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Varsity Comm
Campaign Proposal
A Need for Money Proper Money Management to Improve the Quality of Life for the
Underprivileged in Malaysia
‘Penny to Dollar Campaign 2013’
Prepared by: Varsity Comm
Choong Su Wei (Group Leader)
Ho Pei Lynn
Emilio Sta Maria
Viknesh Ashley Clarence
Audrey Ho Tung Ee
Date of Proposal: 13thth January 2013
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Company Background
Varsity Communication started off in March 2007 by 5 individuals, whom of
which are passionate about helping youth development. This is a public relations
based company that organizes campaigns closely related to youth development.
Over the years since its establishment, the company has organized numerous
annual based campaigns such as “The Future is Yours” and “Take Action, Stop
Racism” in 2008 and 2009 respectively. It has also acquired several notable awards
such as the “Youth Arise” Award, in consecutive years, 2008 and 2009.
Situation Analysis
Poverty is a global crisis that almost every country faces. Currently, Malaysia
has a poverty rate of 1.7%, according to the minster in the Prime Minister
Department, Tan Sri Nor Mohamed Yakcop (2013). To cope with the crisis at hand,
the company has come up with a campaign called “Penny To Dollar”. The purpose to
the campaign is to raise funds to help underprivileged youths.
Objectives and Aims
The “Penny To Dollar” campaign has four main objectives. The first objective
of the campaign is to increase awareness of youths on the escalating poverty in
Malaysia. The second is to teach youths the value of money. The following objective
that the campaign is hoping to reach is the help the needy. The next objective would
be to nurture financial responsibilities amongst youths and young adults.
The aims that the campaign hopes to reach are divided into three parts. Firstly,
is to increase awareness towards the issue by 20%. The following aim would be
garner more prudent youths and young adults by 15%. Finally, the campaign hopes to
improve the quality of life for the underprivileged by 10%.
In addition to this, the campaign hopes to reach out to approximately 6000 to
8000 people, for the entire campaign.
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Audience
The audiences that the campaign would be targeting are urban and suburban
youths and young adults, aged from 20 to 29. It is crucial to target this age group
because it is during this stage of their lives, character building would take place.
Strategy
The company has come out with certain strategies to reach out to its audience
for the campaign. The launching of the entire campaign would be held in Taylor’s
University, as of course is due to the target audiences, which are youths and young
adults. Amongst those strategies would be a radio advertisement. The advert would be
throughout the entire 12-month campaign.
In addition to this, posters and brochures would be available at separate
events, such as the Bake Sale, Poverty Aid Festival, Learn to Earn Programme, Run
to Help and Share to Care. In order for the Penny to Dollar campaign to be a success,
Varsity Comm would be applying the Agenda Setting theory. According to Grunig
(1992), agenda setting is both administrative and critical scholars have posited that
media messages about the issue set the public’s agenda regarding what is important
and what is not, the media helps by determining the manner in which the issues are
framed.
Furthermore, more available information regarding the campaign will be made
accessible via company website. Social media is also another way that the company
would use to create awareness. Facebook and Twitter accounts would be used to
promote the event for an event wider spread of awareness. There would also be a 2
roadshows throughout the campaign to garner more awareness.
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Tactics
The company would be using different tactics to reach out to its audiences.
Throughout the entire 12-month long campaign, we would be organizing multiple
events to accommodate the audience. The events that would be held would be Bake
Sale, Share to Care, Learn to Earn Programme, Poverty Aid Festival and Run to Help.

