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            This proposal aims to increase
awareness amongst the current youth for Willing Hearts’ mission, which is to
provide support for the underprivileged, the needy, as well as other marginalised
members of society through various social media campaigns. In addition to that,
having a partnership with Cooking Mama, to release a game based on the commemorative
cookbook (“Willing Hearts 10th Anniversary”) that was published.



Willing Hearts has limited success in terms of outreach towards youth,
specifically. The publicity efforts of Willing Hearts have been aimed towards a
general audience, limiting the particular interest garnered from youth. Our social
media activity is rather stagnant, and that is not beneficial as most youth
engage in social media activity. Thus, we are missing out on an outlet where a
further reach to youth is available.


The social media activity of Willing Hearts has been passive and limited.

We have been primarily post on Facebook (WillingHeartsSingapore) amongst the
other social media that is used, which is not very effective as it does not
fully cover the platforms that youth are on. We have not promoted the
commemorative cookbook enough on our social media pages, and that limits the
exposure of the campaign.


In order to increase awareness about our organisation, here is a list of
actions that can be taken. A series of campaigns on social media and other
outlets, which would help increase traffic on relevant social media pages.

Starting with re-applying the social media campaign that was started for us by
Saatchi & Saatchi (#bored), as well as start a YouTube channel, where we
will be able to post personalised videos from the organisation, and reach a
more targeted audience. Secondly, a partnership with the creators of the game
Cooking Mama, where we can promote the commemorative cookbook. Through the
game, we can also raise awareness of the organisation and donate to help them
as well. Finally, #FindTheIngredient, which is an advertisement where the user
would see the advertisement and they would realise how the unfortunate are
unable to acquire the basic ingredients, and urge the user to go down to
Willing Hearts and lend their services to us. This proposal aims to increase
awareness amongst the current youth for Willing Hearts’ mission, which is to
provide support for the underprivileged, the needy, as well as other marginalised
members of society through various social media campaigns, as well as
partnering with Cooking Mama, to release a game in conjunction with the
cookbook released.



Willing Hearts is a Non-Government Organisation (NGO) that targets a wide
range of audiences, including people of all ages (Willing Hearts). Our
organisation has always been targeted to people of all ages, and we accept
volunteers from all walks of life, regardless of age as well. Therefore, our
publicity outreach has to be very broad and general, and that brings with it
the consequence of not having much of a personalised message to different age
groups. Willing Hearts’ social media presence is not prominent. We have a
Facebook, Twitter, and Instagram page, but not a YouTube channel, and these
platforms are not regularly updated. This is not beneficial for our cause,
since a low level of social media activity would not gain much interest amongst
youths for our cause. Our following on our Twitter (WillingHeartsSg) and
Instagram (willingheartssg) accounts are considerably low as a whole as well.

This can be attributed to the stagnant activity on the two social media
platforms. On the other hand, the organisation’s social media standing on
Facebook (WillingHeartsSingapore) is considerably higher than on our Twitter
and Instagram. However, that being said, the traffic on Willing Hearts’
Facebook is made up of mostly middle-aged people. We do not have that many
posts on our feed by youths.


Willing Hearts’ have very limited campaigns to promote our organisation
and our cause. For example, Willing Hearts released a commemorative cookbook for
their 10th anniversary (“Willing Hearts 10th Anniversary).

This cookbook features recipes by renowned chefs in Singapore. The funds from
this cookbook would go into covering the cost of the utilities used at Willing
Hearts, and also to promote awareness for our organisation. Willing Hearts has
done a social media campaign as well, which was managed by the advertising
company Saatchi & Saatchi (#bored). This was the social media campaign “#Bored”.

This social media campaign has made use of the platform Twitter to help us get
more volunteers and spread the word about our organisation. We searched for the
hashtag “Bored”, on Twitter, and found Singaporeans who were bored and had
nothing to do, and we responded personally to the tweets where we invited them
down to volunteer and help out.


Problem / Potential

Willing Hearts has a very low presence on our social media platforms.

