Holding room

Authors
Chan Fanhe, Russell Tan Yang Er, Ho Wen Long, Kheng Narelle Songyi

Supervisor
Mr Daniel Heng Cher Lik

Year
2016

Abstract
Nate can see the lifelines of people — the dying have a waning glow, and those with something left unfulfilled appear as grey to him. As a child, he witnessed his mother’s glow wither away. Since then, the kind-hearted, soft-spoken clairvoyant has made it his mission to help the grey-and-dying. He meets and falls in love with Ruth, an enigmatic young woman, who seems to understand his struggles. She helps Nate come to terms with the questions of empathy and mortality he has struggled with his entire life, but a car accident threatens to take this all away from them.

Click link to view
http://hdl.handle.net/10356/66799

Hide and seek

Authors
Ayeshah Bte Mirzha Alam Arif, Cheah En Wei John, Nadia Natasha Katerina Cheriyan Bte Salim

Supervisor
Mr Daniel Heng Cher Lik

Year
2016

Abstract
Hide & Seek is a suspense thriller that looks at stereotypes, human expectations and the underlying complexity of seemingly normal events. Set in the heartlands, the story features an elderly cardboard collector, Ah Ma, and her young charge, Mei Mei. Mei Mei finds NEW companionship in Clara, a girl who is easy-going and passive. Concurrently, a suspicious character named Lester makes his appearance around the vicinity. Ah Ma develops a strong distrust towards him, believing that he poses a danger to her and Mei Mei. The plot takes a dramatic turn when Lester begins to tail Ah Ma and the series of events that follows could change their lives forever.

Click link to view
http://hdl.handle.net/10356/66851

Aiden: 奇幻的偶遇

Authors
Chong Junfeng, Lek Mei Zhen, Leck Choon Ling (Lu Chunlin)

Supervisor
Mr Daniel Heng Cher Lik

Year
2016

Abstract
Aiden is a fantastical drama about an intelligent nine-year-old boy who does not have a life of his own. His domineering mother has his entire future planned out for him, as she wants him to get into the Gifted Education Programme, and only expects perfection from him. One day Aiden meets a shadow puppeteer at the multi-storey carpark where he lives. Through the puppeteer, he has finally found a sense of freedom and a way to express himself. Will this help Aiden to finally find the courage to stand up for himself?

Click link to view
http://hdl.handle.net/10356/66833

《回味》: After taste

Authors
Lau Chong Wai, Sim Yu Ling, Ng Yihui Rebecca

Supervisor
Mr Daniel Heng Cher Lik

Year
2016

Abstract
回味 huí wèi (After Taste) is a short film set during the early days of mobile phone and social media, and when dual-income families were just becoming a norm. The story is told through the memories of 27-year-old Dennis, a quiet soft spoken man. As he observes his relative going about their duties during the tomb sweeping ceremony of his grandparents’ graves, he begins to think back to when he was 13 years old. A time when he had to convince Ah Ping to cook a bowl of porridge for his ailing grandmother.

Click link to view
http://hdl.handle.net/10356/66865

Chicken beauty pageant

Authors
Jessica Novia Sutrisno, Amrit Kaur Jastol, Nurul Amirah Bte Haris, Eunice Tan Hui En

Supervisor
Ms Lau Joon-Nie

Year
2016

Abstract
The ‘Serama’ pageant is held in Indonesia and Malaysia. The pageant is a beauty competition for chickens, where they are judged on their structure, style and walk. Chicken Beauty Pageant is a 13 minute documentary which follow the 2015 Indonesian Chicken of the Year, King Den, and his owner Haji Yusuf. King Den has won this title consecutively over the last five year, an unprecedented feat. However, as King Den’s ages, he is beginning to lose his lustre, meaning this could be his last year to enter the competition. The documentary opens a window into this interesting world and highlight the ephemeral nature of fame and beauty.