Run to Help
The Run to Help event is a charity run that would be held to collect funds and
donations for the underprivileged. There would be two separate events over the course
of 12 months, which would be held in October 2013 and January 2014 respectively.
The target audiences for this activity are youths and young adults aged 20 to 29. The
run would be held in Subang Jaya and Kuala Lumpur respectively. The reason to this
is to reach out to the campaign’s target audiences, which are urban and suburban
youths..
For this event, participants are required to pay a certain fee, which is RM20
per-entry, for enrolment into the activity. Youths from children’s homes and shelters
would also be present at the event. Prizes will also be given out to the Top 10 winners
of the run, made available by Varsity Comm. Proceed from the entire activity would
go to youth shelters and used to educate them. Varsity Comm is targeting
approximately 1000 participants over two events. This event would be using the
framing theory of public relations to capture its audiences. Hallahan (1999) states
that, framing is conceptually connected to underlying psychological processes that
people use to examine information, judgments and draw inferences about the world
around them.
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Calendar
The campaign would be launched in April 2013 and would run for 12 months
till April 2014.
Penny to Dollar Campaign
Run to Help Event
Budget
The proposed budget for the entire campaign would be RM300 000. From this
sum, RM50 000 will be used radio advertisements, brochures, posters and roadshows.
The balance of RM250 000 will be divided equally among the five activities held
throughout the 12-month long campaign.

Run to Help – RM50 000
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
Bake Sale – RM50 000

