Special Olympics Singapore (SOSG)
Client Name
2020
Year
During the circuit-breaker period in Singapore, sporting venues were shut, games delayed, and competitions postponed. In a health crisis, sport isn’t considered essential. What happens to sports when we are socially distant? What happens to our sporting talent when everything is cancelled? We will fight back against the disease, but how do we convince the public to support sporting events?
THE BRIEF
Propose a live fund-raising campaign for a non-profit sports organisation, alongside a product or service to support the campaign to help the organisation raise involvement, participation and funding from the public as we re-start the economy in the midst of the COVID-19 Pandemic.
Case Film
PASS THE SMILE
PHASE #01
We will kickstart our campaign by releasing smiley face stickers and passing them to the tribe.
Rationale behind stickers: Majority of people worldwide are familiar with the usage of stickers as “tokens of accomplishment”; it is a product that brings about positive feelings. We want to spread this positivity to our tribe (who are also feeling gloomy due to the pandemic restrictions), for them to then pass it on to our intellectually disabled peers in society in order to establish interaction between them.
We chose stickers as a “platform” to pass a smile on as it is a tangible product which involves us physically passing this smile on to others; we are taking the extra mile to extend our hand to the community.
3-PART TEASER VIDEOS ON INSTAGRAM
After spreading some stickers around, we will post 3 videos which are teasers for our campaign, to hint to the public what the campaign is about. They will be an animation of a smile (our sticker) being passed around from one to another, to represent how we are passing smiles around the community.
FIND YOUR SMILE
PHASE #02
GIVING.SG PAGE LAUNCH
We made a stop motion video and banners for our Giving.sg page, to make it more dynamic and encourage the public to donate.
"RELATION" POSTS ON INSTAGRAM
They are content that portray our tribe and the Special Athletes in different scenarios (but with co-relating contexts) that they may be facing during the pandemic. This allows our tribe to relate and understand a little more about what the Special Athletes are feeling during this period.
Post 1: Video call with loved ones
Post 2: Studying from home vs Training from home
Post 3: Preferring to shop in person instead of online shopping vs Preferring to train with teammates in person instead of digitally
3-PART COMIC STRIP SERIES ON INSTAGRAM
They show how the smiles we pass around are helping to spread positivity as well as encouragement to the Special Athletes who might be feeling gloomy due to the current situation they are in. Our first two comic strips will show the two different methods in which the special athletes are receiving support from, through physically receiving the stickers from the community and donations that are made through the online platform giving.sg. We will finally conclude our campaign with the last comic strip that lets our followers know that their support and donations are making an impact on the special athletes during this tough period.
STORY TEMPLATES ON INSTAGRAM
Concurrently with the Instagram posts, we released Instagram story templates that allow our followers to create their own smiles as well as list down things that would bring a smile to their face. Viewers are prompted to tag their friends when they post the template on their instagram story, which helps to spread the news of our campaign to more people.
Overall, our templates are meant to engage our tribe and pique their interest towards our campaign through using games (the templates) as a “bait”, and is a fun platform that relates back to our tone of voice of being friendly, relatable & approachable.
SHINE YOUR SMILE
PHASE #03
SERVICE DESIGN: INTERACTIVE WEBSITE
It contains information about being a volunteer at SOSG as well as a forum page where volunteers share their stories about their experiences with SOSG. This will encourage donors and the rest of our audience to sign up as a volunteer to play a part in helping the Special Athletes further.
By Janna Caganap, Enya Tan, Krystal Tay, Nur Syahirah Bte Bahruddin, Adeline Chin