children of the internet
TRANSCRIPT
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CHILDREN OF THE
INTERNET
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THE INVASION OF INTERNET
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SITUATION ANALYSIS
Choosing laptops over outdoor activities
Looking down instead of looking up
Sacrificing communication for mere connection
Trading experience for loneliness
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WELCOME TO THE WORLD OF TOMORROW
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OBJECTIVES
Successful campaign
Restrict the use of internet to an
hour per day
Cause a shift in attitude and behaviour
Convince government
body
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TARGET AUDIENCE
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SINGAPOREAN ‘MUM’
Working professional “Kiasu”
Work everyday Best education for her children
Career-minded Think they know what is best for their kids
Limited family time Maid-dependent
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POSITION STATEMENT
TO: Mothers, whose kids are of the age 0 to 10
WITH: the want to raise well brought up kids, who do the ‘right’ things
WE: Educate and inform the mothers about the ill-effects of the overuse of Internet
THAT PROVIDES: The platform to act on pressing issues
Because: We enhance the quality of modern day family lives
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KEY INSIGHTS
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MY BEST IS NOT ENOUGH
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GUILTY IF THEY DO NOT RAISE THEIR KIDS WELL
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LOSING THEIR INNOCENCE
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GROWING UP TOO SOON
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INTERNET MAKES KIDS SMARTER
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MAID 2.0
HOUSEKEEPER+
SECOND MOTHER
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WE PUT DIFFERENT MEANING ONTO THE SAME ITEM
AwesomeTime-travelling
machineNice car!
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WE LIKE DIFFERENT THINGS
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CAMPAIGN
“CHILDREN OF THE INTERNET”
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MY
IS IT TIME YET?
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I HAD A LOT OF THINGS IN MY LIFE.
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THE EARLIER YOU START THE BETTER FOR ME.
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I NEED ‘ME’ TIME.
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YOU CAN LEARN MANY THINGS.
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I NEED MY BEAUTY SLEEP.
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YOU ARE ENGAGED.
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I HAVE TIME FOR MASSAGE.
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THE HOUSE IS CLEANED.
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I HAVE MORE TIME TO SHOP.
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YOU HAVE PLACE TO VENT YOUR ANGER.
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WHEN YOU ARE TIRED.
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YOU ARE WELCOMED INTO MY ARM.
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HOW MUCH CLOSER CAN WE BE?
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PHASE 1 - ENGAGEMENT• OBJECTIVE :
DRIVE PEOPLE TO SOCIAL MEDIA CHANNEL VIA ADS
• STRATEGY :
• Asked Community to Contribute• Build a conversation and engage new members• Purchase Facebook ad leading to campaign Facebook page
• BRAND THE CAMPAIGN FOR SOCIAL MEDIA #DE
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LISTEN
Gather Feedback
• Personal• Media• Social media
Categorize feedback
Respond
If applicable React
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CRITICS , CHAMPION & BRAND ADVOCATES
Converting Critics into champions
Create Brand Advocates
• Learn• Educate• Participate ( talk about issues, share stories/lived
experience, share knowledge)
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PHASE 2 - ENGAGEMENT
Objective – Engage community, educate & empower people to educate
Create shareable content to increase virality of message
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Leverage expertise and knowledge to educate target audience
Create Awareness week .....................
Encourage and empower community to share stories.
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THANKYOU