Share to Care – RM50 000

Learn to Earn – RM 50 000

Poverty Aid Festival – RM50 000
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Evaluation
The company is positive the all the objectives listed above would be achieved
and would most likely exceed the proposed targets. The reason to this is the continued
exposure to the issue through various mediums, especially social media. Youths and
young adults are constantly connected through this medium and Varsity Comm’s
imminent utilization of the method would prove beneficial.
Never the less, the obstacles that the campaign and company might face would
be ignorant individuals that are oblivious to the matter and would decline to
participate or even take notice. On an endnote, Varsity Comm is certain that the
campaign would be a success and will have a prolonged effect on its audiences and
would bring positive changes towards society.
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References
1. The Star Online, 2013, ‘Big Drop in Poverty Rate’, Age, 28 March, viewed 22
April 2013,
<http://thestar.com.my/news/story.asp?file=/2013/3/28/nation/12897373&sec
=nation>
2. Grunig, JE 1992, Excellent in Public Relations and Communication
Management, Library of Congress Cataloging-in-Publication Data, viewed, 22
April 2013,
<http://books.google.com.my/books?hl=en&lr=&id=Bs4ISeYi1qkC&oi=fnd&
pg=PA285&dq=public+relation+theories&ots=S0JlvNadHb&sig=PCYvqWG
AzXMpL2pubN7OuAewNuY#v=onepage&q=agenda%20setting&f=false>
3. Hallahan, K 1999, ‘Seven Models of Framing: Implications for Public
Relations’, Journal of Public Relations Research, vol. 11, no. 3, viewed 22
April 2013,
<http://umdrive.memphis.edu/cbrown14/public/Mass%20Comm%20Theory/
Week%203%20Agenda%20Setting%20and%20Framing/framing%20and%20
public%20relations.pdf>
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Appendix
Press Release
Varsity Comm Sdn Bhd
1 Jalan Gasing
Taman Mira
46000 Petaling Jaya
Selangor Darul Ehsan
Varsity Comm
Contact: Ms. Choong Su Wei
Tel. No: 03 8769 335
Email: p2d@varsitycommunication.com
For Immediate Release
VARSITY COMM LAUNCHES PENNY TO DOLLAR CAMPAIGN FOR YOUTH
DEVELOMENT
SUBANG JAYA, 22 April, 2013 – Varsity Comm introduces the Penny to Dollar
campaign that tackles the issue of poverty amongst youth in Malaysia.
Audrey Ho, Co-Founder of Varsity Comm says, “The status of Malaysian poverty
today is 1.7%.”
She continues, “We, at Varsity Comm aims to further decrease the rate of poverty in
Malaysia with the Penny to Dollar campaign.”
Emilio Sta Maria, Founder of Varsity Comm says, “This campaign aims decrease the
poverty rate by teaching youths fiscal responsibilities.”
He continues, “During this campaign, activities will be held throughout the year to
help achieve this mission.”
Ho Pei Lynn, the Second Co-Founder mentions, “Our aim is to increase awareness
among youths on the poverty situation in Malaysia and to teach youths the value of
money.”
She adds, “We also want to nurture more financial responsible youths and help the
needy.”
Varsity Comm is a public relation company, which aims to help youths in financial
development. Since it’s establishment in 2007, Varsity Comm is well known for it’s
2008 and 2009 Youth Arise award.
For more information, visit www.choongsuwei.wix.com/varsitycomm
-end-
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Brochure
A b o ut
Poverty Aid Festival
Us
Varsity Communication is a public relations company established in March 2007. We strive to
instil financial responsibility and improve the
financial development of youths in Malaysia. In
doing so, we have launched the Penny To Dollar
Campaign that will help us help the youth.
This campaign aims to:
Increase awareness of the importance of
financial responsibility in Malaysia by 20%
O u r a c ti v it i e s :
Le a r n to Ea r n p r ogr a mm e
A programme for underprivileged
youths to develop and cultivate skills
in crafts which would provide them a
way to earn money and achieve
careers in the handicraft industry.
This will raise funds for the Penny To
Dollar campaign and would aid
youths in obtaining a steady income
in the future.
To garner more prudent youths in Malaysia by 15%
To improve quality of life of the underprivileged Malaysian youths by 10%
Our objectives are:
To increase awareness of youths on the
escalating poverty in Malaysia
To teach youths on the value of money
To nurture more financially responsible youths
To help the needy
Run to Help
This charity run will be used to collect funds to help
under-privileged youths around Malaysia. It will
also help bring the community together. Youths
from charity homes will also be invited to join in
the fun!. So come RUN TO HELP!
This event will showcase several fun games and
challenging activities to help raise funds for the
poor in Malaysia. It also will realize to the youth
groups of Malaysia about poverty in this country
and how we can help to make the lives of the
poor more comfortable..Lastly we will be
launching the Ribbon of Hope campaign, also to
help raise funds for the poor in Malaysia.
Further details on these activities can be
found on our website:
www.choongsuwei.wix.com/varsitycomm
Bake Sale
This exciting bake sale will allow youths to have a
bake-off for charity. This program for youth will
help develop baking and creativity skills. All the
money sold during this even will go to youth
poverty. Besides helping the poor, this program
also allows youth to understand the value of
money.
Share to Care
As an effort to help youths learn the value of
money and the hardwork that comes along with
it, “Share to Care” invites all university students
to take part in our car wash programme that
will be held in participating universities to
collect funds for needy youth. Join Youtube
celebrities and radio DJs, Jinn and Ryan and
bring your soap and sponges for this fun,
exiting yet meaningful activity!
Varsity Communication
1, Jalan Gasing,
Taman Mira,
46000 Petaling jaya,
Selangor Darul Ehsan
Phone: 03-8769335
Fax: 555-987-9976
E-mail: p2d@varsitycommunication.com
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Poster
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Radio Script
Astro Radio
Hitz.fm
All Asia Broadcast Centre,
Technology Park Malaysia,
Lebuhraya Puchong-Sg Besi,
Bukit Jalil, 57000
Kuala Lumpur
Tel: 03-95438888
Contact Audrey Ho, Varsity Comm (PR Agency)
Audreyho_1@vcomm.my
03-77296011
APRIL 16
PUBLIC SERVICE ANNOUNCEMENT
LARGEST FINANCIAL DEVELOPMENT CAMPAIGN – PENNY TO
DOLLAR” : 30 SECONDS
“1st
MUSIC: FP33329_LOVE-AND-OTHERWISE_131BPM_ALT_MIX
FEMALE V/O: “Mark your calenders for Saturday, April 22.”
“The Penny to Dollar Campaign will be the first largest Financial
Development campaign and the first of its kind
to be launched in Malaysia.”
SFX: BB11126_TURKEY_GOBBLE
FEMALE ANNOUNCER:
Join us, Varsity Comm for the launch of the first ever Financial Development
Campaign called Penny to Dollar for the youths by the youths. The one year
campaign compromises of various activities like bake sale, charity run, car wash,
arts and crafts, and festivals that will be organized all year round for the youths.
The Penny to Dollar Campaign will be launched on Saturday, April 22 beginning
at 9am at the Taylors University Lakeside Campus. So call your friends and
family and join us on this fun and exiting cause! See you there!
MUSIC: FP33329_LOVE-AND-OTHERWISE_131BPM_ALT_MIX
FADE OUT
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Website
Facebook Page
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