(In)visible spaces – from clutter to structure at home

Authors
Su Mingyan Landdis, Rachel Yong Shu Hui, Nur’Ain Binte Mohd Zin, Dawn Tan Liming

Supervisor
Mr Ferdinand De Bakker

Year
2016

Abstract
This project report details a social campaign that is aimed at creating awareness of the effects of living in a cluttered space and ultimately promoting decluttering and organising of homes. The primary target audience of the campaign comprises of homeowners, aged 25 to 40 years, residing in Singapore. As people within this age group are largely new homeowners, they require the skills of organising to prevent long term accumulation of clutter.

Campaign tactics focused on home organisation workshops that explained the cost of disorganisation and imparted practical skills to declutter and organise houses effectively. It was successful in motivating the participants to declutter (from 67.2% of motivated participants pre-workshop to 96.9% after workshop).

Campaign evaluation was conducted using post-workshop surveys and participant testimonials. All post-workshop survey respondents (100%) indicated their intentions to change after attending the event. It proved that skills transfer and testimonials were effective mediums to encourage and induce positive behaviour change. The project topic also attained high media attention and interest with 20 published magazine articles within a span of three months.

This report presents insights from literature review and primary and secondary research that directed the campaign strategy. It records the campaign process from creative ideation to tactical planning and execution. The appendices provide additional references with original supporting documents, collateral designs, primary research results and media clippings.

Click link to view
http://hdl.handle.net/10356/66797