Hey solo sister

Authors
Goh Si Lei Agnes, Anthia Chng Xin, Natalie Goh Lewa, Ng Wei Shuen

Supervisors
Ms Kairiah Mohd Tamin

Year
2016

Abstract
This project report presents Hey Solo Sister, the first comprehensive and unbiased information platform tailored to unwed mothers to help them make informed decisions in their journey of unwed motherhood. Created by final-year students of from the Wee Kim Wee School of Communication and Information, this capstone campaign sought to provide unwed mothers in Singapore with information and emotional support mainly through the one-stop online portal, heysolosister.com.

This initiative was targeted at unwed mothers aged between 16 to 34 years old with a minimum of secondary school level education (and, therefore, a basic proficiency in English). The website was created according to the needs and concerns of these mothers, as discovered from surveys and in-depth interviews conducted before the campaign with unwed mothers as well as social workers who worked directly with the target group.

This report touches on the strategies and tactics used to reach out to this group of unwed mothers, followed by an evaluation of the execution and a discussion of some challenges faced. Future recommendations and possible sustainability plans were also included as a final conclusion.

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http://hdl.handle.net/10356/66795

My father tongue: a campaign to revitalise the use of chinese dialects among youth in Singapore

Authors
Goh Siew Huang Melissa, Lim Ying Wei, Cherie Seah Yiling Fiona

Supervisor
Mr Ferdinand De Bakker

Year
2016

Abstract
My Father Tongue was a campaign to revitalise the use of Chinese dialects among youth in Singapore. It aimed to encourage more youth to learn dialects by making the learning process more convenient.

The campaign targeted at youth aged between 18 to 35 years old as dialects were underutilised among this age group. By equipping the youth with basic dialect skills, it would be easier for them to learn about their heritage and culture and to communicate with the elderly. They would also be able to teach their children dialects in the future.

Through an online learning kit, a cultural exhibition and dialect workshops held islandwide, the campaign successfully increased youth behavioural intent to learn dialects. In order to sustain the campaign, the team worked with a stakeholder to take over the management of the campaign platform. Youth would be able to continue receiving updates on dialect-related activities.

Prior to the start of the campaign, primary and secondary research was conducted. The findings then guided the creative plans for the campaign. This report also evaluated the strategies and tactics used using the impact and output objectives set initially. Appendices contained the tables and charts from the research, campaign collateral materials, news coverage and feedback from the campaign stakeholders.

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http://hdl.handle.net/10356/66800

Familiar strangers: stories of migrant workers re-presented

Authors
Kenji Kwok Li Xian, Muhamad Shahrin Izhar Bin Mohamad Sani, Lim Pei Xuan Andrea, Chen Chow Suen Amos

Supervisor
Mr Ferdinand De Bakker

Year
2016

Abstract
Familiar Strangers was a communications campaign to bridge the social gap between low-wage migrant workers and Singaporeans. This was done through the sharing of first-person narratives written by migrant workers to increase Singaporean’s knowledge and improve sentiments towards them.

The campaign targeted millennials ages 21 to 35 who seek out opportunities for eliciting change and being civic-minded. As their media consumption habits revolve around digital and social media, the campaign focused on creating a digital platform where the migrant workers’ personal stories could be easily accessed and shared. These stories were meant to evoke empathy in the target audience to increase their understanding towards migrant workers.

The campaign achieved its objectives as the target audience reported a 49% increase of their knowledge on migrant workers, while 90% of the target audience reported an improvement in their sentiments towards low-wage migrant workers. Both results exceeded the change the team wanted to achieve. This showed that first-person storytelling was an effective tool in changing the mindsets of the target audience.

This project report tabulates the findings from the primary research and information that were used to formulate the campaign. It also evaluates the outcome of the campaign and measures its effectiveness. Further supporting documents illustrating the various aspects of the campaign can be found in the appendices.

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http://hdl.handle.net/10356/66839

Get your bottoms up!

Authors
Chong Cai Yun, Tanya Pillay, Teo Ying En, Lim Jia Qi

Supervisor
Asst Prof Kim Hye Kyung

Year
2016

Abstract
This project report presents Get Your Bottoms Up!, a campaign to address the widespread occupational prolonged sitting behaviour among desk-bound office workers in Singapore.

The campaign was done through three phases which encompassed awareness tactics, online efforts, roadshows, talks and workshops. The active promotion of the campaign’s recommended deskercises (i.e desk exercises) aimed to increase awareness of the health risks of prolonged sitting, reframe the value of taking active breaks as a non-disruptive behaviour, and empower office workers with the knowledge and skills to be more active at work.

This report details the primary and secondary research that shaped key campaign strategies. It outlines the process from campaign conception to execution of communication strategies and examines the overall effectiveness of the campaign tactics through extensive evaluation. Evaluation also includes the various difficulties met and achievements accomplished through the journey, future recommendations for the campaign and subsequent plans to further promote deskercises in Singapore.

