MediaCorp gives ‘Saving Gaia’ another run

• ‘Saving Gaia' campaign is back
• Further elements to campaign
• New competition for media

Singapore - Despite having to pull the controversial TVC off air last year, MediaCorp has launched its third 'Saving Gaia' initiative to mark World Environment Day on Thursday.

On Thursday there a temporary colour change to green for MediaCorp's popular television channel logos (Channel 5, 8, U, Suria, okto, Vasantham and Channel NewsAsia) and websites, the mastheads for Today, 8 Days and i-weekly. In addition, Channel NewsAsia's newscasters will play their part by wearing a shade of green on that day.

This year's television advertisement campaign continues with the message that saving the planet is about planning a better future for the generations to come. With the focus on children, the advertisement aims to appeal to everyone's sense of responsibility, and to activate people to act now for the future.

Last year's TVC caused a fair amount of controversy, and MediaCorp was forced to pull it off air after receiving unfavourable comments from viewers regarding its content. MediaCorp was unavailable for comment at the time of writing when asked whether this year's campaign had been intentionally toned down after last year's public feedback.

Aside from the TVC, MediaCorp is also running ‘The Gaia Life Challenge', an on-site competition pitching teams against each other in 12 Gaia challenges, all while having to live in Perspex homes for 24 hours. There is also an online pledge running which gives all Singaporeans the opportunity to pledge their commitment to the environment and get rewarded, as well as a competition to encourage both members of the public and media practitioners to submit their own 'Saving Gaia' campaigns online.

The Professional category is open to advertising professionals/agencies, while the Public category is open to members of the public, particularly media students. The campaigns can be for television, radio or print, and the winning entries will be featured on MediaCorp's platform. The competition accepts submissions between the dates of 8 June to 31 August.