The Great East Japan Earthquake &

Tsunami
Photo Exhibition
Evaluation Report
By:
Melody Leong, Gabriel Goh, Rachel Gabuyo Yee, Nur
Maisarah Shamsudin, Nur Nadya Bte Zulkifi, Soh Jia
Min, Charmaine, Raulinder Singh, Marco Li


1.
2.
3.
4.
5.

Introduction
Key Message
Objectives
Target Audience Analysis
Communication objective

6. Interactive Marketing Tools

7. Timeline
8. Evaluation
9. Key Learnings

Introduction
To commemorate the 5th anniversary of the Great East Japan earthquake and
tsunami and
the 50th anniversary of Singapore-Japan bilateral ties (SJ50) in 2016, the Singapore
Red Cross (SRC) is presenting the following in March 2016:

A commemorative photo exhibition, with fringe events (cultural)

A series of 6 video documentaries
A photo book

The exhibition, photo book and documentaries will showcase SRCs early recovery,
rebuilding
projects in Fukushima, Miyagi and Iwate, as well as human interest stories of
survivors who
benefited from the projects contributed by the people of Singapore.

Themes:

RESILIENCE,
COLOURS &
JOY.

Key Messages

Key Messages

1.Highlight the impact of contributions made by the

People of Singapore in improving lives of those
affected by the twin disaster
2.Showcase the collaboration with RP and highlight the
personal experiences of student photojournalists
involved in the field trips and projects
3.Showcase the resilience of the Japanese having
recovered from the Great Eastern Japan Earthquake
and Tsunami

Objectives

Objectives

1.To achieve 80,000 to 100,000 exhibition visits

per location
2.To achieve 60,000 total unique views across six
documentaries on Youtube
3.To raise awareness on the severity of the
tragedy that took place five years ago through
the exhibition
4.Showcasing how Japan has recovered over the
years

Evaluation of 1st objective

Exhibition Visits
We are unable to get a clear, accurate number
on the number of total visits across all
exhibitions held
Thus, it is unclear whether we have met the
objective of 80000-100000 visits per location

Evaluation of 2nd objective

There was only a total view of 861 across the

six documentaries on Red Cross YouTube
channel
Thus, it did not meet the objective of it getting
60,000 views

Evaluation of 3rd objective

No measureable way to measure the

awareness raised by the campaign
Thus, it is unclear whether we have met the
objective

Evaluation of 4th objective

Japans recovery post tsunami was showcased

through various exhibitions visits as well as
through a mini documentary series that was
released on Youtube
Thus, it met the objective of showcasing how
Japan has recovered over the years

Target Audience Analysis

PRIMARY AUDIENCE
Target Audience Analysis (Singaporeans & PRs)
Demogr
aphics

Singaporeans
and
Permanent
Residents
17-65 years
old
Male and
Female

Psychog
raphics

Concerned
about
humanitarian
causes all
around the
world
Finds

SECONDARY AUDIENCE
Target Audience Analysis
(Red Cross Members & Donors)
Demog
raphic
s

Singaporeans
and Permanent
Residents
18 to 65
Male and
Females

Psycho
graphi
cs

Concerned
about
humanitarian
causes all
around the
world
Finds fulfillment
in donating to

Target Audience Analysis

Most of the people attending on that day were

either families with children, foreigners or middle
aged locals.

Communication Objectives

Overview of ALL Social Media Activities

Platform

Activities

Red Cross &

RP Facebook,
Instagram &
Twitter

#1: DID YOU

KNOW Facts

Red Cross &

RP Facebook
(Main
Platform)
Instagram &
Twitter
(Publicity)

#3: Video
Interviews with
Journ students

Overview of ALL Social Media Activities

Platform

Activities

RP Instagram

#4: #throwback
to Japan in 1
Day

Red Cross Facebook

(Main
Channel)
Instagram &
Twitter
(Publicity)