Click link to view
http://hdl.handle.net/10356/66867

Where is the raisin

Authors
Marinah Musa, Chan Hong Yi Derek, Png Su Mei Michelle, Diane Therese Rozario

Supervisor
Ms Lau Joon-Nie

Year
2016

Abstract
‘Where is the Raisin?’ is a documentary film that delves into the life of Kelvin Tan Wei Lian, an individual who was born blind. Kelvin became a household name after winning ‘Project SuperStar’, a Mandopop singing competition back in 2005. Kelvin’s love affair with sports takes him from the ASEAN Para Games to the Chiang Mai Marathon. The documentary follows him on his journey as he challenges the limitations of being visually impaired. Through his startlingly frank philosophies and hilarious anecdotes, Kelvin brings us into his world where his lack of a sight does not disable him from achieving his goals.

Click link to view
http://hdl.handle.net/10356/66761

Peumulia Jamee

Authors
Han Hui Jing, Goh Chiew Tong, Clarissa Sih Shu Ning

Supervisor
Ms Lau Joon-Nie

Year
2016

Abstract
In Buddhist-majority Myanmar, the Rohingya Muslims have been declared stateless. Desperate to break the cycle of persecution, poverty and exclusion, the Rohingya have been escaping to nearby Southeast Asian countries through illegal smuggling networks. Boatloads of Rohingya were left stranded in the Andaman Sea in May 2015. Thankfully, fishermen from Aceh spotted these boats and brought them to shore. However, despite having found a place of refuge, the Rohingya are escaping from their refugee camps. Peumulia Jamee (‘honouring your guests’ in Acehnese) looks at why the oppressed Rohingya would risk it all again in search of a nation they can call home.

Click link to view
http://hdl.handle.net/10356/66857

Nur ’Ala Nur

Authors
Muhamad Danial Bin Mohamad Razak, Liyana Binte Muhammad Hidhir, Radhiah Binte Ibrahim

Supervisor
Ms Lau Joon-Nie

Year
2016

Abstract
Nur ‘Ala Nur is a documentary which follows the journey of Madrasah Wak Tanjong Al-Islamiah in Singapore, as the school prepares its Primary Six students for the 2015 Primary School Leaving Examinations (PSLE) . Every Madrasah in Singapore has to meet an annual PSLE benchmark score, which determines whether the Madrasah is able to enrol new Primary One students the following three years. Our documentary follows the Madrasah’s 2015 PSLE preparations, explores the cultural and psychological consequences of the benchmark and touches on the significance of alternative education systems in Singapore.

Click link to view
http://hdl.handle.net/10356/66878

Transcending beauty

Authors
Katherine Tan, Eunice Lee Jing Ting, Teo Yee Tian Melissa, Hannah Lee Hui Ni

Supervisor
Ms Lau Joon-Nie

Year
2016

Abstract
Transcending Beauty is a 23-minute documentary about beauty and acceptance. It follows the organisers and contestants of the Miss WorldMusic Tiffany pageant, a transgender beauty pageant, held in December 2015. The film focuses on the stories of four characters – two pageant organisers and two contestants. Through one-on-one interviews, and with the competition as a running backdrop, the characters share their stories and thoughts about participating in this pageant, showing how their exuberant personalities translate into fascinating performances on stage.

Click link to view
http://hdl.handle.net/10356/66792

The man of economics: a brief encounter

Authors
Wong Ding Jie, Krystal Foo Shi En

Supervisor
Mr Kym Campbell

Year
2016

Abstract
The Man of Economics is a 12 minute documentary which focuses on the life of Professor Lim Chong Yah, a Singaporean economist and academic. As part of Singapore’s pioneer generation, Professor Lim has been a key figure in the development of the nation. The film hopes to explore the motivations and beliefs behind the man which has led to the man he is today.

