BM4062 Sustainability Communication Assignment : RWS Staff Engagement Case Study through Persuasive Storytelling

Section 2 Learning Outcomes

After the completion of this Presentation, learners will be able to:

1. Influence on business audiences purposefully and emphatically by applying persuasion and storytelling techniques, especially for sustainability communication.
2. Give effective presentations by applying relevant presentation and public speaking techniques.

Section 3 Requirements

1. Your company’s sustainability advisory committee has assigned you to look at sustainability issues that involve staff at Resorts World Sentosa (RWS). You are tasked with developing a short, engaging presentation to inspire your colleagues to embrace more sustainable practices within the company and in their personal lives. You decide to use storytelling to change your colleagues’ behaviours. Through storytelling, you will explore the impact of everyday choices on the environment and to promote more sustainable actions.
2. Choose one of the sustainability issues that the committee would like you to present:
   • According to the National Giving Study 2023, the proportion of people volunteering has rebounded to around its 2018 level, and is now at 30%. The proportion of people donating, on the other hand, has not changed significantly since 2021, and is now at 62%. Despite the recovery of volunteering and the stable proportion of people donating, we find that people are volunteering fewer hours and donating less money on average. How would you encourage more RWS staff to take part in volunteering? RWS has RWS Cares and would like to see greater staff participation.
   • According to the National Environment Agency’s (NEA) waste and recycling statistics for 2023, about 6.86 million tonnes of solid waste were generated in 2023, of which 3.55 million tonnes were recycled. This amounts to an overall recycling rate of 52 per cent, down from 57 per cent in 2022. The latest statistics also showed that the domestic recycling rate remained at 12 per cent, while the non-domestic recycling rate decreased from 72 per cent in 2022 to 67 per cent. How might you encourage RWS colleagues to recycle more at work and at home?
   • Sport Singapore’s National Sport & Exercise Participation Survey (NSPS) reported that exercise and sports participation among Singapore residents held steady in 2024. 74% of respondents surveyed last year said they exercised or participated in sports at least once a week while those who did so more than twice a week has dipped to 38% from a high of 44%. How might you encourage more colleagues to exercise more than twice a week?
   • According to the IPS Survey On Future Of Work 2023, women in Singapore are less likely than men to pursue career self-management skills. Women also reported lower interest and self-efficacy in creativity skills. How might you address this by encourage more women to be proactive and confident?
   • Resorts World Sentosa (RWS) became the first in the world to be certified according to both the Global Sustainable Tourism Council (GSTC) Destination Criteria and Industry Criteria for Hotels in 2021. RWS has also launched numerous sustainability initiatives. How might you use storytelling to talk about RWS’s sustainability efforts?
3. As part of the 4 to 5 min presentation, you must include at least one story with the following:
   • A story with a real or fictitious character.
   • Describe the sustainability issue in a relatable way through the character’s perspective.
   • Propose a solution for the company that addresses the issue. Share the solution from the character’s perspective.
   • Show the character experiencing a turning point – a realisation about the issue’s significance, witnessing a negative consequence, or receiving inspiration from an external source.
   • Depict the character taking action: They propose a solution, spearhead a change initiative, or inspire others to adopt more sustainable practices.

Section 4 Submissions

Responsible AI Use for Assessment (AI used allowed + Citation)

In this learning unit, students have the option to use artificial intelligence (AI) for assignments or projects based on their assessment of whether it supports their learning objectives. Use of AI is permitted as a learning tool but is not required or expected.

Students are trusted to utilise AI ethically and responsibly. However, it is crucial to recognise the limitations of these tools. Students must critically evaluate and verify all AI-generated information, data and facts to ensure accuracy and truthfulness. Students are fully accountable for the integrity of the content they submit.

Citation. If incorporating AI-generated material, students must clearly label it as such. In-text attributions and references should follow APA style guidelines.

Presenting AI content as one’s own work, fabricating sources, or failing to disclose AI use all constitute academic misconduct and will result in serious disciplinary action. When in doubt, err on the side of over-disclosure of AI use.

Please capture all research generated by Gen AI and prompts used in a separate document (see Appendix C). The document must be in pdf format and named e.g. BM4062 ICA3_AA_Soh Eazi_1234567A_GenAI.

Section 5 Presentation

You are required to present live in class to an audience for 4 to 5 mins in Week 17, beginning Mon, 11 Aug 2025. The aim is to tell a business story persuasively. You may use any multimodal elements (e.g. voice, text, icons, animations) to enhance the storytelling experience in your presentation. Your tutor may ask you questions after the presentation to clarify the presentation’s key message and the story’s purpose.

You are free to decide how many stories you wish to use, additional storytelling techniques or how long the story should be.

In addition, you must use a persuasive model like Monroe’s Motivated Sequence during your presentation and when crafting your story.

You are also advised to use a framing technique (novelty, socialisation, scarcity) to enhance your presentation.

You must also adhere to the PRCA Communications Guidelines On Environmental Sustainability Claims 2023. Please follow the principles.

Below is a suggested outline for your 4-5 min presentation:

1. Warm greeting (with attention)
2. Purpose of the presentation – why and what are you presenting
3. Significance of the problem or opportunity
4. Story with character
5. Solution and its benefits
6. Memorable closing

The attire is smart casual.

Section 6 Assessment Components

This project carries a total of 100 marks and constitutes 25% of the overall grade for the module. The breakdown of marks is as follows: