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ITE College Central (Bishan Campus)

Higher Nitec In Business And Services (Events Management) April 2011

Module: Public Relations (Elective) OA 49190 Exhibition: Are You T.A.F Enough? (Obesity Awareness Exhibition)

Prepared for: Mrs Jean Yeo Prepared by

IEV Siti Salha Abdul Razak (9) Nurashiqin Abdul Latiff (12) Charmaine Teh Ngai Hoon (17) Harinalee Draman (4)

Contents

Contents Cover Page

Content Pages 1

Content Page

Organization Introduction

Event Introduction

Programmes Layout

Brief Description of Stakeholders

6-8

Official Sponsors

Budget Allocation

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Role-Play Script

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SPLENDORAS ORGANIZA ION


SP E SP E t l AS AS i f l tt i ti l l i f ti t t i li i t i t t lt l

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Co-Founders Hierarchy
Sponsorship department
Shiqi

Public Relations department

Salha Vice President

President

Hari a
Finance Executive

Charmai

R&D Executive

Logistics F&B

Human Resource department

Executive Summary

Introduction Obesity is defined as a condition of excess body fat and is associated with a large number of debilitating and life threatening disorders. That is why it is a major concern for the Singapore population. However through research conducted, estimated that there are more than 300 million obese people worldwide. Singapore obesity rate has increased rapidly over the years. The plan of the Public Relation Obesity Exhibition/Conference focused on raising awareness and help defeat the number of obesity in Singapore. On one hand, this exhibition serves to inform every generations the danger that they could face if they dont prioritise their h ealth and put it on stake. Since the age range for the target public is polarised from as young as 2 years old to over 60 years old the exhibitions strategies and tactics will be divided into three major groups, with the first using electronic media (online, digital information channels or social networking such as twitter, Facebook or YouTube) to attract younger age group, more conventional promotional material such as pamphlets/booklets/brochures utilised for the second group and newspapers as it reaches all level of people with different races (Strait Times, Today, Berita Harian, Lianhe ZaoBao, Tamil Murasu) Lastly, enable advertisement through the live broadcasting. This is though Radio Channel; 98.7Fm. This is t o attract people who are mostly drivers who will be driving around the area. A large part of the exhibition will be allocated to website development and print media such as brochures and flyers and newspaper printing and s pace section. Media monitoring through the online/digital channels wil l also be used as an outgoing method to assess the exhibitions direction.

AIMS T

Establish twitter and Facebook profiles by the end of September 2011, and subsequently have at least 20 followers on Twitter, 100 friends on Facebook by August, 2011. Support recruitment effort by local members in their community by providing resources and update material. The target is to reach out for new public by the end of every month and to determine commitment of 5 members through follow up activity. Building a stronger online existence by expanding and developing social networking sites so that online membership enrolment of information is more accessible. The target is to increase traffic flow to these online sites by the end of August, 2011. Creating section in newspaper regarding the updates of the exhibition. The target is to enable to reach out to all publics (old and young) which are incapable of using the technology.

SWOT Analysis

We have foreseen and analyze the Strengths, Weakness, Opportunities and Threats.

Strengths

Weakness

The social networking will be able to give a lot of useful information and updates. We have well known artist and chef to boost publics to our exhibition.
Opportunities

Some publics may not get the information to their fullest. (Problems such as incapable of using the technology, illiterate, etc)
Threats

Online and digital channels are available. Twitter and Facebook can all be use to expand the publics society online presence, and specially appeal to the 18 35 demographics

With clinical advancement of technology, most publics may not be willing to come to the exhibition. They have the mindset that they could perform surgery to avoid obesity (Liposuction, Slimming Centre, etc)

Exhibition details

Title: Are you T.A.F (trim & fit) Enough? Venue: Suntec City Convention Hall 4A Date: 29 th October 2011, Saturday Time: 1100hrs 2000hrs Theme: Indoor Carnival Exhibition Exhibition Objective  Create awareness about obesity to the general public  Inform the public about the dangers of obesity  Educate the public on how to counter attack and prevent obesity and also health issues related to it  Motivate and inspire that it is not too late to start being healthy Target Audience     Overweight and obese individuals Individuals who would like to learn more about their health Families with related health issues Students on excursion

Research and Situational Analysis

This exhibition seeks to spread knowledge and messages about the current state of obesity in Singapore and is helpful as it enable establish publics cu rrent awareness of Singapores weight issue that has been increasing. Studies have revealed that the national obesity rate in Singapore has risen to 10.8% in 2010, up from 6.9% in 2004 (Straits Times, 25th Nov 2010) It also helps get a feel of the publics attitudes towards the exhibit, hence give an impression of exhibitors company public image. In short, the situational analysis helps answer the questions such as:
y y y y

What is Obesity? Why are overweight and obesity a problem? Where has the latest obesity data come from? How is obesity measured?

