SOS

volunteers and suicide survivors

Name of Campaign:

Be A Samaritan - The Director of SOS will address this years campaign

- Collaborate with food stalls, not charge them for stall space, in

turn agree on affordability of prices.

- On-site SOS booths, testimonials of suicide survivors.

- Entry given to people who follow the social media page(s).

- Entry freebies and suicide awareness booklets and event line-up.

- Engage social media influencers to inform youths of this

campaign and details of the benefit concert/exhibition. Social

media influencers will be present for the event.

- People who pledge their part in helping a person in need, gets

35
 food discount coupons for the event.

- Pledge Wall with sticky notes on the day of event

Increase social - Creation of Samaritans of Singapore Facebook and Instagram

media presence page at least 2 months before WSPW.

- An effort to rebrand SOS as a non-governmental organisation

- To highlight the importance of suicide awareness, pump out

content such as available helplines and suicide prevention tips

and guidelines through visuals and infographics. This ensures

information is easily understandable and digested. Content will be

released on a weekly basis beginning mid August 2017 and

ending in December 2017.

- Engage social media influencers a month leading up to WSPW.

Inform youths of 2017s campaign.

- Social media advertising

Revamp and drive - Revamp the website to include more call-to-actions, and

traffic to SOS helplines stand out more.

website

- Create more interactive web design, use more visually eye-

catching aesthetics to design the site, allowing SOS to brand

themselves as a premium non-governmental organisation, driving

viewership to the site and attention to the organisation.

36
 - People can make their pledges on the website, which entitles

them to food discount coupons that they need to screenshot to be

used on the day of the event

News media outlets - Pitch a personal feature of a suicide survivor or survivor of

suicide loss in magazine articles, talk about their journey and how

they recovered from the support received. We propose an

anonymous interview for suicide survivors who have previously

contacted SOS. Dip into SOS suicide survivors pool.

Targeted news media:

Tier 1 Media - The Straits Times, The New Paper, Today

Newspaper, In Magazine, Channel NewsAsia

Tier 2 Media - Teenage Magazine, Shape Magazine, Mens Health

Magazine, Cleo Magazine

- Pitch to highlight and report about SOSs new relaunch

(complete with social media platforms and website), and the event

that will be taking place on World Suicide Prevention Day

Targeted news media: All Tier 1 & 2 Media

- Send out media invites to news outlets and social media

influencers to attend the benefit concert/exhibition in conjunction

37
with World Suicide Prevention Week campaign 2017.

Targeted news media: All Tier 1 News Media

38
 8. Implementation Timeline

Activities Aug Wk 1 Aug Wk 2 Aug Wk 3 Aug Wk 4 Sep Wk 1 Sep Wk 2 Sep Wk 3 Sep Wk 4

(30 Jul - (6 Aug - (13 Aug - (20 Aug - (27 Aug - (03 Sep - (10 Sep - (17 Sep -
05 Aug) 12 Aug) 19 Aug) 26 Aug) 02 Sep) 09 Sep) 16 Sep) 23 Sep)

Revamp
Website
and create
social
media
platforms

Increase
social
media
presence

WSPW
Campaign
begins

Pledging
system on
website

Gather and
source for
food
sponsors,
local
musicians

Social
Media
Influencer
Postings

Prepare
media
invites and
door gifts/
freebies/
booklets

Reach out
to news
media

Stage and
equipment
ready

39
Event

10 Sep,
Sunday -
World
Suicide
Prevention
Day (start of
Week 3)

World
Suicide
Prevention
Week

WSPW
Campaign
Ends

40
 9. Evaluation

Evaluation

Level 1: Measure Social Media Platforms

message distribution and
media placement - Increase in Facebook page likes and Instagram followers

- Engagement rates via likes, reactions, comments and

shares

- Mentions via tagging and hashtags

Social Media Influencers

- Number of people who liked, commented or shared the

influencers posts

Website

- Website traffic

- Number of pledges made on the website

Event

- Number of attendees gauged by the number of programme

booklets and freebies, door gifts that were given out

Level 2: Measure - Survey forms given out during the event.

audience awareness,
comprehension and
retention
- Engagements during the event, get volunteers to engage in

conversations with participants

41
 - After the campaign, conduct a survey to find out if people

were aware of SOS campaign efforts in recent months

Level 3: Measurement of - Increase in family and friends referring a loved one who is
changes in attitudes,
opinions and behaviour suicidal to the SOS helpline

- Increase in volunteers in the organisation

- After campaign survey to gather if there is an increased

awareness of Suicide in Singapore, and has audiences

opinions and perspectives changed since.

