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"It's a small, small world."
Social Campaign
The Challenge
Create a week of events and activities to help students connect with one another and with the local community around SAJC Singapore.
The Outcome
"It's a small, small world," a week-long social campaign that encouraged students to interact with their peers in "The Ball Pit," to capture memories with their friends at a themed photo booth, to support Simei Care Center's merchandise sale and to understand more about The Saint Advocate's community projects.
My role
VO's Head of Publicity; Graphic Designer
Every February, on the week of Valentine's Day, The Saints Advocate (VO) - a student leadership organization at Saint Andrew's Junior College (SAJC) in Singapore - organizes the "Friendship Week" to promote interactions, connections and friendships among students and teachers within the school. The week also serves to improve students' awareness of the SAJC's local community, particularly through Simei Care Center's merchandise sale and an exhibit of VO's community building projects.
The theme for "Friendship Week 2015" was "It's a small, small world," after the famous Disneyland ride. The title depicted VO's objective for students to connect with one another and help each other feel inclusive in school and in today's society. The organization recognized that many people felt “small” in a “big” world and isolated themselves from the others. This happened to many students in school as well as VO's beneficiaries from Simei Care Center. Thus, during "Friendship Week 2015", students could step up to help their peers and VO's beneficiaries feel belonged to the community and make the world seem smaller.
Promotional materials for "Friendship Week 2015" included a banner to be hung above the event booth, two posters and a video shown at a morning assembly.
The main background of the posters and banners is a chalkboard, a familiar object among students. The logo consists of a globe with students wearing SAJC's uniform and standing hand-in-hand around it, depicting the "small world" enriched by friendship. A red speaker - the symbol of VO's spirit and identity - is also evident in one of the two posters.
Inspired by soccer, a popular sport among SAJC's students, I designed the globe to assemble a soccer ball. Moreover, this sport was the main team building activity used in the promotional video of the event. VO hoped to convey the idea of friendship among peers as well as between SAJC's students and beneficiaries from Simei Care Center.
During "Friendship Week 2015", students participated on two main activities around the event booth: "The Ball Pit" and photo taking with a handcrafted backdrop.
The idea of "The Ball Pit" was inspired by Soul Pancake's "Take a seat - Make a friend." Several pairs of students were invited to sit in a ball pit in which each ball contained a question used to initiate a conversation between them. The activity encouraged students from different backgrounds and having not known each other to engage in a conversation. This helped them understand more about their peers and form new friendships.
Besides "The Ball Pit," students were also able to capture their memories with friends and teachers and share their photos on social media with the hashtag #outofthisworldSAJC, showing that students stepped out of their comfort zone to cultivate new friendships or nurture existing ones.
"Friendship Week 2015" was truly a success as VO was able to raise funds for Simei Care Center through merchandise and balloon sales. SAJC's students had the opportunity to forge a stronger bond with each other and raise awareness for psychiatric patients from Simei Care Center.
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