Click link to view
http://hdl.handle.net/10356/66849

TELOS

Author
Thanusha d/o Raj Kumar

Supervisor
Mr Seah Chang Un

Year
2016

Abstract
Humans, at the peak of their scientific and technological advancements, are driven by a lust for power and money. Man has abused Mother Nature’s gifts; natural resources dry up, species are dying, and once beautiful landscapes have become wastelands. In the midst of all this, less children are being born and young children die before they reach adulthood. Human beings are on the brink of extinction. This is what is being called the ‘Telos’ end. The surviving humans build a compound called ‘The Village’, in the last unpolluted corner of the world, where Aryana is born, and she maybe the last hope for mankind.

Click link to view
http://hdl.handle.net/10356/66793

A modern love story

Author
Tan Li Jing

Supervisor
Mr Seah Chang Un

Year
2016

Abstract
The story revolves around a pair of twins, Matthew and Andrew. Matthew seems to be the more popular of the two, and Andrew is often bullied by Matthew because of this. However, as time passes, Andrew’s determination makes him a more successful, surpassing expectation, and his brother. But the lives of Matthew and Andrew are forever intertwined, as they go through significant changes, brought on by their respective relationships.

Click link to view
http://hdl.handle.net/10356/66832

Image Credit
Featured image Twin Brothers by Flickr user Melvin PRESSOUYRE. CC BY 2.0

The leap

Author
Tan Yuan Chong

Supervisor
Mr Seah Chang Un

Year
2016

Abstract
The Leap is a 90-min alternate historical sci-fi feature film screenplay revolving around dilemma, responsibilities, romance and appreciation of Singapore’s past success. The script aims to strike a good balance between realism and fantasy. The story uncovers the unpredictability of life phases in an entertaining manner and how the main character takes a leap of faith in various decisions along with different circumstances. The plot ties comprehensively as a loop in timeline with key revelations at the end. It involves notion of time travelling, politics, conflicted interests, trust, friendship and romance.

Click link to view
http://hdl.handle.net/10356/66794

55 Siglap Drive

Author
Louisa Sng Mei Cheah

Supervisors
Mr Seah Chang Un

Year
2016

Abstract
At 55 Siglap Drive lives Joachim Song, an 83-year-old widower with three capable daughters. One evening he loses his way home. Joachim reluctantly goes to the hospital and is diagnosed with mild to moderate Dementia. Now he and his three daughters need to grapple with the complications Dementia presents, testing the limits of their commitments to each other, and coming to terms with the changes they are experiencing.

Click link to view
http://hdl.handle.net/10356/66869

Effects of secondary sources on impression of primary and secondary sources in Twitter

Authors
Kok Shi Ying, Yee Kai Wei, Ng Jia Ming

Supervisors
Assoc Prof Benjamin Hill Detenber & Asst Prof Christopher Cummings

Year
2016

Abstract
Spontaneous Trait Transference (STT) occurs when communicators are perceived as possessing the traits they describe in others. With an increasing use of social media, taking a closer look at impression formation processes in an online context becomes paramount. As functions on social media allow more sources to be associated with a message, it is vital to look at the secondary source in STT on social media and its implications on image management.

This study looks at the effects of the presence of a secondary source on STT. A 2 (trait: with vs. without) x 2 (secondary source: with vs. without) experiment was conducted. A total of 136 participants, aged 18 to 40, took part in an experiment where they rated their impressions of primary and secondary sources after reading stimuli presented in the form of a Twitter feed. The stimuli contained non trait-implying behaviour descriptions as well as trait-implying descriptions, the latter of which containing tweets that express intelligence, politeness, impatience, and laziness.

Results showed that STT is weakened in the presence of a secondary source, and that STT to the secondary source is weaker than STT to the primary source. In addition, perceived salience measures also indicated that the primary source was more salient than the secondary source, bringing new insight to our understanding of the phenomenon.