This hinders our outreach to the youth demographic and would make it more
difficult to elicit responses from them. Willing Hearts’ social media pages are
sorely lacking in terms of activity and presence. According to a study of
Singaporeans and their social media activity by Rock Publicity (“The State of
Social Media in Singapore”), Singaporean youths have high traffic on YouTube
and Twitter as well. However, Willing Hearts’ social media activity does not
have enough social media output on those platforms to congruently reflect what
Singaporean youths actively use. Our Facebook page is the most active amongst
the three, but it is not the most optimal to have all our social media activity
on one platform. On the subject of social media platforms, our Twitter (WillingHeartsSg)
account was last updated in August 2014, and our Instagram (willingheartssg) on
December 2016. This is not a boon for us, as youths typically gravitate towards
new media platforms, and we could have seized that opportunity to make ourselves
more prominent on the platforms that youths are more active on.  Willing Hearts has not utilised available
social media platforms to its fullest extent. Following the fact that we do not
regularly post updates on most of our social media platforms, and we do not
have a YouTube channel either, which would be beneficial in spreading the word
about our organisation, through promotional videos and partnerships with other


Willing Hearts’ recent campaign about our 10th anniversary
commemorative cookbook (“Willing Hearts 10th Anniversary”) could be
potentially more successful if we had made full use of their social media
platforms to advertise it. After the “#Bored” campaign was launched by Saatchi
& Saatchi for Willing Hearts, there was a surge of volunteers who went down
to offer their time to help the underprivileged. Willing Hearts’ publicity was
upped because that campaign had made use of social media that was popular
amongst our audience. However, after that campaign was had ended, our regular
updates on Twitter came to a halt, which was where the campaign had taken
place. Seeing as how the “#Bored” campaign had led to much success in terms of
spreading awareness of our organisation to people who would otherwise be lazing
their day away, our organisation could pick up this campaign again and apply it
to all of the social media platforms that we have.



Firstly, Willing Hearts could increase the traffic on our own social
media outlets, especially those that are popular amongst youth. Willing Hearts
can reapply the “#Bored” campaign to our existing social media platforms. This
way, we can pick up more followers on our Twitter and Instagram accounts, as we
are utilising the platform that more of the current youth generation are using.

Also, since our Facebook page is the more successful social media platform that
we have, we should make use of that platform and reach out to more people using
that hashtag. This move would help us reach out to more youth, as we would be
using the language and platforms that youth use regularly. Thus, according to
the Cumulative Effects Theory (Dominick), social media users, in this case,
youth as our target audience, would see this campaign going on, and although it
might not have immediate effect, with repeated exposure to this campaign, the
user would become more interested in the campaign and actually check out the
website and the likelihood of them going down to volunteer would increase. Following
that, Willing Hearts can start a YouTube page as well. There, we can put up
promotional and informational videos for our organisation, as well as do weekly
features of our volunteers, covering topics such as why they choose to
volunteer and what they have taken away from the experience. This would
increase awareness for our organisation as it is another social media outlet
that is frequently sought after by youths.


Secondly, Willing Hearts can partner with the creators of the game
Cooking Mama, and come out with our very own version of Cooking Mama, local
edition. Since Willing Hearts is an organisation that mainly helps the
underprivileged, the needy, as well as the marginalised by providing them with
meals, we can come up with a cooking app where we can incorporate the recipes
that were featured in the commemorative cookbook in the game. We can even
demonstrate alternatives for the ingredients used. For example, some
alternative ingredients for vegetarians. Another feature that can be
incorporated is that in the game, there can be some fun facts for the player to
read when they are waiting for the game to load. These fun facts can include
how the underprivileged are not able to afford basic ingredients such as rice
and oil on a daily basis. These would have a more resounding effect on the players.

Using this impact, the Willing Hearts’ symbol can be prominently placed in the
game so that players know that it is in partnership with Willing Hearts. They
would be more inclined to go to the Willing Hearts website to find out more
about how they can help the underprivileged after reading the few fun facts. This
game can be made available as a Facebook game, so that players can share the
game with their friends. This could also help in getting funds for our
organisation. For instance, for every level cleared by 100 people, 100kg of
rice would be donated to Willing Hearts by the creators of Cooking Mama. This
would spark interest in people and would naturally help to gain publicity,
especially if made available on a social media platform.


