YEP's 'Return Richer' rolls out from Grey

Singapore - Grey has rolled out an integrated campaign for the National Youth Council's Youth Expedition Project (YEP), encompassing TVCs, print ads, posters and direct mail. Its activation arm G2 handled the branding, logo as well as events.

Grey managed the YEP ‘Return Richer' campaign through a double prong approach with two target groups having separate events. To kick start the two-week long YEP Festival, it focused on firstly the youths and students at the ‘Building the YEP Community' event. Next it targeted the corporate crowd and working adults through ‘AcCompany a Community' to help corporate companies integrate YEP into their human resource initiatives according to their respective fields of expertise.

"People who were working and have embarked on such expeditions have reported an increase in their productivity, teamwork, and work satisfaction," Theodore Teo of YEP said.

Subba Raju CEO Grey Singapore added, "The campaign is not only to anchorage young Singaporeans to go out to where help is needed in other countries, it also is to address the attitudinal issue at the moment where people that are going out to seem to have the notion that they are doing it as a favour to the third world countries. So we want to show them a different point of view and aim to have them change their attitudes and not think that they are better off while others are lesser off. It is more about having the participants learn something about life which enhances their own and when they are back in Singapore, hopefully they will put that into practice in their own community hence as a person they return richer because of their experiences."

About 30% of the campaign has rolled out and it aims to complete sending out the last of the communications by end October. Since its inception in 2000, YEP has enabled over 13,000 youths to participate in about 600 community projects overseas.

It brought in Batey Consulting to handle the PR aspects of the campaign. Grey Singapore won the tender for the publicity campaign in May.