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  1. Ramadan Youth Challenge 1431H/2010M By: Mohammad Fairuz Shah RYC Chairman 2010 A Proposal Submitted for Youth Health Promotion Grant Health Promotion Board 16 June 2010

  2. INTRODUCTION 1. Ramadan Youth Challenge is a campaign to create awareness amongst the hearts of young Muslim youths in Singapore, about the significance of Ramadan in the lives of Muslims around the world. This outreach campaign was initiated by YGSU (MUIS) and fellow YDOs in 2004 with the aim to uplift both spiritual and moral developments for Muslims youth in general. 2. Ramadan is supposed to be a transformational period for Muslims to elevate piety and increase spiritual contents. However, Muslims in general and especially the youths are often distracted and strayed by the ‘activeness’ of entertainments and celebrations in welcoming Hari Raya and other strong pull factors of unhealthy influences from becoming a good practicing young Muslims. 3. Thus, Ramadan Youth Challenge is an essential platform and is regarded to be an effective avenue to facilitate and transform the youth community towards a Muslim youth of excellence as they are an asset and the future leaders. THEME 4. The theme for Ramadan Youth Challenge this year is “Celebrate The Beauty of Ramadan” THE MESSAGE 5. Youths in general are still lacking in understanding Islam and internalizing Islam as their religion. Therefore Ramadan Youth Challenge 2010 is about the importance of the youth to know their purpose in life as a young Muslim, to internalize the month of Ramadan as month of joy, and understand the significance beyond rituals. To compliment this effort, the (RiCAP) attributes will be embedded to equip these leaders so to be a resilient youth in facing challenges in the near future.

  3. OBJECTIVES 6. The objectives of Ramadan Youth Challenge 2010 are as follows: 6.1 To enliven the Month of Ramadan with joy as true Muslims; 6.2 To instill (RiCAP) attributes to guide the youths towards being a resilient youth community of excellence. CHALLENGES 7. The challenges were identified as follows: 7.1 To get as many out-of-mosque youths to participate in this campaign and programs. 7.2 To inspire and touch as many hearts of Young Muslims. 7.4 To get as many grants and sponsorships from non-Muslim organizations as possible. TARGET GROUP 8. Youths aged 13-22 years old 8.1 Mosque Youths 8.2 Out-of-mosque Youths 8.3 General Public

  4. CLUSTER SCHEME • The cluster scheme intends to introduce more effectiveness and efficiency in Ramadan operation or execution i.e. maximize limited resources, avoid duplication of roles and be more cost-effective. • As a strategy, each cluster will conduct their respective signature event as follows: • SEMC : ‘Ramadan Friends’: – SEMC has been effective in their befriender scheme and social development initiatives. SEMC plans to integrate their clients from low-income families, MMBs, staff and youth in projects such as ‘Ramadan blessings for all’ i.e. 28 Aug ‘10 and ‘Street Ramadan’ i.e. 14 Aug ’10. Ranks will be removed and friendship as well as community engagement will prosper. • NEMC: ‘Ramadan Family’ : – NEMC, meanwhile has niched itself in pro-family initiatives. NEMC plans to bring families closer and strengthen their foundations. Darul Ghufran Mosque and Al Mawaddah will lead their project. • SWMC : ‘Green Ramadan’ : – SWMC promotes itself on healthy lifestyles and a Green environment. They will initiate programmes that guide the community to change their behavior in terms of healthy food consumption and environmental consciousness. Darussalam Mosque and Al Mukminin Mosque will lead their project. • NWMC : ‘Ramadan Empowered’: – NWMC is a strong believer in Social enterprise. Together with MMB, staff and mosque activists, they will assist their clients from the low-income families to be economically empowered via their community project such as community kitchen, sales of cookies etc. This project will also help these low income families integrate into mainstream society. • CMC : ‘Ramadan in Singapore’ : Central mosque cluster will integrate the Cosmopolitan Muslim Group(CMG) together with the local Muslims and thus enhance the social bonding between them. CMC too plans to integrate the elder community and still be relevant to current events.

