The big dollar rescue

• Main Authors: Chin, Yan Zhang, Gong, Rachel Hsien-Ying, Li, Zhengliang, Branson, Samantha Ann
• Other Authors: Wee Kim Wee School of Communication and Information
• Format: Final Year Project
• Language: English
• Published: 2014
• Subjects: DRNTU::Social sciences::Communication; DRNTU::Social sciences::Mass media; DRNTU::Social sciences::Mass media::Media planning; DRNTU::Social sciences::Communication::Promotional communication; DRNTU::Social sciences::Communication::Promotional communication::Integrated marketing communications; DRNTU::Social sciences::Communication::Promotional communication::Communication campaigns
• Online Access: http://hdl.handle.net/10356/59854
• Institution: Nanyang Technological University

The Big Dollar Rescue is a youth-for-youth advertising campaign for International Non-Governmental Organisation (NGO), Save the Children, by four final-year students from the Wee Kim Wee School of Communication and Information. Targeted at university and polytechnic students aged 17-26, it aims to show how much Singaporeans can do to help suffering children in emergency situations like Typhoon Haiyan and the Syrian Civil War, especially with the strength of the Singapore Dollar (Singdollar) today. This paper presents the primary and secondary research undertaken to guide the conceptualisation and development of the campaign’s strategies and tactics, as well as details of its execution and evaluation. Please refer to the appendices for inventories of all campaign collateral, including but not limited to: surveys, photo illustrations of all tactics, letters of certification and appreciation, and media clippings.