Click link to view
http://hdl.handle.net/10356/66853

Picture this! Social influence in a visually identified YouTube environment

Authors
Looi Jie Min, Leong Xue Li Alisius Deon, Abigail Chua Wen Qi, Gan Zheing Weii Damian

Supervisor
Assoc Prof Benjamin Hill Detenber

Year
2016

Abstract
This study examines how group effects of user-generated comments influence user evaluations and attitudes towards YouTube videos and their subject matter. Two main theoretical frameworks were applied in this study: the Social Identity Approach (SIA) and Social Identification/Deindividuation (SIDE) model.

This study provides an update to the earlier research conducted by Walther, DeAndrea, Kim and Anthony (2010), through addressing changes in the YouTube’s interface which now includes visually identifiable users. The study also extends Walther, DeAndrea et al.’s (2010) research by applying the SIA as an alternative way of studying social influence on YouTube platforms.

A 2 x 2 x 2 between-subjects factorial design was used in this experiment which was conducted amongst Singaporean university undergraduates (N = 317). Using a YouTube mock-up page, the research examined the interaction between a controversial video about foreign-born sporting talents (FBST) in Singapore and the accompanying user comments from ingroup (Singaporeans) and outgroup (foreigners) members.

Even though the manipulation of outgroup categorization did not work as planned, it demonstrated that user-generated comments can affect user’s evaluation of the video and attitudes towards the subject matter. Clear evidence of social identification mediating social influence within social groups was observed. Findings suggest that social identification could occur even with visual information of commenters, contrary to SIDE’s theoretical predictions.

Click link to view
http://hdl.handle.net/10356/66874

Every man for himself: examining the effects of self-interest on persuasion

Authors
Ng Xin Hui, Vanessa Kong Wei Yi, Chow Li Ying, Tay Matthias

Supervisor
Assoc Prof Benjamin Hill Detenber

Year
2016

Abstract
The study seeks to examine the impact of message source and content on audiences receiving messages that advocate or oppose workplace protection laws. Drawing on source credibility theory, this study compares levels of perceived self-interest and persuasiveness between heterosexual and homosexual advocates.

To understand the persuasiveness of straight allies in advocating for their homosexual counterparts, a 2×2 between-subjects factorial study was used to test for the influence of sexual orientation and position advocated on attitudes toward message source and content.

Conducted over the span of two weeks, 211 respondents from Nanyang Technological University participated in the study. Results concluded that sexual orientation of the message source plays a critical role in persuading audiences into buying an advocacy message, with consideration given to the source’s perceived self-interest and position advocated within the message.

Click link to view
http://hdl.handle.net/10356/66864

The effects of message threat and victim vulnerability on virtual bystander intervention

Authors
Tan Jing Ting, Keng Jun Wei Daniel

Supervisor
Assoc Prof Benjamin Hill Detenber

Year
2016

Abstract
This study explores the effect of message threat and victim vulnerability on virtual bystander intervention using the Social Impact Theory (Latané, 1981) as a theoretical framework. In order to understand if and how a virtual bystander would intervene when witnessing an act of cyberbullying, this study used a 2 (message threat) x 2 (victim vulnerability) x 2 (victim-aggressor pair gender) between-subject experiment involving 88 undergraduates from a university in Singapore.

Participants took part in an online discussion with two confederates and their responses were analysed for bystander intervention and other types of bystander behaviour. The findings revealed that while there was no significant main effect between message threat and virtual bystander intervention, higher victim vulnerability would lead to higher instances of virtual bystander intervention.

High levels of vulnerability result in more bystander intervention, task reorientation initiation and explicit request for cessation of arguments. Message threat and victim vulnerability also significantly interacted such that the likelihood of explicit requests for cessation of argument was greatest when both threat and vulnerability were high. When threat was high and the aggressor was male, more explicit requests for cessation occurred, and when vulnerability was high and the victim was female, more task reorientation initiation was observed.

Results indicate that the Social Impact Theory may not hold true in online contexts where the bystander is highly involved in interacting with both the victim and aggressor.

