Ravi MirchandaniRavi MirchandaniGolf as a sport, has always been hot on the debate of sustainability – or rather being unsustainable. Can the 2021 HSBC Women’s World Championship, which made its much-anticipated return to Singapore after being cancelled the year before due to the global pandemic, change that?
Played at Sentosa Golf Club, which boasts the tag of ‘The World’s Most Sustainable Golf Course’, the golf tournament, along with its unique theme of ‘We Are the Game Changers’, served as an opportune springboard for us to address sustainability issues.
Instead of just focusing on our game-changing women golfers, we decided to swap them for real-life Game Changers. So we cast a spotlight on Anna Lam, Oh Chu Xian and Samatha Thian – three women single-mindedly focused on driving positive change for the environment. We gave them a platform to showcase their sustainability ideas and even got the masses to rally behind them.
Anna’s vision is simple – to make the best-tasting cutlery that is great for consumers and the environment. She’s already achieved a 30% increase in sales for her edible cutlery and developed new flavours.
This entrepreneurial Game Changer has already overseen pilot roads being built from plastic waste in Tuas and submitted a patent for her automated recycling technology which will be launched soon.
Samantha has seen a 22% increase in volunteers for her beach clean-up initiative and launched a Litter-Free Installation at East Coast Park to highlight the problems of single-use plastic waste.
The end result was overwhelmingly positive. On social media, the campaign garnered 5.8 million impressions, 2.8 million campaign reach and 405K total engagement. Overall, an exceedingly high engagement rate of 8.38% (above HSBC average of 2.8% and HSBC Brand average of 0.84%) and 10% engagement of all active Facebook users in Singapore.
More importantly, all three Game Changers received the financial support they needed to go above and beyond the goals they set out to achieve!
Best of all, Swing for the Game Changers won Gold for Team of the Year – Agency at Marketing-Interactive’s The Loyalty & Engagement Awards 2021.
My creative partner and I were well pleased to win an award for this. But more than that, we knew the importance of pushing the sustainability message out to the masses. With our rubbish sent to a landfill off the mainland, and our beaches often strewn with plastic pollution that is detrimental to marine life, it’s more important than ever for each of us to commit to making a sustainable change.
