WEB301 Green Plan 2030 TMA Report: Engaging Singapore’s Youth for a Sustainable Future through Online & Offline Communication Strategies, Singapore

Instructions:

Students should consult the specific requirements of Assessment 1A and Assessment 1B when considering the information in this client brief as set out in the Unit Guide (UG) and directly address the criteria required.

The Unit Coordinator will be the contact point for any clarifications regarding this client brief.

The following information is for Assessment 1A: The Reverse Client Brief and Assessment 1B: The Final Client Report and Assessment 2: Online Tactics.

Students should NOT contact the client directly.

Introduction to Singapore Green Plan 2030:

Source: https://www.greenplan.gov.sg/

The Singapore Green Plan 2030 is a whole-of-nation initiative to foster sustainable development in Singapore. It sets forth clear and ambitious targets for the next decade, reinforcing our dedication to the
UN’s 2030 Sustainable Development Agenda and the Paris Agreement.

The Green Plan is a significant step towards achieving long-term goal of net zero emissions by 2050.

This video introduces two key drivers of the strategy: GreenGov.SG and Green Citizenry.

1. GreenGov.SG focuses on the public sector’s commitment to net zero emissions around 2045, greening buildings and vehicles, reducing waste, and boosting solar energy.
2. Green Citizenry involves every Singaporean in sustainable actions, emphasizing collective environmental responsibility. These initiatives together aim to build a greener, more liveable Singapore, with a focus on practical, impactful actions across all levels of society.

WEB301

Client Brief

The Green Plan is spearheaded by the Ministries of Sustainability and the Environment, National Development, Education, Transport and Trade and Industry.

The Green Plan comprises 5 pillars that will touch all aspects of our lives:

1. Resilient Future
2. City in Nature
3. Sustainable Living
4. Energy Reset
5. Green Economy

This movement aims to transform Singapore into a greener and more sustainable city.

Status: The Green Plan charts ambitious and concrete targets over the next 10 years, strengthening Singapore’s commitments under the UN’s 2030 Sustainable Development Agenda and Paris Agreement, and positioning us to achieve our long-term net zero emissions aspiration by 2050.

SOURCE: Unit Coordinator, on behalf of the client. The client has one major pain-point that warrants
an effective outcome:

• The Green Plan 2030 Singapore (GPS) is not widely discussed in the community. There is, however, discourse around climate change and concerns related to the future of our world. To be effective and to meet its goals GPS needs to be part of this conversation; to improve its visibility and communications making GPS more widely understood by a wider audience specifically adults aged between 18 and 35*.
• The desired outcome is therefore to engage with and to sizably impress upon this target group that this strategy will drive environmental change to the betterment of all Singaporeans – residents and visitors and address issues already impacting their lifestyles – with their input.
• More importantly the outcome can be achieved if the target audience can find ways to actively participate at a government and a community level; to have input and drive change so that that goals and objectives of GPS can be realized, and new ideas generated and put in place.

The client has several communications aims which include a willingness for:

• A content strategy optimizing its existing webpage and making it widely accessible to the target audience as well as researching existing channels of communications online and offline – effectively updating the campaign to improve communications, content ideas relevant to and from the target
  audience.
• Position the image of the GPS to groups other than the five government agencies already onboard – fostering these potential partnerships and inviting content and participation.
• Propose publicity ideas to promote the organization to potential new partners fostering these relationships creatively. Improve engagement with existing and new stakeholder groups through appropriate web-based communications platforms.

*This target audience is a mix of Gen Z (aged 12-27) and Millennials (aged 28 -43) but it is an age group already making adult and lifestyle choices due to climate change.

[OFFICIAL]

GPS faces several communications challenges:

• GPS urgently needs more effective ways to engage with a wider range of community groups, and stakeholders to foster communications and share messages about GPS specifically to the nominated target audience.
• The client also wishes to regularly inform the community about progress through other web communications channels building on website communications and existing on-line platforms.
• GPS acknowledges it needs to develop new partnerships with nongovernment organizations to build on and complement the existing relationships established with the five ministries detailed on the website. Input by the target audience is therefore vital for its success.
• GPS seeks more ways to raise awareness of the SGP and employ effective communications strategies to communicte messages effectively. It is seeking recommendations to improve these communications.
• There is also an urgent need for creative ways to harness existing offline communications so that the target audience sector not engaged online can be aware of the aims of SGP and contribute meaningfully – these communications need to complement any information shared on the webpage and increaseaudience reach.
• Therefore, SGP considers that they need an offline and online communications strategy that is a) sustainable, b) relates to their aims and objectives to meet the 2030 deadline and c) continually builds fiscal support.