Authors
Goh Jing Rui, Freddy, Grace Lee Yian Lin
Supervisor
Asst Prof Liew Kai Khiun
Year
2016
Abstract
More Than Dis was a public communication campaign that aimed to strengthen the inclusion of Persons with Disabilities (PWDs) in the workplace in Singapore. It was targeted mainly at young working adults aged 18 to 35 and utilised a combination of offline and online tactics to elicit greater impact.
Lunchtime talks, a rojak workshop interaction activity, photo microsite, campaign video, photo exhibition, sharing session, and the campaign’s Facebook contests and posts were designed to enhance the understanding and perceptions of PWDs at the workplace. Strategic use of these tactics was made to reach out to a wider target audience.
The campaign was successful in achieving all its informational and attitudinal objectives. For more than 80% of the post-campaign survey respondents, not only did the campaign increase their understanding of PWDs at work, it also improved their perceptions of PWDs and their capabilities. Besides, the campaign received positive feedback from the government, civil society, and members of the public – these included both people with and without disabilities.
This paper summarises the campaign tactics and evaluates their effectiveness. It also details the primary and secondary research that guided the campaign’s strategies. This paper also discusses the limitations and challenges of the campaign and provides future recommendations for its continuation. The main text is supported with the appendices section consisting of the survey questionnaires and results, media clippings, and expenditure sheet, among others.
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http://hdl.handle.net/10356/66834