Title | WE GOT THIS |
Brand | WWF, TEMASEK FOUNDATION, GREEN IS THE NEW BLACK |
Product / Service | YOUTH SUSTAINABILITY INCUBATOR |
Category | A06. Not-for-profit / Charity / Government |
Entrant | GREY Singapore, SINGAPORE |
Idea Creation | GREY Singapore, SINGAPORE |
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 |
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.
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.
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.
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.
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.
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.
Website URL | Social Media URL