Click link to view
http://hdl.handle.net/10356/66884

Effects of secondary risk on threat appraisal of dengue fever as a primary risk

Authors
Heng Sihui, Samantha Tan Li Ling, Lim Hui Ying Maybellina, Lorraine Tan Si Jin

Supervisor
Assoc Prof Benjamin Hill Detenber

Year
2016

Abstract
This study aims to explore the effects of secondary risk, present with the adoption of a vaccine, on the appraisal of the primary risk of dengue fever. Using the Protection Motivation Theory as a guiding framework, this study also explores the effects of secondary risk on vaccine intention.

A total of 267 undergraduate and graduate students, aged between 19 to 29, took part in this experiment. We presented participants with two mock online newspaper articles; one on dengue fever and the other on its vaccine. The article on the vaccine contained different information on the vaccine effectiveness, likelihood of vaccine side effects, and vaccine production method.

Results showed that secondary risk in the form of likelihood of side effects has a significant influence on participants’ vaccine intention, F(1, 257) = 4.14, p = .04, η2 = .02. Likelihood of side effects also interacted with vaccine effectiveness to influence participants’ perceived vulnerability to dengue fever, F(1, 258) = 4.32, p = .04, η2 = .02. Vaccine production method was found to have no effect on intention and threat appraisal of dengue fever.

These results add theoretical implications by suggesting a possible extension to the existing Protection Motivation Theory, and practical implications in the way governments and health authorities can craft health messages.

Click link to view
http://hdl.handle.net/10356/66877

Paint the town red

Authors
Anne-Marie Lim Sian Ping, Tan Jo Yee, Lai Zhi Han Scott, Kimberly Rachel Teh Yu Ling

Supervisor
Asst Prof Liew Kai Khiun

Year
2016

Abstract
Paint the Town Red (PTTR) is the first youth-initiated integrated communication campaign in Singapore that aims to raise awareness and reduce stigma about HIV among youths. The campaign was primarily targeted at youths aged 18 – 28. PPTR wants to stray away from conventionally conservative pedagogy in public schools, and seeks to educate and correct outdated and false beliefs about HIV, and at the same time, reduce the stigma and cultivate support for people living with HIV. By making use of a mixed communications model, as well as interactive platforms, PTTR strives to challenge the negative perceptions of HIV among youths in Singapore.

Click link to view
http://hdl.handle.net/10356/66875

Got it covered: a safe sex campaign

Authors
Nicole Loh Voon Voon, Lim Hui Belicia, Lim Weiting, Ngamlamai Wijitra

Supervisor
Ms Kairiah Mohd Tamin

Year
2016

Abstract
Got it Covered is the first safe sex campaign in Singapore specifically targeting women. The campaign encourages Singaporean women to take control of their sexual health by adopting the act of carrying a condom. The campaign was designed to target young Singaporean women aged between 18 to 25. The campaign hopes to ignite conversations about the importance of safe sex, creating discourse and a more gender equal Singapore. This campaign also provides an educational platform for our target audience to seek information about sex-related issues.

Click link to view
http://hdl.handle.net/10356/66904

Breast-feeding friends Singapore

Authors
Ezhilan Oviyum, Koh Kiat Jiun, Kok Yi Ning, Alyssa Teo

Supervisor
Asst Prof Liew Kai Khiun

Year
2016

Abstract
Breast-Feeding Friends Singapore (BFFsg) is a unique nationwide initiative aimed at creating a more inclusive public environment for breastfeeding mothers. The campaign aims to: (1) promote acceptance of public breastfeeding amongst Singaporeans, (2) engage and rally the support of corporates to create a supportive environment for nursing mothers, and (3) encourage mothers to embrace their right to feed their babies in whatever way is comfortable for them. Through various online educational content, public roadshows and pledge drives, the team has also engaged and educated members of the public on how they can better support breastfeeding mothers.

