The Plastic Problem - WE ARE AT WAR I had to frame a new narrative to approach this as the overuse of plastic is still prevalent, despite many efforts to help reduce the use of it. My target audience were the Singaporean men as they are the ones who seem the most indifferent about any type of situation.
Singaporeans tend to like marketed messages that were more locally relatable and also things that had more comedic value. The use of social media is the go-to for social cause these days. Keeping the video under one-minute to fit the restrictions of Instagram and still be able to post on Facebook.
Drawing similarities to that of a Singaporean Man(Target audience) who has completed National Service but fighting a different enemy- plastic. Continuing the connection with the Singaporean context of post #OperationReadyDate #ORDLO on social media and changing it to fit my narrative.
It is a battle against convenience.
They know our weaknesses,
They know our strengths.
We know they are bad for us,
But they know we need them.
We need to fight back,
We need to protect our land.
Help us fight against the use of plastic bags and spread the cause. #OperationReusableBag #ORBLO #ShoppingBagOrder #SBO .
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"Got my new tote bag, gonna use it tomorrow #ORBLO"
