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Integrated Marketing Communications
Photo of Caloric Literacy Campaign
Caloric Literacy Campaign
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Caloric Literacy Campaign

Integrated Marketing Communications

Project Title:
Caloric Literacy Campaign

Course
Diploma in Media and Communication

Industry Partner:
MEC

Team Members
Kudzu:
Ng Jing Wen Mallorie, Melissa Phay, Materson Khoo, Pearlyn Chua, Zulhimi Bin Mohamad Kamuradin
Blackswans:
Tan Wei Lin Zoey, Law Sher Ting, Shellvia Valentina, Victoria Liew, Glenda Tan

Description
The Health Promotion Board (HPB) is a statutory board under the Ministry of Health (MOH) of Singapore. It was established in 2001 to act as the main driver for national health promotion and disease prevention programmes, with a vision to build a nation of healthy people. Through healthcare programmes and initiatives, and working closely with other organisations operating in the healthcare ecosystem, their goal is to help Singaporeans better manage their health and in turn reduce the burden of disease and rising healthcare costs for the nation. One of the key campaigns that fall under the Nutrition pillar of Healthy Lifestyle Marketing is the Caloric Literacy Campaign.

The main objective of this campaign is to educate Singaporeans on the recommended daily intake of calories – 2200 calories for men and 1800 calories for women. The aim is to encourage them to be more aware of their food and beverage choices as well as to better manage their consumption on a daily basis and ultimately to develop more healthy eating habits.





Photo of Danger of buying health products online
Danger of buying health products online
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Danger of buying health products online

Integrated Marketing Communications

Project Title:
Danger of buying health products online

Course
Diploma in Media and Communication

Industry Partner:
Health Science Authority

Team Members
Class 03:
Carrie Leong An Ting, Tan Yuan Li Cheryl, Felicia Chia Sze Yah, Ivy Hau Jia Yi, Malcolm Goh Khee Hean, Teo Xu Kai Matthew, Melissa Ang Jia Min
Class 04:
Mok Kai En Megan, Phay Bao Yu Melissa, Nur Ashiqin Binte Jaffar, Chan Yew Kang Esmond, Ahmad Imran Bin Azhari, Tan Wei Lin Zoey, Wong Wai Siang

Description
Shopping online has steadily gained popularity over the years and Health Sciences Authority (HSA) has been observing a steady rise in the number of parcels containing health products being shipped onto local shores. In a study conducted by HSA in 2008, it was discovered that nearly two-thirds of online purchases of health products were counterfeit, adulterated or substandard. Health supplements made up the majority of these purchases, with prescription medicines a close second.

The World Health Organisation (WHO) has also highlighted the increasing concern of counterfeit or adulterated medicines in many countries. Undeclared potent ingredients may cause possible adverse reactions and drug interactions with other medicines, which can harm consumers’ health and well-being.

As a consumer, cheap bargains and enticing offers that they find online are hard to resist. But illegal online sellers do not disclose much information about their product (e.g. the source, conditions which they were manufactured or stored), and that lack of information is a danger.

Objectives of the FYP campaign:
1. Raise awareness for consumers to recognise dangers of online purchase of health products
2. Remind them to always buy their health products from established sources. Do not buy from unknown and dubious websites. If unwell, always consult a healthcare professional on their condition.
3. Educate consumers to visit HSA website to learn more (healthdangers.com)



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Tackling trash in mass events
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Tackling trash in mass events

Integrated Marketing Communications

Project Title:
Tackling trash in mass events

Course
Diploma in Media and Communication

Industry Partner:
National Environment Authority

Team Members
Class 04:
Ng Jing Wen Mallorie, Melanie Woo Si Qi, Nurul Asyiqin Binte Musta’ein, Chua Wen Xuan, Leong Yan Shan, Wang Shi Yun Ember, Tsaur Sheng Jia
Class 05:
Natasha Tan,Glenda Tan, Cassandra Chan, Thng Hui Teng, Chong Joo Xuan, Ho Jone Lum

Description
“Singapore hosts large scale events, such as the Laneway music festival, SEA Games, National Day Parade, New Year countdown, River Hongbao and Chingay, that attracts tens of thousands of attendees including youths. After these events, trash is left all over the event grounds.

Mass events become mess events.

Rather than being a clean city, Singapore is a cleaned city. Littering is prevalent because of a reliance on an efficient army of cleaners, lack of ownership of public spaces, and people’s tolerance of littering behavior.

Objectives of the FYP project:
1. Make the issue of littering personal – raise awareness for target audience that they are responsible for keeping the place clean.
2. Educate target audience to trash their litter
3. Interest target audience to remind others and become advocates”



Photo of The Importance of Public Cord Blood Banks & the Need for Cord Blood Donation
The Importance of Public Cord Blood Banks & the Need for Cord Blood Donation
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The Importance of Public Cord Blood Banks & the Need for Cord Blood Donation

Integrated Marketing Communications

Project Title:
The Importance of Public Cord Blood Banks & the Need for Cord Blood Donation

Course
Diploma in Media and Communication

Industry Partner:
SCBB

Team Members
Class 01:
Pei Xin Yi, Tho Jing Wen, Ong Jia Min, Herliana Sarah Pua , Nur Fazira Binte Hussin, Nur Fikha Binte Yahya
Class 04:
Audrey Ling Yan-Hui, Chua Yong Ying Pearlyn, Yeo Jia Yu Clement Luke, Grace Lee Jia En, Tow Ying Si, Kasstoori D/O Chandra Mohan

Description
Over the last 10 years, in order to build up Singapore Cord Blood Bank’s (SCBB) Public Cord Blood inventory, efforts were targeted specifically at the Medical/Healthcare Community and expectant parents. Often, expectant mothers are referred by friends, relatives, obstetrics and gynecology (OG) doctors, OG clinics and even from the private cord blood banks. However, it is also due to the same aggressive and extensive marketing and promotion by the private cord blood banks that have made expectant parents research into cord blood banking to make a more educated and informed decision. This means that awareness of SCBB is low and typically expectant mothers (and fathers) are made aware of SCBB only when they are pregnant.

However, given the many considerations and emotions parents-to-be face during the pregnancy period, interest and consideration of SCBB are low and de-prioritised behind the needs of their incoming baby.

Many parents are not given the complete information about the usage of cord blood for Blood Stem Cell Transplantation for themselves or family. During an emotional time, many parents are pressurised into storage of the cord blood for themselves and their family for a cost (with private cord blood banks). Many parents are not aware of cord blood donation and would have donated instead of stored their cord blood for themselves.

Objectives of the FYP campaign:
1. Generate awareness of SCBB
2. Increase understanding of SCBB and what they do
3. Consider taking action – either donating when the time calls for it, or telling prospective parents about it.