From information research through questionnaires, a majority of general public eat at Fast Food Restaurant on a frequent basis almost every day. Most of them realise that they need to take care of their health, despite that they still refuse in lowering the intakes of junk food. They did not understand the full scope of why this exhibition is organized as they thought that it is only for weight issues people. This exhibition that we are planning is generally for all aspects of public groups.
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Strategy

The driving strategy for this exhibition will be position to advertisement in Newspaper as being benefits to call for publics to attend. (Publicise on getting free goodie bag for the early birds) This main approach is to get the publics attention of the exhibition. From there, we will spread the target public with a very good understanding, and then, to ultimately ask them to continuing be our members so that we could keep them u pdates.
Tactics

Since the age group for the target public is spread over a wide range, different information channels will be required for the different groups. For the 18 35 age groups, social networking sites will be utilised extensively to build a strong online presence and to develop diverse relationship. The main social networking sites to be used are Twitter and Facebook. They will be linked together as the organisation website, with each serving a different purpose. Twitter will be used to provide timely updates on what is going on during the exhibition and the programs and to monitor chatter enquiry regarding it. Facebook will be used to establish relationships with the current publics that attend the exhibition and new publics which are intereste d in attending the exhibition. We will be using the electronic media to create a PDF format brochure which could be easy for the 24 hours publics who are online. For the 35 plus age group, updates and notices in local newspapers will be provided as well as through brochures. Most local newspapers have a healthy lifestyle/living section where organisations can list events that are happening during the week or month. This will be taken to advantage as we will encourage publics to bring along relative/friends/families to the exhibition. Lastly make a live radio announcement to attract people who are on the nearby area.
Activities Aimed at the E xhibition

 Healthy Kit
Everybody who visits the exhibition can get this goodie bag. The kit includes:      a Start Exercise Right booklet a Eating & Cooking Healthy booklet SHAPE Magazine a SOY JOY nutrition bar a NIKE towel
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a bottle of VITAMIN WATER a packet of XANDO meal replacement

 Live Radio Broadcast on 98.7FM


This broadcast will be live from 2pm to 4pm on the day of the exhibition. Radio DJ Vernon. A will be bringing live feedback from the hall to all that is tuning in on radio. This way it might attract more visitors who are nearby the area.

 Mass Workout
There will be one session where all the students on excursion and the public participants get to learn the correct ways of exercising by FITNESS FIRST instructors. It will be published on a large mega screen in the hall.  Local Celebrity Chef Cooking Workshops The host of Live to Eat, local celebrity chef, Chef Sally Lah will be organizing a cooking and eating workshop for interested participants. There will be a total of 2 workshops on that day. There will also be live demonstration on putting toge ther a simple healthy meal.

 The App Booth


A booth will be at the exhibition. With all the different methods of learning nowadays, the new way to stay healthy is with the help of simple devices to help you remind to eat right and stay healthy. The differe nt apps include:     Calorie Count List of healthy food shops nearby Recipe of healthy alternative to cook with Light exercises

This exhibition is supported by the following bodies.

Vision and Mission


Championing a healthy nation with our people To live well, live long and with peace of mind. Innovative and people centred organization, committed to medical excellence, promoting good health and reducing illness, and to ensure that Singaporeans have acc ess to good and affordable healthcare that is appropriate to their needs.

Values
     

Dedication Excellence Professionalism Integrity Care & Compassion Teamwork

Our goal is to increase the quality and years of healthy life and prevent illness, disability and premature death. HPB implements programmes that reach out to the population, specifically children, adults and the elderly. These programmes include health and dental services for school children, Breast Screen Singapore, AIDS Education Pro gramme, Cervical Screen Singapore, Childhood Injury Prevention Programme, Mental Health Education Programme, National Myopia Prevention Programme, Physical Activity, National Smoking Control Programme, Nutrition Programme, Osteoporosis Education programme, Workplace Health Promotion Programmes, HPB Online, HealthLine, Health Information Centre and Healthzone. New programmes will also be initiated over time to address health concerns among the community.
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National Resuscitation Council Singapore


oals
  

To act as the coordinating body representing major groups involved in the teaching and practice of resuscitation To promote unity and standardization in resuscitation practices To provide direction, national policies and guidelines for teaching and pract ice of resuscitation

To attain these goals, NRC performs the following roles:


             

