The Ministry of the Environment and Water Resources (MEWR) Designated 2019: Comms Campaign Planning Assignment, Singapore

Comms Campaign Planning Assignment 3

The Ministry of the Environment and Water Resources (MEWR) designated 2019 as the Year Towards Zero Waste. In relation to that, the “Say YES to Waste Less” campaign was aimed at driving awareness of the impact of excessive consumption of disposables and the need to avoid their use when possible. With the main campaign message, “Make the Right Choice.
Choose Reusables”, consumers were encouraged to take simple actionable steps to reduce their impact on the environment by choosing reusables instead of disposables.

Assume that you have just joined the MEWR team. You are now tasked to evaluate 2019 “Say YES to Waste Less” campaign as well as design the campaign message for 2020.

Question A: Prepare a Strengths, Weaknesses, Opportunities and Threats (SWOT Analysis)for the “Say YES to Waste less” campaign in Singapore. In your analysis, identify the target audience and conduct secondary research specific to the issue of the Reduce, Reuse and Recycle culture in Singapore.

For Question A please refer to https://www.towardszerowaste.sg/ and https://www.cgs.sg/sayyes/homefor more details about the campaigns. The research involves finding and analysing information from third-party sources such as market research reports, company websites, news articles and other sources, you will be required to discuss this research and cite your sources.

Question B: Design the “Say YES to waste less” campaign message for 2020 based on Mattson and Lam (2016)’s five aspects of developing persuasive messages.

Your campaign message (One image with text copy) should be accompanied by textual explanation and justification of the image. The justification for the proposed campaign message design should not be more than 500 words excluding references. The aesthetics of the campaign message image IS NOT IMPORTANT, but the IMPORTANT part is how well you evaluate and justify your design. All sources must be cited and properly-referenced.

Question C: After designing the campaign message, you are now ready to disseminate this to target audiences. You are required to develop a proposal to select appropriate media platforms for the campaign. Consider traditional and new media in your proposal and discuss the advantages and/or disadvantages of these media platforms in relation to your campaign.