Let's Swear NOT To Swear

SWOT - Strengths, Weaknesses, Opportunities and Threats - is all too familiar to me. It is a useful tool for the analysis of corporate crisis which I always use back in my Poly days.

It is a strategic planning method used to evaluate an organization and its environment. SWOT is also the first stage of planning and helps marketers to focus on key issues.

I wish to share an integrated campaign that I have done as my final year project in Poly. The objective is to reduce usage of vulgarities among our schoolmates in Poly. My group members and I decided to name it, "Let's Swear NOT To Swear".

Like most communication campaigns, our integrated campaign followed the cognitive-attitudinal-behavioural effects (awareness, attitude change, behavioural change), as mentioned in the readings this week.

The platforms used include the Internet (by having a Facebook group), creating a pledge for the youths to sign (as their promise to reduce vulgarities) and a reminder card for the youths who have signed the pledges.

A mascot, Bobo, is used throughout our campaign. We have created a story along with him, which started with him using vulgarities and being caught by the Anti-Vulgarities Squad (AVS). From the beginning, Bobo has a brown bag over his head as a punishment for saying vulgarities in public.

The story soon developed as the campaign progresses and Bobo eventually became a likeable figure where many would request to take pictures with him. All these pictures are posted up in our Facebook Group.

You can visit our Facebook Group here!

(Read before Week 3:
3. Theoretical Contexts - Marianne D Sison)