WE GOT THIS

TitleWE GOT THIS
BrandWWF, TEMASEK FOUNDATION, GREEN IS THE NEW BLACK
Product / ServiceYOUTH SUSTAINABILITY INCUBATOR
CategoryA06. Not-for-profit / Charity / Government
EntrantGREY Singapore, SINGAPORE
Idea Creation GREY Singapore, SINGAPORE

Credits

Name Company Position
Aaron Phua Grey Singapore Creative Lead
Özkan Kusay Grey Singapore Creative
Eslyn Heng Grey Singapore Creative
Harshmeet Kohli Grey Singapore Creative
Ken Kaneko Grey Singapore Creative
Shalom Lim Grey Singapore Creative Intern
Hasif Ismail Grey Singapore Designer
Amber Tong Grey Singapore Designer
Rohit Nair Grey Singapore Account Lead
Sneha Basu Grey Singapore Account Service
Jayasree Chakravarty Grey Singapore Account Service
Shawn Low Grey Singapore Social Lead
Riq Hariz Grey Singapore Social Manager
Belle Cheng Grey Singapore Social Manager
Jashleen Kaur Grey Singapore Creative
Måns Tesch Grey Singapore Strategy Lead
Hui Shan Chin Grey Singapore Strategy
Cyrille Locatelli Grey Singapore Strategy
Beng Siang Teo WERQ! Studios Film Director
Toshihiko Miyamoto WERQ! Studios Animator

Why is this work relevant for Social & Influencer?

Our audience are the influencers themselves, to collectively launch more communities and spaces everywhere to be the climate change warriors that they could become. We welcomed 18-25-year-old English-speaking youth based in Singapore, South Korea, and Southeast Asia, who are sustainability geeks looking to become an influencer in their field. Be it an activist who wants to launch a micro-revolution, or an artist who wants to use their medium to spread the word about sustainability, or an innovator with an idea for a sustainable product, or an influencer who wants to step up into the sustainability world.

Background

We want to save ourselves living on this planet, but how do we get the attention of the entirety of Gen Z in an effective manner that differentiates from all the sea of sameness out there? How do we get our next generation of youths to want to lead the charge for driving true change for our planet? When it comes to reaching out to the youths on sustainability…There’s the Greta Thunberg way, that is doubt effective, but it is also destructive and angry. Often not smiled upon in many parts of Asia. With a budget of SGD$27,000, we were tasked to create a campaign that would spark an interest with Gen Z, and to achieve minimum 500 signups to our youth sustainability incubator program.

Describe the creative idea (30% of vote)

We created a peer to peer program that turns youths into sustainability advocates. By bringing youths together, to play a major role in this that is more constructive. A movement that brings together the generation of creators & doers for a digital-led climate activism. By acknowledging that this is the generation of doers; youths out there who are spending lots of time and effort making amazing things, to become even more amazing by including sustainability in what they do. We needed to create a brand voice that resonates with youths (not only those who are studious) the way the likes of Banksy and street culture brands resonate with them.

Describe the strategy (20% of vote)

Recognising that community activism in Singapore and Asia will look different from going on the streets to protest, we saw an opportunity to focus instead on doing, trying, testing and speaking up, building small wins one after another, the urgent need for marketing and storytelling to become a force for climate positivity. We encouraged them to do something for climate change like they would spending their time on youth things like making digital contents such as memes, ASMR videos, music, art and so on.

Describe the execution (20% of vote)

We created an aesthetic that exudes a raw, frantic, psychedelic, digitally hand crafted, do-it-yourself, and an always-in-beta look and feel that’s also contemporary, inviting and full of life. It’s like a modern, digital fanzine. We opted to not settle on a single type of font, and with an ever-changing logo. Modern, imperfect and almost organic. To the extend of overlapping some not so important words. With lots of things to explore, as if we’ve include hidden gems for our restless, energetic audience to discover. We knew we needed to make it in a way that doesn't feel like it came from an establishment, but something easy for them to replicate, and evolve into their own. Climate change is a serious matter, but that doesn't mean it always has to be grim, bookish, or ceremonious. This swagger enable us to reach out to a wider spectrum of audience among youths.

List the results (30% of vote)

Underneath the style is the substance of a 6-months practicum and mentorship incubator for sustainability doers and better world seekers to learn about climate and sustainability, innovation, conscious living and digital advocacy. Participants of the incubator learnt through skills-building, hands-on projects, industry mentorship, and purpose-driven career coaching. We brought on board international and national speakers, trainers and mentors, who are prominent movers and shakers in sustainability, to help youths realise their sustainability aspirations. What's valuable to our audience is that it provides youths with the knowledge, skills and tools to design and execute strategic sustainability advocacy campaigns on their chosen topic of interest and action to build and drive change in their own social advocacy following and community. Resulting in a 1200 signups in its first week, SGD$18.8k out of the given SGD$27k spent, 2.83 million people reached, spanning across 18 countries, over the projected 1 million.

Links

Website URL   |   Social Media URL