identifying the amount of smile images they have on their. Facebook and Instagram. The app then directly links to the donation page of Smile. Asia, pe...
Problem Cleft lip is not a disease, people can’t get infected in their life span, which means, if one was not born with it, one could never related to the struggles it brought, could never know the value of a smile.
Challenge How can Smile Asia put people in the shoes of cleft lip patients and through that gaining mass awareness on the organization, the syndrome and raise fund from across different groups of age, gender, or demographic?
Insight An organization would always gain full attention when it publicly sabotages the use of something given.
SOLUTION
THE VALUE OF A SMILE The idea is to put people through a journey to experience how it would take for just to smile by taking away their simplest expression - the smile.
CHANNELS
PR
Since Smile Asia has been creating smiles from its beginning, we will collaborate with Singaporean government to publicly announce Smile Asia’s ownership on everyone’s smiles. Which makes any uses of smiles from anyone on any media will be charged. We then let the press and the people to give opinions on the controversial announcement for a few days.
Now you have to pay just to smile BREAKING NEWS
CHARGE TO SMILE?! You can’t smile in your selfie anymore You no longer own you smile BREAKING NEWS
BREAKING NEWS
VALUE OF A SMILE
SMILE ASIA ANNOUNCE OWNERSHIP OF “SMILES”
CHANNELS
Smile Asia will then reveal it was just a PR stunt as to put people in the state of mind of people who have cleft lip. Frustrated, confused, angry of the value they have to pay for just a basic expression. We also announce the Smile Asia Week at this point.
Now you know the value of a smile to cleft lip patients - The Smile Asia Week is now
CHANNELS
Smile Calculator Following is the release of the Smile Calculator on Facebook. An app helps calculate the money one can donate by identifying the amount of smile images they have on their Facebook and Instagram. The app then directly links to the donation page of Smile Asia, people can buy the cake here, or donate any amount of money they want.
4000 SMILE CALCULATOR Hey Jen, we notice your smile balance hit S$4000 now, would you like to donate now?
DONATE & VOLUNTEER
BUY THE CAKE
CHANNELS
Snapchat In the same time with the Smile Calculator launch, we also release the Cleft Lip filter on Snapchat. The filter helps generate a narrative animation promote for the Smile Asia Week.
TRY TO SMILE SMILE ASIA WEEK
MAY 2-5 2017
saw2016.smileasia.org
CHANNELS
Th is sm
Jo
This smile worth $5
ww in th w.sa e m ile w w2 om or 016.s en th milet with $5 asia. us org
Th is sm
Joi
ww n the ile w.s aw momewo 201 rth 6.s nt wit $5 mil eas h us ia.o rg
Join the moment with us
$5 worth us smile ent withia.org Thisthe mom.smileas Join .saw2016 www
This smile worth $5
Join the moment with us
www.saw2016.smileasia.org
This smile worth $5
Join the moment with us
www.saw2016.smileasia.org
This smile worth $5
Join the moment with us
www.saw2016.smileasia.org
www.saw2016.smileasia.org
Offline We will have stickers place on poster, print-ad, billboard that have model smiling to suggest the other brand donate their royalties for smiles to us as an invitation to join our movement.
This smile
Join
www.sthe mom wor aw20 en th $5 16.sm t with ileas us ia.org
$5 orthith us ile went wasia.org smm om.smile e This in th 2016 Jo w.saw ww
CHANNELS
Website We will turn Smile Asia website into the hub of information about “The value of a smile” and about our cleft lip patients.
12,046 smiles collected
SMILE CALCULATOR
CHANNELS 4000
Consumer journey
SMILE METER
Smile Calculator
SMILE ASIA WEEK
MAY 2-5 2017
saw2016.smileasia.org
Cleft Lip Filter BREAKING NEWS SMILE ASIA ANNOUNCE OWNERSHIP OF “SMILES”
Smile Asia announce ownership of smile
Now you know the value of a smile to cleft lip patients - The Smile Asia Week is now
This smile worth $5
Join the moment with us
www.saw2016.smileasia.org
Smile Asia Week annouce
BREAKING NEWS SMILE ASIA ANNOUNCE OWNERSHIP OF “SMILES”
