Day 1 Class: Tiffany. Ginny. Leon. Sharon. Sakina.

Why Be A Criminal
When You Could Be...
#IAmNotACriminal
#YouCouldBeA
 Our Target Audience
According to our survey results of 200 responses…

- Most common crimes? Shoplifting, Rioting,

Trespassing
- Why? Just for thrills, Peer pressure, To feel cool
- Prefer listening to...Humorous ads
- Mostly use...Social Media, Television

(*Respondents were made up of teenagers aged 13-19 years)

How this
is relevant
to our
campaign?
 Since Youths commit crime just for the thrills/to
feel cool...

We want to make them think of better alternatives that

are out there than committing crimes.

Since Youths prefer funnier/relatable campaigns...

We will be giving our campaign a humorous angle so

that it will resonate in their minds.
SMART OBJECTIVES
To get at least 20, 000 youths aged 13-19, to
be aware of alternatives available to
committing youth crimes, through our
campaign, at the end of 6 months.

To get at least an increase of 10% likes and

shares per post on Facebook in the duration of
6 months.

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 Our Campaign
Offer youths some alternatives instead of just telling them consequences that
they already know, in very unusual methods.
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 Shoplifting

- A “Deals” Application - When the user turns on their

location, the app alerts them of deals nearby

- An “Aunty” character would be advising the user in

the app

- This gives users an alternative to stealing as they

are able to get discounts on goods, and promotional
thrill-seeking activities
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*Would not require SPF to personally collaborate with merchants, but would just compile any available existing deals around Singapore
Trespassing
- Scary Stickers will be given out to property owners
at the roadshow, available at police centres

- Stickers will be lenticular, will contain alternatives

at the bottom

- Funny promotional video will be released

- This will scare off trespassers, and if they come back

to take a closer look, they will see the alternatives
You could be doing this
at the bottom instead:
1. 8
 Don’t Anyhow Trespass!

Hidden Camera Prank Style Video. Watch what happens when some trespassers are
surprised with guests of their own.
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Rioting
- “Real-life” riot will happen → People will be challenging each
other to a fight on twitter, and this will get a lot of buzz

- The “Riot” will turn out to be a game battle (A video will be

released showing the “fight”, and later showing other
alternatives e.g. video games)

- SG Influencers will be tasked to “show interest” in the fight

(Retweet/Like/Share/Comment)

- This shows viewers alternatives to fighting, and gives a

funny plot-twist 10
 RIOTING 101

2 students are fighting over a petty issue through Twitter. Soon, the fight goes viral,
and the students decide to meet and settle the argument once and for all.
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Challenges + Solutions

The talents don’t turn up during the We should always have back up
day of filming actors ready during the day of filming

People might take the “rioting” Should not leave an impression that
situation seriously and might call the the one party is going to physically
police hurt the other

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Posters - sOCIAL mEDIA
- 2 posters a week, giving out a new alternative to
specific crimes in each poster while linking back to
the deals app

- To be pushed out on SPF FaceBook and Instagram

- This will help us gather awareness from our existing

followers as well as garner new followers who
might be interested in the campaign

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Posters - oUTDOORS
- Interactive posters where people choose which side
they prefer to be

- If they pick one side, alternatives to the crime will come

up and the results of what most people chose will be
shown. Then will give instructions to download app.

- To be shown around poly/sec sch bus stops, orchard

- This will help make people aware about the campaign

and gives them a chance to make the right
choice/engages with them 14
The Mobile Roadshow
- To introduce the campaign, the campaign collaterals,
deals app, give out stickers, showcase a cash cube with
attractive vouchers, goodie bags

- To go around all 5 polytechnics, certain secondary

schools (1 per zone), and around scape*

- This will help us gather awareness from our intended

audience by going to locations that they frequent

- Roadshow can help to attract journalist for

pr/publicity 15
The Mobile Roadshow
HOW TO ATTRACT THE PUBLIC TO ENGAGE WITH
ROADSHOW:

1. Sign up on the spot to download the app, and

they can have a chance to play the Cash Cube and
grab vouchers

2. Free goodie bag collection when they walk thru

the roadshow

3. Interactive posters and promotional

collaterals can attracts youths

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Media Plan Sponsored posts Instagram: Ave. price is $300
Social Media - Instagram
- Facebook Facebook: $10 per post

30 second ads aired three times a Cost: $1,000 x 3 = $3,000

Television week. 12 X $3,000= $36,000

Two ads will be aired on Monday and Timings: Mon, Wed & Sunday
Wednesday at 8.30 pm, and another (8.30 p.m)
one will be aired during commercial
break on Crime Watch.

4 panel ads will be up at popular MRT
Out-of-Home stations like Orchard, Somerset and
Dhoby Ghaut
$180 - $250 per panel weekly rate
$250 x 4 = $1,000
$1,000 x 13 = $13,000
$13,000 x3 = $39,000 17
Budget Breakdown Item Breakdown Cost

Media Plan OOH= $39,000 $76,290

TV= $36,000
Social media=$1,290

Social Media Influences Sponsored tweet: $500 each $2,000

Videos Professional video production $5,000

team: $5,000

App Development An app that will be available for $50,000

both android and apple users
(Product Hunt)

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Budget Breakdown Item Breakdown Cost

Stickers Lenticular stickers printing $7,000

Mobile Roadshow SCAPE* rental: $3500 $200,000

(@ 5 polys and SCAPE*)
Manpower: $50/pax (20 staff
in total)

Equipment and other set-up:

$15,000

Goodie Bags/prizes: $180,000

Grand Total: $340,290 19

Campaign Timeline START OF
CAMPAIGN
1 Mar 18
Mobile Application to be released, Posters to be up on outdoors

R @ RP
R @ Scape &
Release of
Rioting Video
R @ NP 1/5/18
1/4/18
R @ SP &
Release of
R @ TP Rioting Video
1/6/18 1/7/18

R@
NYP
R - Roadshow 1/8/18 CAMPAIGN
END
30/8/18 20
Evaluation
● Survey
○ Conduct questionnaire to check if people can recall our campaign
● Social Media Analytics
○ Monitor the number of likes, views and shares over time, as well as
engagement on the posts
● Number of downloads for the app
○ Rating number for the app
○ Comments on the app

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Thank You
Any Questions?

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References:
● https://www.ukessays.com/essays/criminology/why-do-young-people-commit-so-many-crimes-criminology-essay.
php

● Singapore Police Force Annual Crime Brief 2016

● https://www.msf.gov.sg/research-and-data/Research-and-Data-Series/Pages/Research-Series-Juveniles--Youths-A
t-Risk.aspx

● http://howmuchtomakeanapp.com/estimates/results

● https://www.novatise.com/how-much-does-it-cost-to-build-a-mobile-app-in-singapore/
● https://www.scape.sg/wp-content/uploads/2016/06/VenueRateCard.pdf

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Appendices

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Appendices

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Appendices

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