Campaign: Youth volunteering in Asia
Client: National Youth Council
WPP company: Grey Singapore
The Youth Expedition Project (YEP), an initiative of the National Youth Council of Singapore, gives 17-35 year-olds the chance to volunteer abroad in Asian countries that are members of the Association of Southeast Asian Nations, including India and China. This enables them to learn new skills and broaden their horizons, whilst making a difference to overseas communities.
In 2007, Grey Singapore developed the ‘Return Richer’ campaign to encourage people to sign up for the YEP. The agency ran two events, one for young people and students, the other targeting working adults and corporate companies who wish to integrate YEP into their human resources initiatives. It created a promotional video and a brochure which were both launched at YEP’s corporate event. Grey also developed print ads which will be run in 2008, showing how volunteers can help rebuild the lives of communities destroyed by natural disasters such as the South Asian Tsunami.
Since the Youth Expedition Project began in 2000, 13,000 young Singaporeans have volunteered on community projects. Current volunteering projects include the refurbishment of a day care centre in Bago City in the Philippines and basic health screenings for villagers in Chennai, India.