#2: Online
Contest

Red Cross -

#6: Live

Analysis of Social Media Activity #1

#DID YOU KNOW Facts
executed only on the
Singapore Red Cross
Social Media Pages, and
not RPs social media as
proposed

Responses for the Social Media Competition (Activity

#2)

The contest was not much of a success as there was not much
response from the public
There were only 7 answer in response to the different social media
competition

Analysis of Social Media Activity #4 & #6

This were the 2 post/activity that were not executed
Platform

Activities

RP Instagram

#4: #throwback
to Japan in 1
Day NOT
EXECUTED

Red Cross Twitter

#6: Live
Tweeting of The
Great East
Japan NOT
EXECUTED

Analysis of Social Media Activity #3 & #5

Platform

Activities

Red Cross &

RP Facebook
(Main
Platform)
Instagram &
Twitter
(Publicity)

#3: Video
Interviews with
Journ students
NOT EXECUTED
as proposed on
any of the
stated social
media

Red Cross &

RP Facebook,
Instagram &
Twitter

#5: Snippets of
Documentary
Red Cross ONLY
EXECUTED on
Twitter
RP - ONLY

Red Cross Facebook

Facebook (SRC)
Top Post for #Did You Know Facts
This post worked because they gave a
concrete amount of how much
Singaporeans donated and other posts
did not and only talked about the efforts
but not give a concrete amount.

Red Cross Facebook

Facebook (SRC)
Lowest Post for #Did You Know Facts
This post did not work because the
visuals may not be as strong as visuals
of the destruction.

Red Cross Twitter

#DYK series of tweets
on Twitter has the
highest number of
retweets
This is probably
because the posts are
interesting and
engaging for the
readers

Red Cross Twitter

#DYK series of tweets
on Twitter has the
highest number of
retweets
This is probably
because the posts are
interesting and
engaging for the
readers

Red Cross Instagram

As for the 205 followers increase of the
follower count, it was a success but for
the number of views and likes on the
instagram posts, it wasnt a success.
For the number of 1000+ following
count, an average of 50-60 likes per
post would be considered a failure due
to the lack of engagement.

Integrated Marketing Tool (IMC)

IMC Tools used:

Outdoor Advertising
Public Relations
Direct Marketing (flyers)
Interactive Marketing

Outdoor Advertising

[ pic of mrt ad ]
Instead of proposed use of busstop ads, advertisements
were placed at selected MRT stations near the exhibition
to create awareness + remind audience to come to the
exhibition
I.e: Vivo Harbourfront MRT

Public Relations

AVE: (Alice havent get back to us)

Interactive Marketing

Leveraged on RP, RPDMC and Redcross platforms as

proposed.

Direct Marketing

Flyers & postcards were given to passersby by

curators & members of red cross, as proposed

Timeline

Publicity Timeline
Start of Publicity
#4: #throwback to
Japan in 1 day

9 Feb 2016

#3: Video
Interviews
22 Feb
(Tentative)

#2: Online contest

14 Feb - 27 Feb
(Documentary)
2 March - 3 April
(Photo Exhibitions)

#1: Did You

Know Trivia
23 Feb - 1
March

Start of Publicity
#4: #throwback to Japan in 1 day
RPDMC FB - no posts

RPDMC Instagram:

RPDMC Twitter (no

B.T.S):

9 Feb 2016 - start of

#NIPPONWARRIORS
Instagram Takeover
13 Feb 2016 - end of
#NIPPONWARRIORS
Instagram Takeover

Students Personal Social

Media - Instagram:

#2: Online contest

14 Feb - 27 Feb (Documentary) &
2 March - 20 March (Photo Exhibitions)
Photo Exhibitions:
2nd March to 6th March - ION
Orchard Exhibition
8th March to 13th March VivoCity
15th March to 27th March Westgate
1st April to 3rd April - The Star
Vista

#3: Video Interviews

22 Feb (Tentative)

Not carried
out at all.

#1: Did You Know Trivia

23 Feb - 1 March

Red Crosss FB:

Evaluation

Media Coverage

Key Learning

Name:

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