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http://hdl.handle.net/10356/66863

Understanding dementia

Authors
Shen Rujia Jessica, Sze Qian Hui, Chow Xin Ying, Joyce Ong Yuyi

Supervisor
Mr Ferdinand De Bakker

Year
2016

Abstract
Understanding Dementia was a public health campaign promoting dementia awareness. It aimed to educate adults aged 25 to 50 years old on the warning signs of dementia and the importance and benefits of early diagnosis.

The team’s primary research showed that the target audience was not well informed of the symptoms of dementia, and that they generally held the misconception that these symptoms were part of normal ageing. Qualitative interviews also showed that only a small percentage of dementia cases were diagnosed in the early stage. To mitigate these problems, storytelling, public education and the use of social media were the key strategies developed to convey campaign messages effectively.

The team achieved success in meeting its informational and behavioural objectives. Post-campaign evaluation showed that the target audience was more informed about the symptoms of dementia and the benefits of early diagnosis. They would also take appropriate action should they suspect an elderly person of having dementia. With Singaporeans being more informed about the symptoms of dementia, this campaign helped lay the foundation for the creation of a dementia-friendly Singapore. In the long run, the campaign’s promotion of early diagnosis will help improve the quality of life of both persons with dementia and their caregivers.

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http://hdl.handle.net/10356/66798

Easy on your eyes

Authors
Lee Jia Le Clara, Koh Wan Yi, Tulika Ahuja, Lim Xiu Yi Hilarie

Supervisor
Mr Ferdinand De Bakker

Year
2016

Abstract
Easy on Your Eyes was a strategic health communication campaign which addressed the issue of incorrect contact lens health among youth aged 18 to 25 years and worked towards increasing compliance with correct contact lens behaviour to decrease rapidly rising rates of contact lens-related corneal infections.

Utilising a strategy of storytelling, the campaign used creative illustrations and humour to raise awareness on the prevalence of incorrect contact lens behaviour. It highlighted the severity and wearers’ susceptibility to the consequences of non-compliant behaviour. In addition to featuring short stories on contact lens mishaps, the campaign also equipped the target audience with informational collateral to encourage the target audience to integrate correct contact lens behaviour into their current lifestyles, to effect positive behavioural change in the long run.

The objectives of the campaign were met as the target audience indicated an intention to engage in correct contact lens behaviour. Post-campaign survey results and appraisals from the target audience, industry professionals and healthcare organisations also indicated that campaign efforts led to attitudinal changes.

This project report outlines the research that led to the conceptualisation of the campaign and its strategies. It also details the execution methods of the ongoing campaign, along with a preliminary evaluation to assess the successes and learning points of the campaign.

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http://hdl.handle.net/10356/66860

Insid(h)er talk

Authors
Siah Jiahui Eugenia, Fay Yeo, Heng Jia Min, Jamie Lee Shi Marie

Supervisor
Mr Ferdinand De Bakker

Year
2016

Abstract
Insid(h)er Talk was a health campaign aimed at educating young women on the female reproductive system and empowering them to take ownership of their reproductive health. It addressed three key gynaecological disorders – human papillomavirus (HPV) infections, cervical cancer and polycystic ovary syndrome (PCOS), and the relevant ways to care for the reproductive system.

The campaign targeted at females aged 18-24 years, an age group in which young women in Singapore begin to have higher autonomy and independence in making health decisions. Multiple digital platforms and social media channels were utilised to distribute information and spread the campaign message, alongside strategic on-ground outreach efforts. Qualitative and quantitative methods, alongside analyses of impact and output objectives were utilised to assess the campaign effectiveness.

This project report provides insight into the primary and secondary research detailing young women’s knowledge, attitudes and perceptions of the female reproductive system. It also outlines the framework used to develop the campaign’s communication strategies, discusses the campaign limitations and presents recommendations for future expansions of study.

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http://hdl.handle.net/10356/66866

(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.

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http://hdl.handle.net/10356/66797

Love every body: minimising potential negative effects of media on children’s perception of body image

Authors
Sivanangai Thirumeni Muthu Karuppan, Zarifah Binti Mohmad Azhar, Lam Siew Ying, Sri Divya Bharati D/O Mohan

Supervisor
Asst Prof Kim Hye Kyung

Year
2016

Abstract
The Love Every Body campaign aimed to minimise the potential negative effects of media on children’s perception of body image through education. Children today are exposed to negative body images at an early age through media. They also play and interact with media merchandise such as action figures and dolls that promote and normalize thinness. This campaign set out to educate both parents and children on the negative effects of the media, and to teach children how to appreciate different forms of beauty.