Promotes CPR skills in the community Provides CPR training guidelines based on current science and set to international standards Serves as the national accreditation body f or all cardiac life support training programs in the country Sets priorities for promotion of cardiac life support activities in the country Co ordinates country wide CPR training programs Maintains a registry of available CPR programs, training centres and key personnel Promotes interest in CPR activities amongst residents in the country Acts as a resource centre for knwoledge and advice on the science of Resuscitation in Singapore Sets national resuscitation guidelines for all cardiac life support p rograms Provides a forum for discussion of all aspects of resuscitation Gathers and collates scientific information regarding resuscitation techniques Provides an advisory service regarding techniques, equipment, teaching methods and teaching aids Fosters research into methods of teaching and practice of resuscitation and pursues the development of standards of training Establishes regular communication with other bodies with similar objectives both in Singapore and overseas

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Vision
To be renowned organisation at the leading edge of medicine, providing quality healthcare to meet our nations aspirations.

Mission
The National Heart Centre Singapore is dedicated to providing excellence in healthcare as the national and regional referral centre for cardiovascular disease through cost effective and best care possible at the best value. This will be achieved through our clinical services, teaching, research and training.

Core Values
     

Compassion Integrity and Openness Respect Commitment Collegiality Professionalise

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Offi i l

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Budget Allocation
Budget Public Relations 3 days worth of exhibition work Media monitoring services via Singapore Press Holdings (newspapers, etc) Separate website development for updates/information (Twitter and Facebook) Printing and Services (Brochures, poster and layout, etc) Set aside additional printing Reporters/cameraman $27,000 $800 x 3 = $24,000

$0.00 (Free Registration online)

$200 (800 pcs) x 3 days = $600 $400.00 $35,000

Budget Special Guests Guests of the Press Conference $2,000 x 2 = $4,000

Budget Miscellaneous Setting up the booth/Contractors/AV/AC Venue rental Staff Food and Beverages Logistic Total $10,000 $900 x 3days = $27,000 $5,000 $3,000 $9,000 $145,000

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Press Conference Venue: Suntec City Convention Centre Charmaine: Media Person Shiqin: Chairman of SPLENDORAS Harina: Dr Lee from NUH Salha: Spokesperson for MOH

Shiqin: Thank you all for coming to this press conference on OBESITY. My name is Ms Shiqin, Chairman of SPLENDORAS. For todays event, there are 2 guest speakers with me today. On the far right is Dr Lee from National University Hospital, and the one next to me is Ms Salha, spokesperson for Ministry of Health. Please feel free to ask any questions. Thank You.

Hi, Im Charmaine from Singapore Press Holdings (SPH), my Media (Char): first question is, why are you organizing this event? CEO (Qin): Firstly, SPLENDORAS is a non-profitable organization that aims to promote health and create awareness of health problems of everyday living in the modern world so people can lead better lives. The co -founders of the organization were previously slightly -overweight patrons of the modern world. After a random health screening, one of them was diagnosed with Hyperlipidemia and it caused a life -threatening scare. The co-founders congregated and made a pact to enhance their lives. With the positive outcome of their hard work, this had inspired them to create awareness of the prevention and management of obesity and other related health conditions to the public.

Media (Char):

Besides from Why, What is this event about?

CEO (Qin): This event serves to inform every generations the danger that they could face if they dont prioritise their health and put it on stake. Like the saying goes No money can buy health. The next question will be for Ms Salha. So Ms Salha, other Media (Char): than the general public, is MOH going to offer this event to schools and other government bodies? MOH (Lala): Yes indeed. MOH will be persuading all schools from primary to tertiary levels, Ns Men who are individually obese and lastly Food Centres.
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You may be asking, Why food centres? Basically, w e aim to educate them more on healthy food and action to carry out this campaign. We also encourage them to paste the stickers like less gravy more vegetables at their respective food stalls. Media (Char): campaign? Is it going to be an annual event or is it apart of a national

MOH (Lala): I can say it is part of national campaign as the objective is to educate, inform and create awareness to the public in Singapore. Media (Char): necessary? My question for DR Lee is, do you think this event is

Dr Lee (Harina): Yes, I do think it is necessary as you can see; the numbers of obese people in Singapore are increasing together with the number of fast food outlet. For example, fast-food is convenient food for people from all ages, working adult to students. Hence, people turn to the fast food restaurants for food which they think is ok to consume frequently as they are not aware of the consequences of becoming obese. Obesity is defined as a condition of excess body fat and is associated with a large number of debilitating and lifethreatening disorders, so therefore, we have to educate and bring this issue up to the people. Media (Char): What are the illnesses related to obesity? Can you give us a few examples? Dr Lee (Harina): Some of the health issues or illnesses are High Blood pressure, hypertension ,High blood cholesterol, Diabetes Type 2 , Congestive heart failure , Heart disease ,Stroke Media (Char): event! Thank you so much for the answers, looking forward to the

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