WiTHIN

Participants: Ashton Ng Jing Kai

Specific issue: Anorexia Nervosa in Singapore

Title of the project: WiTHIN

Outline of the project:
Contact local eateries and stores such as Starbucks, Mr. Bean and the Body Shop to incorporate messages on their packaging or plastic bags informing the public about the dangers of anorexia.
In the event if incorporating messages on packaging proves to be too expensive, then flyers could be put in plastic bags instead.
Advertise the problem and consequences of anorexia amongst girls in Singapore.

Aims:
Raise awareness amongst the public of the harmful causes and effects of anorexia, such as peer pressure and its nature of being a cultural fad.
Discourage the mainstream notion that outer beauty is of paramount and uppermost significance by emphasizing the danger of cultural fads.

Indicators of success:
Gain recognition of media, which is the standard success indicator for projects in Singapore.
Gain recognition from school.
Receive letters of appreciation from public.

Target audience:
Public (via flyers, posters and news coverage which is quite plausible in Singapore
Girls in Primary Schools as Anorexia has been known to start at the age of 10 (via presentations in school)
Girls in High School as competition for thinness and beauty is very common and rampant.

Scope:
Nation-wide, as successful projects in Singapore are almost always carried out on a nation-wide scale.

Duration: February 2010 to January 2011

Costs:
USD$500 (10000 flyers x 5cents)
USD$1500 (150 A0 posters x $10)
USD$200 (miscellaneous give-aways for advertisement)

Delegation of tasks:
A concept team comprising of the leader and the assistant leader that oversees the project.
A publicity team in-charge of advertisement (flyers, posters).
A corporate communication team in-charge of collaboration with sponsors or external organisations.

Feasibility:
A project on anorexia nervosa has been extremely well-known in 2008 but it was a passing fad that enjoyed nation-wide hype for two weeks. The founders of the project, however, cancelled the project after they received their project grade because they did the project in order to graduate. This suggests that the public is receptive but the project needs to be longer-lived. That project was featured on every radio channel and local news station, suggesting that an Anorexia project in Singapore is feasible.

Risk analysis
Qualitative – main risks:
Organisations and shops might not support the project.
The project might been seen as yet another passing fad like many others projects in the past and hence not taken seriously.
There might not be sufficient team members who’d be dedicated enough to commit to the project.
Quantitative:
There might be insufficient funds to publish the materials required for publicity (flyers/posters).

Risk management
Responses to main risks:
Make do with a smaller executive committee.
As long as the publicity is persistent enough, the project will be taken seriously.