Authors
Cher Jia Hui Clement, Lee Min Jie Cedrick, Ngieng Shi Hui Eunice & Ong Zhong Yi Andrew
Supervisors
Asst Prof Fernando Paragas & Asst Prof Liew Kai Khiun
Year
2013
Abstract
This project aims to raise awareness on the importance of Singapore’s food heritage
and encourage its preservation among Singaporean youth aged 18 to 25. The multicultural
nature of Singapore has given birth to a unique food culture that has come
to characterize its food ideology. However, current literature reveals a lack of effort
to preserve Singapore’s food heritage. This paper details the conceptualization and
execution of the campaign as well as the key strategies and tactics employed. The
effectiveness of the campaign was assessed via process and outcome evaluation,
and future recommendations were provided.
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http://hdl.handle.net/10356/52586