COM259: Evaluate the current state of suicide in Singapore and develop a creative brief for your proposed advertising campaign. Creative advertising and copywriting assignment

COM259: Evaluate the current state of suicide in Singapore and develop a creative brief for your proposed advertising campaign. Creative advertising and copywriting assignment

Module / Subject / School:

COM259 Creative Advertising & Copywriting

Singapore University of Social Sciences


Question 1
The Samaritans of Singapore (SOS) is a non-profit organisation dedicated to providing confidential emotional support to individuals facing a crisis, thinking about, or affected by suicide. In light of the spike in suicides in Singapore due to the isolation and psychological distress brought about by the Covid-19 pandemic, the SOS feels there should be more public
awareness of the services they offer.

As a start, evaluate the current state of suicide in Singapore. You are expected to conduct secondary research on this issue. Your evaluation should include:

  • A description of public attitudes towards suicide and which service(s) offered by SOS you want to highlight.
  • An understanding of the challenges that SOS faces in getting more Singaporeans to be more open about seeking help should one get suicidal tendencies or know of loved ones with suicidal tendencies.
  • An examination of a suitable target audience (in terms of demographics and psychographics) that your advertising campaign will focus on.

Word count: 1,200 words
(40 marks)

Question 2

  • Based on your evaluation from Question 1, develop a creative brief for your proposed advertising campaign. Your brief should address these questions:
  • What would you like your target audience to feel about the issue of suicide prevention and the Samaritans of Singapore?
  • What do you think should be the single most important key advertising message for this campaign?
  • What is your creative strategy in communicating this proposed key advertising message?
  • Why do you think this is an effective strategy?
    Word count: 500 words
    (20 marks)

Question 3
Create advertising copy for ONE print advertisement and ONE radio advertisement on suicide prevention. Do take note that the two advertisements should be aligned in terms of the messaging but should not replicate each other. The advertiser would be the Samaritans of

For the print advertisement

  • There should be a headline and body copy.
  • While the word count is flexible, the copy should not be too scanty/vague but also not too wordy/detailed (100-150 words).
  • You do not have to design the print ad.
  • However, do briefly describe what the proposed visuals would be like for this print ad (50 – 100 words).

For the radio advertisement

  • Decide if you want a slice-of-life, humour or testimonial approach for your radio advertisement (refer to Study Unit 2 of the Study Guide).
  • The radio advertisement should be 60 seconds long.
  • Include announcer, dialogue between two individuals, and sound effects where appropriate.
  • You do not have to submit an actual recording of this advertisement. However, do read the script aloud to ensure that it meets the time requirement of 60 seconds and is sufficiently “friendly” to the ears.
  • Please use the following example of a radio advertisement script to help you with the formatting of your advertising copy

SFX: Sound effects
V: Voice talent
A: Announcer
SFX: Restaurant ambience with elegant background music
V1: (snooty waiter) Hello, I’m your waiter, Surge. Here is our special menu.
V2: (customer who is anxious to eat) Does it include an Angus Double Steak and Cheese sandwich?
V1: (snooty waiter) No, you’ll have to go to Quiznos for that.
V2: (sounding more frantic) Argh, okay, bye!
SFX: Upbeat music
A: The new Angus Double Steak and Cheese Sandwich is now on the menu! But only at Quiznos! Treat your taste buds to a double portion of slow-roasted black Angus steak, topped with mozzarella and cheddar cheese, sauteed onions, mild peppercorn sauce. It’s double the steak! Twice the cheese!
V2: (customer sighs contentedly) Quiznos…m-m-m-m-m-toasty!

Word count: Approx. 500 words for both ads
(40 marks)

Include a word count at the end of the essay. Ten (10) marks will be deducted if your ECA exceeds the word limit. This word limit does not include footnotes, bibliographical references and appendices.

Please note that Questions 01, 02 and 03 are to be attempted sequentially. The evaluation (Q1) has to be made first to understand client and issue needs, and target audience identification. Then, based on Q1,  you will put up creative brief (Q2) which contains your conceptualisation and idea for your advertising campaign. Finally, based on creative strategy identified in Q2, you will put up ONE print advertisement and ONE radio advertisement (radio script) (Q3).

What we score:


Our Writer’s Comment 

This assignment tests students on their understanding of the concepts.

Based on the assignment requirements provided, here are some comments to help students score well on this assignment:

Question 1:

  1. Comprehensive Evaluation: Conduct thorough secondary research on the current state of suicide in Singapore. Provide a description of public attitudes towards suicide and select a specific service offered by SOS that you want to highlight. Demonstrate a clear understanding of the challenges that SOS faces in encouraging more Singaporeans to be open about seeking help for themselves or their loved ones. Finally, examine and identify a suitable target audience for your advertising campaign based on demographics and psychographics.
  2. Effective Research and Analysis: Ensure your evaluation is well-researched and grounded in credible sources. Use relevant statistics, surveys, and studies to support your points. Analyze the data to draw meaningful insights about public attitudes, challenges, and the target audience. Consider local cultural, social, and psychological factors that influence perceptions of suicide and seeking help.

Question 2:

  1. Emotional Impact and Advertising Message: Develop a creative brief for your advertising campaign. Clearly state what you would like your target audience to feel about the issue of suicide prevention and the Samaritans of Singapore. Craft a single key advertising message that resonates with the audience and addresses the campaign’s objective effectively.
  2. Creative Strategy: Explain your creative strategy for communicating the key advertising message. Consider the tone, style, and approach that will effectively engage the target audience. Justify why you believe this strategy is effective, drawing on relevant theories or examples from the field of advertising.

Question 3:

  1. Print Advertisement: Create compelling advertising copy for a print advertisement. Include a headline and body copy that effectively communicates the message of suicide prevention and the role of the Samaritans of Singapore. Strike a balance between being concise and providing enough information to convey the intended message. Briefly describe the proposed visuals to enhance the understanding of the print ad’s concept and design.
  2. Radio Advertisement: Decide on the approach (slice-of-life, humor, or testimonial) for your radio advertisement. Develop a script that effectively communicates the message within the 60-second time limit. Incorporate appropriate sound effects, announcer dialogue, and any other elements that enhance the effectiveness of the radio ad. Ensure the script is clear, concise, and appealing to the listeners’ ears.

General Tips:

  1. Academic Prose Style: Write in full grammatical sentences and use an organized paragraph structure throughout your responses. Avoid bullet points or incomplete sentences. Maintain a clear and coherent flow of ideas.
  2. Word Count and Limits: Adhere to the specified word count for each section. Include a word count at the end of your essay. Deductions may occur if your response exceeds the word limit.
  3. Use Credible Sources: Ensure that your research and analysis are based on credible sources, including reputable studies, surveys, and relevant course material.

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