Best Community Service Campaign
Best Community Service Campaign Singapore marked its 50th year of Independence in 2015 with a year-long series of celebrations. But how do you make it especially memorable, unique and inclusive? How to cap a special birthday with a climactic event involving and impacting as many people as possible? The New Paper’s answer: The Jubilee Big Walk. The impact was, literally, Big: 25,000 people signed up to walk a 5km trail specially created to mark the Republic’s Jubilee Year, one that took them on a walk to remember the past, appreciate the present and cherish the future. It was the biggest turnout in TNP’s annual Big Walk series since the newspaper set a Guinness Book of World record (at 77,000 walkers) for the largest mass walking event in 2000. The Prime Minister, Mr Lee Hsien Loong, along with two other ministers, was among the 25,000. TNP’s gift to the nation through the event was, besides organising the Walk, threefold: 1. Goodies galore: TNP made the offer to participate irresistible. We sought and secured sponsorships for a goodie bag worth S$888. For $28 ($23 for early birds), each participant would receive goodies, vouchers, including a three-month TNP digital subscription and a limited edition tee shirt. 2. A medal to remember: One of the biggest incentives to participate was a specially-commissioned limited edition medallion for each participant. 3. A passport to the past, present and future: To educate and allow walkers to better appreciate the iconic monuments along the Jubilee route, TNP’s creative team came up with the idea of a “passport” designed to look like the Singapore passport. Inside, the pages featured painstakingly drawn wood cut illustrations by TNP’s infographic journalists, along with brief backgrounds on each monument. To make it even more interactive, some of the pages had serrated edges from which walkers could tear and drop into boxes at monuments sites which corresponded with the sketches in the passport. The serrated portions would qualify the walker for a lucky draw at the end-point Carnival.
The JBW, particularly the idea and creation of the passport, drew rave reviews from participants and the government. Indeed, the glow on walkers’ faces after the event was not merely the result of a tan; it was the glow of having had a fun outing and, more significantly, having been part of the biggest mass event in the most eventful year in Singapore’s history.
PUBLICITY OF THE EVENT IN THE NEW PAPER AND OTHER SISTER PUBLICATIONS IN SPH
BIGGEST GOODIE BAG EVER WITH A MEDAL TO REMEMBER
A PASSPORT TO THE PAST, PRESENT AND FUTURE
THE BIGGEST TURNOUT SINCE THE LAST DECADE, 25,000 WALKERS
PRE EVENT EDITORIAL COVERAGE
The JBW, particularly the idea and creation of the passport, drew rave reviews from participants and the government. Indeed, the glow on walkers’ faces after the event was not merely the result of a tan; it was the glow of having had a fun outing and, more significantly, having been part of the biggest mass event in the most eventful year in Singapore’s history.
PUBLICITY OF THE EVENT IN THE NEW PAPER AND OTHER SISTER PUBLICATIONS IN SPH
BIGGEST GOODIE BAG EVER WITH A MEDAL TO REMEMBER
A PASSPORT TO THE PAST, PRESENT AND FUTURE
THE BIGGEST TURNOUT SINCE THE LAST DECADE, 25,000 WALKERS
PRE EVENT EDITORIAL COVERAGE