The primary target audience for this campaign was children aged 7 to 12 years old, as they were the most impressionable. By using theatrical and narrative approaches, Love Every Body developed strategies such as drama-based workshops, a drama performance and an electronic storybook to help children learn about the issue effectively.

The secondary target audience was parents of children aged 7 to 12 as these parents were the greatest influencers of children at developmental stage. A parent’s talk was held and informational brochures were given out to inform parents of several methods they could utilise to educate their child.

Findings indicated that children viewed their bodies positively after the campaign. Parents were also aware and informed of how media could affect their children’s perceptions of body image. Overall, the strategies used in the campaign proved to be effective and useful in achieving the campaign’s objectives.

Click link to view
http://hdl.handle.net/10356/66685

Down the sound: a safe listening campaign for youths

Authors
Catherine Anne Chew Xian Hui, See Wei Ni Dionne, Elizabeth Au Rui Lin, Navina Thiyagarajan

Supervisor
Asst Prof Kim Hye Kyung

Year
2016

Abstract
This project report presents Down the Sound, a health communications campaign by final year students of Wee Kim Wee School of Communication and Information (WKWSCI). Recreational Noise-Induced Hearing Loss (NIHL) is increasingly prevalent amongst Singaporean youths. It was predicted in a recent research that if the rising trend persists, there could be as many as 1,308 new cases of NIHL per year locally, amongst the younger population (Lee, Lim, Kuan, 2014).

NIHL is the only form of hearing loss that is preventable (NIDCD, 2014). However, loud and prolonged exposure to loud noises can lead to permanent damage. In a survey conducted amongst 375 youths aged 18-25, 96% of youths lacked proper knowledge of NIHL. Majority of youths also believed they are not susceptible to hearing loss at their current age.

Thus the team designed a campaign to increase risk awareness amongst youths and to stress the importance of practising safe listening habits. To communicate the risk of NIHL, a three-pronged strategy using social norms approach, experiential components, statistical evidence and narratives was adopted. Tactics were carried out both online and offline. To ensure the credibility of their messages, the team partnered with hearing aid provider Sivantos and also consulted Changi General Hospital.

The report concludes with an evaluation of the campaign through a post-campaign survey, analysis of media coverage and appraisals from stakeholders. Plans beyond the campaign’s timeline are also highlighted. Visuals of the campaign’s execution, collaterals and partnerships can be found in the appendices.

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http://hdl.handle.net/10356/66861

Coming home SG

Authors
Tan Min Er Vivien, Chan Mei Yu Jethra, Lee Rou Urn Sarah, Giam Yi Xin

Supervisor
Asst Prof Liew Kai Khiun

Year
2016

Abstract
The Coming Home SG campaign was launched as Singapore’s first campaign to raise awareness of foster care among young adults and promote volunteering opportunities as a stepping stone towards fostering. It was also the first to use social media as an outreach platform for foster care.

The campaign engaged 3,948 young adults via a mix of online and on-ground platforms such as a campaign website, art-jamming sessions, a local makers’ fair, sharing sessions by members of the fostering community and university roadshows. 220 volunteer interests were raised, and nearly half of the participants indicated strong willingness to foster in the future.

This project report summarised the research that underpinned campaign strategies, detailed the campaign’s execution and evaluated its effectiveness. Finally, it gave recommendations on how the campaign’s pioneering initiatives could be sustained.

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http://hdl.handle.net/10356/66801

Savvy silvers: a campaign to teach senior citizens aged 50 and above learn how to use their smartphones efficiently and subsequently, independently

Authors
Isadora Ong Min Li, Jaime Goh Shi Hui, Sai Fengjia, Elissa Teo Shiting

Supervisor
Ms Kairiah Mohd Tamin

Year
2016

Abstract
Savvy Silvers was a campaign to help senior citizens above 50 to use their smartphones efficiently and independently. It also aimed to dispel fear and increase confidence of senior citizens who are hesitant about embracing smartphone technology. The campaign stemmed not only from personal experiences with senior citizens, but was also in accordance with Singapore’s digital inclusion efforts and national move towards being a Smart Nation.

To find out what senior citizens wanted to learn, the team conducted a survey and subsequently designed a comprehensive smartphone curriculum. This culminated into a series of lessons where senior citizens learnt how to use their smartphones in a conducive and interactive environment in the heartlands. Inter-generational learning between senior participants and youth volunteers was also one of the key features of these smartphone lessons.

The project report examined the rationale for this campaign, discussed the executional tactics implemented in rolling out the campaign and the impact of strategies used. Significant achievements and recommendations to widen the scope of the project were also discussed. The lifespan of Savvy Silvers would be extended beyond its intended duration as partners, including the People’s Association and the Infocomm Development of Authority, expressed interest in rolling out the Savvy Silvers smartphone lessons to other parts of Singapore and developing it into a nation-wide movement.

Click link to view
http://hdl.handle.net/10356/66838