Thirdly, Willing Hearts could come up with an interactive advertisement called
#FindTheIngredient that runs on social media platforms such as Instagram and
YouTube. This advertisement would be 10 seconds long, where it would display a
variety of ingredients and have the user find the proper ingredients needed for
a certain dish. If they get the ingredients correct, there will be a pop-up for
the commemorative cookbook will appear, as well as a link to volunteer at
Willing Hearts. Using this advertisement, the users are aware on the
ingredients that go into making a simple dish. When they are finding the
ingredient, the price for each ingredient would be shown as well. After the
user finishes the advertisement game, they would be notified about the
statistics about how the underprivileged and the needy are not able to afford
these basic ingredients on their daily lives. This would spur them to
sympathise with the unfortunate.



The partnership with the creators of the game, Cooking Mama is the most
viable amongst all the campaign ideas. This is an interactive medium whereby
the audience are able to interact with part of what the organisation is about,
and it helps in donating to the organisation as well. Also, making it local
edition would get more attention, as locals would be more interested in making
dishes that they usually eat, or see often in their home country. Also, since
this game is to be released on Facebook, the game would spark interest on the
online community, and since there is where most of Willing Hearts’ social media
activity, it would be a good place for us to start as well.


The move to increase traffic across all social media platforms that
exists holds little promise of success. Since our traffic on the other social
media platforms are low, and Facebook is already established as the main social
media platform being used, it would be wise to continue using it as our primary
social media platform, as our primary audience base has been set on Facebook.

Trying to build up our other social media platforms would require more time and
does not guarantee profit in terms of user traffic on the other sites. This
move could be incorporated into the game campaign, where the other social media
outlets are marketed into the Cooking Mama game, which has the potential of
increasing efficiency of promoting the presence of the other social media
outlets without it being a stand-alone campaign on its own.


The advertisement campaign of #FindTheIngredient does not guarantee
profit in terms of awareness for our organisation. Social media users tend to
always skip ads, or pay no attention to them. This would not bode well in terms
of gaining popularity, and it does not promise that the audience who are exposed
to this will consider going down to Willing Hearts even after they complete the
entire game, as they might have more things on their hands, and that will end
up with wasted resources on the campaign. Since this campaign does not tie in
with any trends, or anything that has been raved about on social media, the
target audience, youths, may not find it interesting and would not pay any
attention to it. This campaign is not much of an original idea, and youths
these days look for original content. Then again, on that notion, youths deem
original content valid and interesting if it has an element of fun. This is not
entirely beneficial, since focusing on the element of fun would divert the
focus of the entire campaign, which is to raise awareness about Willing Hearts,
and have more people go down and volunteer.




Work Cited


Volunteer with Willing Hearts.” Saatchi
& Saatchi, 23 May 2013,

Accessed 25 Jan. 2018.


Dominick, Joseph. Dynamics
of Mass Communication: Media in Transition. 1983. Patterson, 2013.


“The State of Social Media in Singapore” Rock Publicity, 20 Nov. 2012, Accessed 21 Jan. 2018.


Willing Hearts,

Accessed 17 Jan. 2018.



“Heads up, everyone! Our soup kitchen is now located at 11 Jalan Ubi Block 6
#01-51 Kembangan-Chai Chee Community Hub Singapore 409074 :)” Twitter, 1 Aug. 2014, 7.13pm,

Accessed 17 Jan. 2018.



“The holiday season is great…” Instagram, 28 Dec. 2016, Accessed 17 Jan. 2018.


Willing Hearts. Looking for help at the kitchen. Facebook, 24 Jan. 2018, 3.26pm, Accessed 17 Jan. 2018.


“Willing Hearts 10th Anniversary
Commemorative Cookbook” Willing Hearts, Accessed 18 Jan. 2018.





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