42
 10. Budget

Cost

Holding space for event/ Bandstand for Scape Level 1: Bandstand Area (Area:
performances 1,560 sq ft)

Rental Fee: $1500

Service Charge: $200
GST: 17%
$(1500+200)/100 x 170%
=$2890

(*Scape Co. Ltd.)

Total: $2890

Tentage Tentage
3x3m Portable Tent Set-Up - $100 Each

Tentage for:
- Exhibits (x3)
- Post It Wall (x1)
- Food booths (x2)

Total: $100 x 6 = $600

(JNR Entertainment)

Crowd Control Queue pole rental (x30)

Total: $10x30= $300

(TheSGRental)

Sound Equipment Outdoor live music sound console

$1380

(IvandLevine Entertainment)

Music Instruments Roland RD-700NX Stage Piano and

speaker/amplifier - $200

Nuvo Yamaha Stage Custom Drum Set -

$220
(Music Warehouse)

Total: $200+$220= $440

43
Radio Heatwave Event Hosts $856

(Radio Heatwave)

Signages & Exhibits 100cm x 200cm Pull up banner stand (x4)

- $160 each

(PullUpStands)

Post it wall- Basic Pop Up stand (2.74m

width x2.22m height) - $1950

(PullUpStands)

Total: $(160 x 4) + $1950 = $2590

Booths & Chairs Booths(tables x3) -

$30 each, $70 for delivery
3 tables= $30 x 3 + $70
=$150

(RentATent Singapore)

Chairs- $5.35 each

30 chairs - $5.35 x 30 = $160.50

(Moms Kitchen (catering services))

Total: $150 + $160.50 = $310.50

Refreshments for crew 2 Packed meals & 2 mineral water for 50

crew members:

$3.21 x 100 = $321

Total: $321

(Pang Catering)

Media Invites, Event Door Gifts & Programmer Booklet (for 200 pax) - $320
Programme Booklet, Freebies (gogoprint)

Customized Ballpoint Pen (for 200 pax)

$1.60x200
=$320
(Ministry of Print)

Media Invites & Postage Fees - est. $200

Total: $320 + $320 + $200

= $840

44
Collaborations - Food and Beverage for Event

1. Gourmet Marshmallows- The

Wicked Cream

2. Fried Milk Chunks- Milk Bites

3. Dragons Breath- cOyOrO Singapore

4. Raclette Cheese Potatoes- The

Raclette Factory

5. Churros & Chicken Scotch Eggs-

Loco Loco

6. Milkshakes & other beverages - Bon

Bon SG

- Local Musicians & Bands for concert

performance

The Sam Willows

Tabitha Nauser
Scarlett Avenue
LEW
The Facade
Keith Vvolf
Sezairi Sezali
Sam Rui
Jasmine Sokko
Jamie Wong

Website designer Approximately $4000

(ThunderQuote)

Social Media (Facebook & Instagram) Average cost per click for Singapore: $0.41
Advertisement
(IceCubeAsia).

Total: $14,507.50

45
 11. Appendix
Secondary Research
International Survivors of Suicide Loss (ISOS Loss)
SOS commemorates the International Survivors of Suicide Loss (ISOS Loss) day every year
since 2014. ISOS day is a day when family and friends of those who have died by suicide
can come together for healing and support.
On that day, SOS is organizing a get-together, specially for survivors of suicide only. A
survivor of suicide is anyone affected by a suicide death, including family members, friends,
neighbours, co-workers etc. Survivors also include professional caregivers and mental
health providers whose client died by suicide.
The private event even featured the screening of The Journey, a new documentary on
survivors of suicide produced by the American Foundation for Suicide Prevention (AFSP).
The film shows how diverse groups of survivors cope with their loss and how they learn to
live a meaningful life again.

Plaster the Silence/ Wear a Plaster End the Silence Campaign (2015-2016)
SOS has partnered with TBWA Singapore to carry out the Plaster the Silence/ Wear a
Plaster End the Silence campaign as part of World Suicide Prevention Week. The #Howru
campaign encourages everyone to show support by wearing a black plaster on their inner
wrists. The aim of the plaster is to start conversations, once people see a black plaster on
others wrist, emphasising that the first step to suicide prevention is getting people to open
up about their feelings and their experiences.

