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An integrated communications campaign to strengthen family bonds through meals Topics covered: Campaign objectives, overview, tactics, finale event and value.
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The Real ReunionCampaign Overview
SUMMARY
BACKGROUND STORYToo busy for family meals?
PRE-CAMPAIGN SURVEYTotal respondents: 303 youths aged 18 - 25
Most frequently, who do you normally dine with?
Youths today are dining less with their parent(s) and more with their friends. There is a need to reconnect youths to their parents.
FOCUS GROUP KEY FINDING
Erin, 20, Chinese
TOTAL RESPONDENTS:6 youths of different ethnicity
ABOUT THE CAMPAIGNour purpose
BONDING THROUGH MEALSImprove parent-youth relationship
CULTURE-FREE & DAY-FREERedefine the notion of “Reunion Dinner”
TARGET AUDIENCE
PRIMARYYouths (18-25)
SECONDARYYoung Parents
TERTIARYGeneral Public
CAMPAIGN OBJECTIVES
INFORMATIONAL
To increase knowledge on the benefits family meals among target audience by 15%
ATTITUDINAL
To create a favourable attitude change in 20% of target audiences in having meals with their parents
BEHAVIOURAL
To influence 5% of target audiences to have meals with their parents more than twice a week
CAMPAIGN PHASES
PHASE 3:
Reaching out to the wider public
PHASE 1:
Generating interest, buzz and excitement
PHASE 2:
Engagement and participation
CAMPAIGN PHASE 1
CAMPAIGN PHASE 1Generate interest, buzz and excitement
Tips to bond over meals Shared family recipes Photo quotes
InfographicsInterviews and series of campaign videos
Articles & "findings on importance and benefits of family meals
Leverage on the International Year of the Family (IYF) to generate more awareness
PRIME MINISTER: LEE HSIEN LOONGInvitation to the NTU Ministerial Forum 2014
The Real Reunion team was invited to the event and our campaign was mentioned on stage by PM Lee.
OFFICIAL FACEBOOKThe campaign was also featured on PM Lee’s social media channels
INSTAGRAM & TWITTER
PHOTO QUOTES
PM LEE
I am happy that "The Real Reunion" team a t N T U
a r e d o i n g s o m e t h i n g t o encourage families
to bond over meals. A "Real Reunion" indeed
transcends race, culture and tradition. In this
International Year of the Family, let us cherish not
just festive holidays but also everyday moments
with our family, and our extended family too.
Photo quotes from youths as well as influential people were shared online to generate buzz and to lend a credible voice to our campaign
OPINION LEADERSParliamentary Secretary
Ministry of Social and Family Development
YOUTH BLOGGERTo raise awareness & share information
Text
Blog Post Link: http://bit.ly/1dZCXZQ
CAMPAIGN VIDEOSReunion Dinner Video Too Busy For Family Meals?
Our Journey Video Survey Findings Infographic
INTERVIEW VIDEOSWe interviewed youths & celebrities to share their thoughts on family meals
CAMPAIGN PHASE 2
CAMPAIGN PHASE 2Engagement and participation
1000 PostcardsMailed Instant Photo Booth
Campaign MessageAt End Of Each Stage
“Favourite Dining Moment” Photo Contest
OUTREACH LOCATIONS
BEHIND THE SCENESInstant photo booths with fun props were set up. Youths were also
encouraged to write a post card and invite their parents out for a meal.
More than 1000 postcards were sent out!
Backdrop
COLLATERALS POSTER
COLLATERALS BROCHURE
COLLATERALS POSTCARD
PUBLIC DISPLAY
Standees Event Backdrop
MOBILE APPLICATIONA food memory mobile game application for both Apple and
Android devices was developed.
Pop-up banner messages & key campaign messages were shown
FACEBOOK APPLICATION
Wishpond Application
Prizes For Photo Contest Proudly Sponsored By OSIM
CONTEST ENTRIES Families can submit their favourite dining moments and here are some of
the heart-warming entries.
More entries...
The photo contest attracted more than 41.9 thousand visitors over the span of a month
CAMPAIGN PHASE 3
CAMPAIGN PHASE 3Reaching out to the wider public
SCAPE BOOTH & FLASHMOB
CELEBRITIES
Daphne Khoo, Dasmond Koh, Aloysius Pang, Kimberly Chia & Xu Bin
Photo quotes and interview videos were shared to generate buzz
PARTNERSHIPSWe partnered with Milk & Honey Gelato to decorate the entire
cafe with our “Reunion Dinner” theme.
FINALE EVENT
FINALE EVENTThe Real Reunion Dinner (9th March 2014)
The team partnered with MSF in celebration of IYF to secure our Guest-Of-Honor and print coverage for the event.
GUEST-OF-HONOURParliamentary Secretary for the Ministry of Family and Social Development
Event speech link:
200 Attendees @ Blisshouse
CULTURE-FREE DAY-FREE
INSTANT PHOTO BOOTHPink Blue Photography
STAGE GAMES
7 FAMILY BLOGGERSPopular family bloggers graced the event & all followed up with a
dedicated blog post for our event
“We do not need special occasions to dine together.If we parents do not make an effort to dine with our young ones, how can we expect the kids to dine with us when they enter their teenage years?”
Andy Leewww.SengKangBabies.com
Top 10 Finalist of ‘Best Family’ category Singapore Blog Awards
“At the end of the day, having dinner together a family is not about having a sumptuous feast. Rather, it is feeling blessed to have your loved ones by your side and sharing the things that everyone loves together. And we do not have to wait for festive holidays to show much we cherish each other, for we can also do so everyday.”
Kelvin Angwww.Cheekiemonkies.net
Top 10 Finalist of ‘Best Family’ category Singapore Blog Awards
CAMPAIGN OBJECTIVES MET
Information
Attitudinal Behavioural
16%
35% 6%
CAMPAIGN VALUESponsorship
ADVERTISING SPACE
ADVERTISING SPACEMajor Dance Studios
MEDIA: TV
Good Morning Singapore Channel 8 Channel U
Other than going on radio stations to promote our campaign, we were invited to the 早安您好 morning show and The Real Reunion Dinner was
covered on both Channel 8 & Channel U.
MEDIA: RADIO
•UFM 100.3•Capital 95.8FM•Love 97.2FM•938 LIVE
MEDIA: PRINT
U-Weekly Hey! Magazine
MEDIA: PRINT
ShinMin Daily Newspaper
MEDIA: PRINT
Lianhe Zaobao TODAY
ONLINE: SOCIAL MEDIA
CAMPAIGN WORTH
$56,589 $268,994
$863,448 11,653,480
Keep Bonding Through Meals!