Monster Interactive introduces an interactive wall mural at HarbourFront MRT Station for the 26th International Coastal Cleanup in Singapore

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Full set-up.jpgMonster Interactive, a full-service digital marketing agency, has launched the 26th International Coastal Cleanup, Singapore campaign with Toddycats! – volunteers with the Lee Kong Chian National History Museum of the National University of Singapore. The highlight of the campaign is an interactive wall mural at HarbourFront MRT Station, which will be displayed until 24 August 2017. Centred on the idea of “picking up the pieces”, the installation will get commuters accustomed to the physical act of picking up and disposing marine trash, demonstrating that their actions have a significant impact on the environment.

The strategy behind the interactive wall mural was inspired by Monster Interactive’s previous Puma “Run the Streets” campaign, which saw easy-to-peel discount coupons forming the Puma logo on a wall at Bugis MRT station. The HarbourFront MRT location was chosen because of its high-footfall and proximity to Sentosa beach.

 

Interaction 1.jpgWithout stickers.jpgIvan Yeow, Business Development Director of Monster Interactive said, “Our team at Monster Interactive decided to collaborate with ICCS as we believe in the importance of a clean marine environment – something that has been quite a real problem in Singapore, being an island surrounded by coastlines. While there is a trend in the industry to do everything digitally, we believe that an interactive display which encourages a physical act is a very persuasive way to influence behaviour for such an important cause.”

 

At the ICCS interactive wall mural, commuters are invited to spot marine wildlife found around Singapore, including otters, sea turtles and horseshoe crabs; a difficult task since the mural is filled with trash printed as stickers. Commuters need to remove the trash stickers from the mural and bin them in three different bins which describe small actions that can help reduce marine trash in a big way: using reusable shopping bags, reducing the use of plastic straws and cutlery, and using reusable containers for takeaway food. These actions also signify pledges to change their daily habits, and the public is also encouraged to share pictures of their actions on social media with the hashtag #pickupthepieces.

 

The mural is only one part of Monster Interactive’s pro-bono campaign for ICCS. The campaign also includes a series of three print ads in Young Parent’s magazine with a common theme and executed similarly to the game of “Where’s Wally”, online banners starting from 21 July and e-advertorials.

 

Peel Sticker 1.jpgPeel sticker 2.jpgMr. N. Sivasothi, coordinator of Toddycats! and Senior Lecturer with the Department of Biological Sciences at NUS said, “Marine trash is a serious issue that threatens Singapore’s marine ecosystem, but many remain unaware about the dangers plastic trash pose to marine wildlife. The opportunity to collaborate with Monster Interactive and their marketing expertise to increase awareness of our cause has been vital for us this year, as a non-profit organisation with limited resources. With their expertise and support, we are confident that we can reach out to more people for greater participation this year”.

 

Marine pollution is a problem in Singapore and globally. Over the past five years, ICCS campaigns have removed a yearly average of more than 180,000 pieces of trash weighing approximately 16,000kg. Globally, an estimated 8 million tonnes of plastic waste is introduced into the oceans annually, according to Science.

 

The 26th ICCS will be conducted on 9th and 23rd September 2017. Currently, 3,546 volunteers have registered to clean up Singapore’s Mangroves and coastline spread across the island. The cleanup for mangroves will be conducted on 9th September, followed by a beach cleaning effort on 23rd September.

 

Yeow added, “We are seeing promising results through our collaboration with ICCS. The team at Monster Interactive is looking forward to using our passion and expertise to help increase awareness of other worthy causes, as well as for those who wish to introduce themselves to the wider public.”