Project Description

Non-profit partner:


Corporate partner:

Procter & Gamble

Country :


Project focus area:

Improve communication and increase incoming-call capacity

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AWARE is a leading gender equality group in Singapore, focusing on providing advice and support to women in the Lion City. Their Helpline currently handles more than 3000 calls a year and they wanted to expand their services to reach different ethnic groups, age groups, and situations. They needed help from people with expertise in marketing, particularly to women.

Procter & Gamble is one of the world’s largest consumer goods companies, and renowned experts on communications, especially to women. They get many requests for help – but want to know that their efforts will be relevant, utilised effectively, and manageable.

What We Did

NEEDeed worked together with both groups to make sure the project was successful and impactful and that the impact measurable. We created a scope of work, identified timelines and deliverables, coordinated communications and meetings and kept things on track. We identified metrics to measure the success of the project each step of the way. As importantly, we helped the two cultures to partner quickly and effectively, keeping the focus on outward progress.

The Results

This is very much a live project, but so far both parties have been very happy with the process and the results. To quote Nabilah Husna, Communications & Community Engagement Manager from AWARE, “NEEDeed have been great at making sure we use P&G’s support effectively and productively.” In the words of Tripti Agarwal from P&G, “I really appreciate NEEDeed’s professionalism and commitment to make sure our people give useful support to this very worthwhile operation.”

The objective of the project was to help AWARE increase the number of callers to its Helpline from 3000 to 4000 – and within this number the percentage of specific target groups – between February 2018 and March 2019.

Working with NEEDeed, the P&G team helped AWARE define specific target groups for the campaign, defined messages to reach these groups and provided input into poster design for the launch of the extended Helpline on International Women`s Day on March 8th, 2018. During the process, the team helped AWARE identify barriers in increasing the number of callers, the capacity needed to manage the increased number of calls, a number of organisational/administrative obstacles to record the number of calls in order to make informed decisions about the potential of the Helpline. The P&G team enabled the process of thinking about the communication of the Helpline in a systematic way.

If we can help you, please get in touch, in either Singapore or Thailand. Contact details are here.