V A L E R I E CECILIA
an aspiring media practitioner
STRING POSITIVITY
As part of a team of six, String Positivity was an integrated PR proposal pitched to SKM. Our proposal was selected to be presented to SKM - unfortunately, while SKM liked our ideas, another team from our class won (industry related).
Led by our capable team leader Febby, Akansha, Dawn, Nicholas, Phinkeaw and I worked together to propose our ideas to SKM. My role was the design executive. My main jobs were primarily design - to design and produce all of our marketing collaterals and design the layout of our presentation slides. Besides design, I helped my teammates with other aspects of the proposal (e.g. research and analysis).
One of the marketing collaterals I designed for our campaign for pre-publicity. The design was a simple, clean piece with our theme colours.
String Positivity was a campaign that my team and I developed and proposed to Singapore Kindness Movement (SKM). Our campaign was based on the theme “positivity” that we hoped to pass on to our audience. Both locals and foreigners were our main target audience as we felt that both parties were equally important (especially with Singapore being a multiracial country).
SKM had noticed that tension was steadily rising between the two parties because both sides did not understand each other. There had been many cases whereby one accused another, one giving the other dirty looks and more. As the number of foreigners living in Singapore increased, it was crucial that both the local and foreign communities got along well and lived harmoniously.
As such, String Positivity was borne of the hopes to spread positivity between the two communities to encourage a cohesive society.
Another of our marketing collaterals I designed for our campaign for pre-publicity. This one used a visual to tie multiracialism to our campaign message on positivity.
Click on the icons below to download a copy of our campaign proposal and implementation plan.