  5. STRATEGY PLAN 9. To achieve an impactful result for this year’s Ramadan Youth Challenge Campaign, the following outlines will be adopted: 9.1 Hype Ramadan: To elevate Hype Ramadan to National level. 9.2 Youth In Action: It is recommended for each cluster to collaborate with any agencies/non-Muslim agencies or engage schools to create a mass community project as part of the effort in developing a contributive youths towards community in general in the period of Ramadan (optional) 9.3 Ramadan Youth Camp & NOP: To have a single coherent message and profound content at cluster level so as to forge common goal with the hope to inspire and transform the participants. 9.4 Liqa’ ‘Eidul Fitri: To accentuate the journey of a true life experience has just begun and YDO/Youth Coordinators are advised to continue connect and engage with the participants at mosque level at a later stage. 9.6 Ramadan Publicity and Marketing: This will be centrally coordinated to ensure a strong and common messaging. Apart from street banners and BH publications, the Team certainly will leverage on media platform such as facebook and youtube to stretch out the campaign to the non-Mosque youths.

  6. KEY PROGRAMMES 10. There are 3 key programmes as follows: 10.1 Hype Ramadan cum RYC Launch on 14 August 10.2 Ramadan Youth Camp on 3 to 5 September 10.3 Liqa’ Eidul Fitri 18 September Pre Ramadan 1st week of Ramadan 2nd week of Ramadan 3rd week of Ramadan Post Ramadan Publicity Starts 12 July Hype Ramadan cum launch 14 Aug Youth In Action 21 August Ramadan Camp cum NOP 3-5 Sept Liqa’ Eid 18 Sept

  7. HPB INVOLVEMENTS IN RYC PROGRAMMES 11. HPB involvements and supports will cover through the mediums as per listed below which starts as early August till 18 of September : 11.1 Publicity Campaign: HPB’s logo or Breathe.sg will be included and imprinted in all publicity materials such as : - Banner - Poster - T-Shirt - Customized Collaterals - BH Write-Up - BH Advert - Flyers & Pamphlets - Booths Estimated to touch the hearts of more than 20,000 youths via various platforms such as imprinted media, online, schools, posters, banners and many other various means. 11.2 Hype Ramadan cum RYC launch: Programme highlights will be the distributions of Ramadan Kit to general public especially youths and a pre- distribution youth workshop which both will carry key messages from HPB. Distributions will be done on 14 August at designated hot-spot s such at Tampines, Bedok , Geylang, Yishun, Woodlands and last but not least, Jurong. Targeting to recruit 300 youths as ambassadors and to distribute 5000 Ramadan Kit to general public on that day. 11.3 RYCamp: Programme will run on the 3rd to 5th of September at all cluster levels. Camp opens to the first 350 participants to register. HPB key messages will be part of this year’s RYC aLIVE workshop during the 3 days camp.

  8. 11.4 Liqa’ Eidul Fitri (Hari Raya Gathering): Event will run on the 18th September from 10am to 1pm at SIH. The four hours event is a post RYC gathering for participants . It is designed as a recognition day to all participants. Expecting to accommodate 200 to 250 participants. HPB booth will be set up and health tips will be shared by the master of ceremony during the event. 11.5 RamadanInfo SMS: This service will be activated during the official launch of Sentuhan Ramadan and will be deactivated at the end of Ramadan. Targeting to broadcast 30 messages (1 per day) of which comprises 15 health messages and 15 RYC messages to 1000 mobile receivers (youths) through-out the whole holy month. 11.6 Ramadan Reel: To incorporate HPB key messages in the RYC official short video clip.

  9. KEY PERFORMANCE INDICATORS 12. To measure effectiveness of the overall campaign, these tools will be implemented via centralize evaluation model : 12.1 Marketing Campaign: To get connected with 20,000 youths as described above via various platforms 12.2 Programmes and Content: To gain 70% satisfaction feedbacks via evaluation at each key programmes. 12.3 New Recruitment: To gain 20% new youth members at cluster level. EXECUTIVE COMMITTEE 13. There are a total of 15 officers comprises of MROs and YDOs from the 5 different clusters. They are:

  10. PROGRAMME COMMITTEE 14. There are a total of 15 officers comprises of MROs and YDOs from the 5 different clusters. They are: BUDGET BREAKDOWN 15. These are the proposed budget breakdown for each programme.

  11. INCOME & GRANTS 16. Potential investors are namely aLIVE.sg, HPB and MCYS. The Finance Team will look into the possibility of obtaining these sponsorships. PROGRAMME IMPLEMENTATION 17. Please refer to attachments MARKETING STRATEGY 18. Please refer to attachments CONCLUSION 19. The success of this year’s Ramadan Youth Challenge does not lie on individual’s efforts or agenda, but it requires a strong teamwork, commitment and sense of ownership to the campaign as a whole. May this year’s Ramadan Youth Challenge benefits the youth community in particular and become a transform factor towards positive individuals and may Allah swt reward our dakwah efforts, amin. Thank You

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