Digital Marketing Agency Needed for the Campaign on Long-Term Care
We are launching a multi-pronged campaign on long-term care in Singapore. The campaign will include integrating targeted marketing and communications platforms (e.g. print, radio, online and on social media), as well as organising ground engagement outreach activities (e.g. roadshows, dialogues and briefings).
MOH Holdings Pte Ltd (“MOHH” or the “Customer”) is the holding company of Singapore’s public healthcare clusters – National University Health System, National Healthcare Group and Singapore Health Services. Sharing the Ministry of Health’s vision to champion a healthy nation and ensure that our people live well, live long and with peace of mind, our role is to enhance public healthcare sector performance by unlocking synergies and economies of scale.
One in two Singaporeans who are healthy at the age of 65 today is expected to become severely disabled before the end of their lives. The number of Singapore Residents aged 65 and above requiring assistance with at least three Activities of Daily Living (ADLs) is expected to more than double from 2014 to 2030 (from 29,000 to 69,000), making up around 7% of the elderly population aged 65 and above by 2030. Rapid ageing will continue to fuel Singapore’s need for long-term care, as the incidence of chronic diseases and functional disability is higher in old age.
With the backdrop of an increase in ageing population, the need to review how long-term care is delivered and financed in Singapore has taken a greater significance. was first introduced in 2002 as an affordable long-term care insurance scheme targeted at severe disability. It provides basic financial protection to Singaporeans who become severely disabled and need long-term care, especially during their old age. This scheme was introduced in response to the recommendation in 1997 by the Inter-Ministerial Committee on Healthcare for the Elderly. With the backdrop of an increase in ageing population, the need to review how longterm care is delivered and financed in Singapore has taken a greater significance. In his National Day Rally speech 2016, Prime Minister (PM) Lee Hsien Loong announced that the Ministry of Health (MOH) will look into enhancing the ElderShield scheme to better address the needs of Singaporeans who become disabled during their old age. MOH appointed an ElderShield Review Committee (ESRC) comprising 14 non-MOH members to carefully study possible enhancements to ElderShield. The ESRC engaged over 800 members of the public, stakeholders and experts through 26 focus group discussions and other feedback channels. They also examined the challenges and practices of other countries in designing their schemes to support the long-term care needs of their citizens. From these, the ESRC gave their recommendations to the ESRC Secretariat, which consists of representatives from MOH: ElderShield/Integrated Shield Plans Project Office from Healthcare Financing (EIPO, HF), Communications and Engagement Group (CEG), and Corporate Communications (CCD).
Based on the ESRC’s recommendations, ElderShield will be enhanced to be a key pillar of Singapore’s social safety net and be rebranded as ‘CareShield Life’. This will be a part of several enhancements to the long-term care financing framework for all Singaporeans, which will includes allowance of Medisave withdrawals for long-term care (MSV-LTC) and government financial assistance via ElderFund.
This is a national scheme that is universal and inclusive for future generations of Singaporeans, regardless of their financial ability and health. PM Lee Hsien Loong will announce about the enhancements to long-term care in his National Day Rally speech 2018.
To further strengthen the level of awareness and understanding of the enhancements to long-term care among Singaporeans, MOH seeks to launch a multi-pronged campaign integrating both targeted marketing and communications platforms, as well as organising ground engagement activities such as dialogues and briefings.
The campaign will devote its outreach efforts to engaging the future cohort (aged 30 to 40) and the existing cohort (aged 40 and above) with dedicated platforms, including through third-party advocates (social influencers, financial blogposts, etc.) and on social media (Facebook, Instagram, etc.) to facilitate their understanding for the need of long-term care and help them better prepare for their old-aged needs.
Additionally, MOH will also co-ordinate with its stakeholders such as the People’s Association (PA), National Trades Union Congress (NTUC), National Youth Council (NYC), Silver Generation Office (SGO), Health Promotion Board and Public Healthcare Institutions (PHIs) to reach out to their varied demographic profiles with dialogues and briefing sessions. Other mass outreach platforms include roadshows that allow direct interfaces with members of the public to raise awareness of Singapore’s long-term care financing framework and clarify on their queries, and face-to-face public consultations provided by the Insurance and Financial Practitioners Association of Singapore (IFPAS) at the community clubs.
Scope of Work:
- Propose ideas for the online third party advocates’s angles and contents.
- Propose timeline for the publishing of the Deliverables, including the angle for each of the third party advocates.
- Manage all media buy and engagement of online third-party advocates for the campaign listed in Deliverables.
- Develop assets for proposed digital advertisements (e.g. online banners).
- Copyright of videos and photographs to belong to MOHH.
- Submit evaluation reports of digital marketing efforts and advertisements’ results.
COMPLIANCE CHECKLIST FOR DELIVERABLES:
Optimize digital advertisements
- Promote the campaign’s advertisements, ensuring that it successfully reaches its target audience through search engine optimization on digital platforms such as Google, YouTube, Instagram and Spotify. The aim of this reach and impression is to drive traffic to the campaign’s websites and webisodes videos, and this will also in turn attract more of our target audience to the community outreach events that we are organizing.
Creative Productions
- Develop assets for proposed digital advertisements (e.g. online banners)
Mothership
- Article x 1
– Publish on website + share its link on Facebook and Twitter
– Basic image and text with SEO
– Inclusive of add-ons e.g. original photos, original GIFs and illustrations
- Illustration post x 1
– Publish on website + share its link on Facebook and Twitter
Dollars And Sense
- Sponsored content x 2 + Share its link on Facebook x 6
- Premium video x 1
- Copyright to MOH/MOHH for upload on websites/roadshows
MoneySmart
- Article x 2
SGAG
- Meme on Facebook and Instagram x 1
- Video on Facebook and Instagram x 2
- Online licensing: Boost on YouTube pre-roll ads for 12 months
- Full assignment rights: Upload on both online and offline platforms, unlimited
Hossan Leong
- Post on Instagram and Facebook x 1
- Event appearance (one hour on weekend)
Michelle Chong
- Video as Ah Lian on The Michelle Chong YouTube channel x 1 + share on Facebook in full + share on Instagram in a 1-min cut-down with a link to full video on YouTube
- Copyright to MOH/MOHH for upload on websites/roadshows
- Event appearance (one hour on weekend)
mrbrown (Lee Kin Mun)
- Video on YouTube + share on Facebook and Twitter
- Copyright to MOH/MOHH for upload on websites/roadshows
Sujimy
- Vlog x 2 + share on official page + share on Teh Tarik SG
- Copyright to MOH/MOHH for upload on websites/roadshows
- Event appearance (one hour on weekend)
Kumar
- Video x 1
- Copyright to MOH/MOHH for upload on websites/roadshows
Due Date:
August 1st
Address:
Procurement & Contracts Division
MOH Holdings Pte Ltd
1 Maritime Square #11-25 (Lobby C)
HarbourFront Centre
Singapore 099253
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