Authors
Lin Yanxiang, Goh Hui Ting Sherry, Felicia Ee Fang En, Cai Huiting Serene
Supervisors
Lee Chun Wah, Ferdinand de Bakker
Year
Abstract
My Ah Ma Make One was a social movement to celebrate Singapore’s unique snacks heritage against the backdrop of the nation’s fiftieth birthday (SG50).
Primarily targeted youth aged between 18 to 35 years old, the campaign aimed to preserve and promote traditional snacks among today’s youth who would be the heirs of the local traditional snack heritage.
Leveraging on narrative persuasion through the sharing of stories and skills, the team sought to foster inter-generational bonds among grandparents and grandchildren. Through the integrated use of social media and island-wide events, the campaign effectively raised the level of knowledge of local traditional snack heritage among youth, and increased their behavioral intents to learn about traditional snacks and bond with grandparents. The team also worked with sponsors and partners to prolong the campaign’s lifespan with a scheduled publication.
This report showcases the primary and secondary research, execution of creative plans, strategies and tactics, achievements, limitations and recommendations. Original documents, collateral materials, as well as comprehensive tables and charts are included in the appendices.
Click link to view
http://hdl.handle.net/10356/63172