1. CHILDREN
OF THE
INTERNET

2. THE INVASION OF INTERNET

3. SITUATION ANALYSIS
Choosing laptops over outdoor activities
Looking down instead of looking up
Sacrificing communication for mere connection
Trading experience for loneliness

4. WELCOME TO THE WORLD OF TOMORROW

6. OBJECTIVES
Successful
campaign
Restrict the use
of internet to an
hour per day
Cause a shift in
attitude and
behaviour
Convince
government
body

7. TARGET
AUDIENCE

8. SINGAPOREAN ‘MUM’
Working professional
“Kiasu”
Work everyday
Best education for her
children
Career-minded
Think they know what
is best for their kids
Limited family time
Maid-dependent

9. POSITION STATEMENT
TO:
Mothers, whose kids are of the age 0 to 10
WITH:
the want to raise well brought up kids, who do
the ‘right’ things
WE:
Educate and inform the mothers about the illeffects of the overuse of Internet
THAT PROVIDES:
The platform to act on pressing issues
Because:
We enhance the quality of modern day family
lives

10. KEY INSIGHTS

11. MY BEST IS NOT ENOUGH

12. GUILTY IF THEY DO NOT RAISE THEIR KIDS WELL

13. LOSING THEIR INNOCENCE

14. GROWING UP TOO SOON

15. INTERNET MAKES KIDS SMARTER

16. MAID 2.0
HOUSEKEEPER
+
SECOND MOTHER

17. WE PUT DIFFERENT MEANING
ONTO THE SAME ITEM
Nice car!
Awesome
Time-travelling
machine

18. WE LIKE DIFFERENT THINGS

19. CAMPAIGN
“CHILDREN OF THE INTERNET”

20. MY
IS IT TIME YET?

21. I HAD A LOT OF THINGS
IN MY LIFE.

22. THE EARLIER YOU START
THE BETTER FOR ME.

23. I NEED ‘ME’ TIME.

24. YOU CAN LEARN MANY THINGS.

25. I NEED MY BEAUTY SLEEP
.

26. YOU ARE ENGAGED.

27. I HAVE TIME FOR MASSAGE.

28. THE HOUSE IS CLEANED.

29. I HAVE MORE TIME TO SHOP
.

30. YOU HAVE PLACE TO VENT YOUR ANGER.

31. WHEN YOU ARE TIRED.

32. YOU ARE WELCOMED INTO MY ARM.

33. HOW MUCH CLOSER CAN WE BE?

34. PHASE 1 - ENGAGEMENT
• OBJECTIVE :
DRIVE PEOPLE TO SOCIAL MEDIA CHANNEL VIA ADS
• STRATEGY :
• Asked Community to Contribute
• Build a conversation and engage new members
• Purchase Facebook ad leading to campaign Facebook page
• BRAND THE CAMPAIGN FOR SOCIAL MEDIA #DE

35. LISTEN
Gather Feedback
• Personal
• Media
• Social media
Categorize feedback
Respond
If applicable React

36. CRITICS , CHAMPION
& BRAND ADVOCATES
Converting Critics into champions
Create Brand Advocates
• Learn
• Educate
• Participate ( talk about issues, share stories/lived
experience, share knowledge)

37. PHASE 2 - ENGAGEMENT
Objective – Engage community, educate &
empower people to educate
Create shareable content to increase virality of
message

38. Leverage expertise and knowledge to educate target
audience
Create Awareness week .....................
Encourage and empower community to share stories.

39. THANKYOU