Don’t Paiseh by TP Diploma in Communications & Media Management

Main Aims

  • Raise awareness on the importance of neighbourliness.
  • Remind youths that they don’t have to feel awkward or embarrassed around their neighbours.

Target Audience

Youths aged 18-25 staying in HDBs

Seed Kindness Fund Island Seed Kindness Fund people on island

Project Methodology

  • Social media campaign that lasted 10 weeks, showcasing day-to-day situations that youths can relate to.
  • Convey key messages in a funny and light-hearted manner through the use of videos, GIFS, infographics and posters disseminated through Facebook, Instagram and YouTube.
  • Interactive Contests organised through Facebook and Instagram.

May 22nd: Campaign starts (Kindness Day SG)

May 27th: Video #1 released

June 10th: Contest #1 starts

June 13th: Contest #1 ends

June 17th: Video #2

July 1st: Contest #2 starts

July 8th: Video #3

July 22nd: Contest #2 ends

July 30th: Campaign ends (Kindness Day SG)

Outcomes of Project

Garnered a total of 145,000 impressions from the various mediums of outreach across 3 platforms.