Christine Wong, executive director of SOS, added that through the #howru plasters, SOS
wants to remind people to be attentive to the emotional well-being of their loved ones.

Suicide support

Available helplines in Singapore: Samaritans of Singapore (24-hotline), Tinkle Friend,

Singapore Association of Mental Health, Care Corner Counselling Centre, Mental Health
Helpline, Aware Helpline.

SOS is the most prominent suicide helpline, appearing as the top search on google when
one is searching for suicide helplines in Singapore.

46
Decriminalisation of suicide

In conjunction with World Suicide Prevention Day in 2016, gender equality group Association
of Women for Action and Research (Aware) called for a repeal of Chapter 16, Section 309 of
the penal code, which makes attempting suicide a seizable offence in Singapore. Those
found guilty can be fined, jailed for up to a year, or both. "Suicide is a matter for social
support and public health, not criminal law," said Aware's head of advocacy and research
Jolene Tan.

It quoted a 2014 World Health Organisation (WHO) study which states that no data or case-
reports indicate that decriminalisation increases suicides. In fact, suicide rates tend to
decline after decriminalisation.The study also noted that of the 192 independent countries
and states it looked at, only 35 had criminalised suicide.

Instead of punishing those who attempt suicide, Aware suggested measures such as
providing psychological first-aid training to police officers and setting up a specialised unit
within the police force that is specially trained to respond to suicide attempts.

47
Primary Research Survey

1. Gender

2. Age

3. Occupation

48
4. Do you think suicide is a widespread issue/concern?

5. Which age group in your opinion has the highest suicide rates?

6. From a scale of 1 to 10, how much do you know about suicide?

49
7. How many suicide cases do you think there is every year in Singapore?

8. Do you think suicide is preventable?

9. Do you think you have a role in preventing suicide?

50
10. What do you think are the most common problems/reasons causing suicide?
(Rank from 1-8 with 1 being the most common problem/reason)

11. What is your likely response when someone you know is suicidal?
(Pick as many options!)

- Talk them out of it

- Seek help from their loved ones
- Inform a teacher or counsellor
- Report to Samaritans of Singapore
- Ignore
- Others:

51
12. Do you know of someone who has suicidal thoughts/ has tried to commit suicide/
committed suicide?

13. Do you think the topic of suicide is widely talked about in Singapore?

14. Have you heard of Samaritans of Singapore(SOS)?

52
15. Would you participate in campaigns to spread awareness about suicide?

53
Tactics:

Social Media Content

54
55
Website (Pledging system)

56
Social Media Advertising

Social Media Platforms

57
Caption (for SOS social media pages):
Be A Samaritan. Understand Suicide. Make your pledge.
In Singapore, suicide claims more than one life a day. Its hard to talk about, but actions
speak louder than words.

The ILY hand sign originates from the sign language, a gesture that has become commonly
known to many. This sign is an informal expression of any of several positive feelings,
ranging from general esteem to love, for the recipient of the sign. We encourage you to
spread the love and positivity.

Be A Samaritan, make the pledge for your loved ones. At SOS, we believe that suicide
prevention is everybodys business, and require the combined effort of many. Make your
suicide prevention pledge at sos.org.sg and #BeASamaritan today!

Join us for a day of fun and awareness at our event happening on World Suicide Prevention
Day, Sunday 10th September at Scape from 11am-4pm. Follow Samaritans of Singapores
social media pages for entry to the event! Make the pledge online at sos.org.sg to get a food
discount voucher which can be used to purchase at on-site food stalls. Expect to see local
music performances and social media influencers doing their part to #BeASamaritan.

Share a picture with your ILY sign with #BeASamaritan.

#BeASamaritan is a suicide awareness campaign organised by Samaritans of Singapore. If

you need emotional support, call 1800-221-4444 or email pat@sos.org.sg.

58
Event Line Up/Schedule
TIMING DETAILS

11am Event commences

11.30am Directors speech (Director of SOS)

12pm Social media influencers/director of SOS pledge

Social media influencers will make the #BeASamaritan

pledge on stage
People can make the pledge on a post-it note wall in the
middle of event space

1pm Free & Easy

Public can mingle and walk around compound to purchase

food
Interact at exhibits and booths

2pm Sharing sessions of SOS volunteers/ suicide survivors

2.30pm Performance acts by local musicians

4pm Event ends

Door Gifts (Freebies)

59
Event Layout

60
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