SINGAPORE, JUNE 2011—XM/JWT Singapore and the Singapore Children’s Society have set out to encourage working parents to spend more time with their children through a new interactive campaign, called “Welcome to My World.”
The idea is based on insights revealing that despite working parents’ busy schedules, they still spend a lot of time on Facebook connecting with others during office hours—friends, relatives and even people they hardly know. Ironically, the ones whom they spend the least time connecting with are their children.
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The idea is brought to life through an online Facebook application http://apps.facebook.com/sgcsapp.
At the beginning of ‘Welcome to My World,’ everything seems like a cheery and harmless interactive quiz. After identifying their child on Facebook, the application poses a set of questions that are related to their child—such as what is your child’s favourite movie, who’s their role model and so on—with the answers being derived from the child’s Facebook profile.
“For most working parents who have not checked out their child on Facebook, simple questions suddenly become tricky,” said Gerard Lim, Managing Partner, XM-Asia. “At the end of this unexpected exercise, the application shows these parents how they’ve performed. To some, what seemed like a simple game quickly becomes a reality check; but they can right the wrong in just one click to their child’s profile page.”
“Useful innovation need not be complex or gimmicky,” said Valerie Cheng, ECD XM/JWT Singapore. “It comes down to identifying a ‘human need’ that exists in our world today and using technology to create a product, not ads, that address this problem simply and also appropriately for the brand.”
Alfred Tan, Executive Director, Singapore Children’s Society said, “As Children’s Society embarks on using the new media for greater outreach to the community, we are glad to see companies like XM Asia putting in their creativity and time to promote awareness for social causes. We hope other creative agencies will follow their lead and help non-profit organisations leverage on new technologies.”
CREATIVE CREDITS
Agency: XM/JWT Singapore
Product Name: Welcome To My World
Client: Singapore Children’s Society
Project Name: Welcome To My World
Chief Creative Officer: Jun Fukawa
Executive Creative Director: Valerie Cheng
Art Director: Roy Lim, Benjamin Qwek
Copywriter: Norman Chua
Producer: Arnel Aguinaldo
Account Executive: Gerard Lim
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