Click link to view
http://hdl.handle.net/10356/66718

Cover a brother: a health campaign to promote sun protection behaviour amongst men

Authors
Lee Yining Dionne, Nicole Jeanne Tan Min, Soo Yun Xuan, Crystal Toh Bao Ning

Supervisor
Asst Prof Kim Hye Kyung

Year
2016

Abstract
Cover a Brother is the first male-targeted sun protection campaign in Singapore, with the aim of educating young males aged 18 to 25 on the importance of practicing sun safety. Men displayed greater behavioural resistance, and lacked knowledge on sun damage and skin cancer risks as compared to women. Cover a Brother devised a strategic communications plan to engage young males on the urgent issue of sun protection. In partnership with the Singapore Cancer Society, the team launched an educational series of UV camera roadshows, outreach activities during outdoor sporting events, and a complementary online content strategy to communicate campaign messages on the risks of ultraviolet (UV) exposure.

Click link to view
http://hdl.handle.net/10356/66876

Join the current

Authors
Huam Wen Yuan, Lynette Teo Wei Ling, Miranda Yeo Siu Hui, Tan Ke Ting Fiona

Supervisor
Ms Kairiah Mohd Tamin

Year
2016

Abstract
Join The Current is an educational literacy campaign set against the global and local decline of news consumption amongst youths. The campaign aims to use current affairs and information literacy as tools to inform, engage and equip preadolescents for their transition into active citizens. Leveraging on a motivational and planned behavioral model across three overlapping phases, Join The Current targeted preadolescents aged 10 to 14 years old. Join The Current effectively raised awareness of measures to increase preadolescents’ current affairs literacy levels and created attitudinal shifts.

Click link to view
http://hdl.handle.net/10356/66925

Art detox: unwind your mind

Authors
Tan Jin Ting, Koh Wen Jing Jamie, Cheyenne Ching Pei Jie

Supervisor
Asst Prof Liew Kai Khiun

Year
2016

Abstract
Art Detox: Unwind Your Mind is a campaign to promote mental wellness through art. The campaign aimed to improve the mental wellbeing of Singaporean adults aged 18 to 29, through encouraging them to incorporate art-making activities into their daily lives, so as to build mental resilience. The campaign’s strategy was designed to effect informational, attitudinal and behavioral changes. Campaign outreach activities were organised to carry across the key messages of the campaign. While online platforms were utilised to extend campaign reach to the target audience due to its convenient and accessible nature.

Click link to view
http://hdl.handle.net/10356/66852

Hello, hygiene? – a campaign on smartphone hygiene

Authors
Muhammad Sadikin Bin Muhamad Jailani, Aisha Lin Tamrend, Eve Ng Ling Nuan, Wong Mei-Yin Eenette

Supervisor
Asst Prof Kim Hye Kyung

Year
2016

Abstract
Hello, Hygiene is a public health campaign emphasizing the cleanliness of personal mobile devices to achieve better overall health and well-being. The purpose of the campaign is to establish awareness of smartphone hygiene as a new hygiene concept, and to effect long-term adoption of the recommended cleaning behavior. Based on the research findings, key messages, and campaign strategies of “social modelling”, “raising risk perception” and “shifting positive intention to behavior adoption” were crafted, which guided specific campaign tactics.

Click link to view
http://hdl.handle.net/10356/66868

Alternative

Authors
Shona D/O Suthendran, Ervin Tham Wei Jie, Poh Wei Ren Ronney

Supervisor
Ms Kairiah Mohd Tamin

Year
2016

Abstract
Alternative is a strategic communication campaign that seeks to inspire unique travel experiences in Singapore through uniquely local activities and places. Designed for tourists visiting Singapore, Alternative aims to promote the rediscovery of Singapore’s tourism landscape, which is currently dominated by the city’s global image as a modernized garden city. The campaign seeks to achieve its goal through introducing native experiences that are core to what makes Singapore unique and differentiated from other nations, hoping to rekindle the alternate discovery of our city.

Click link to view
http://hdl.handle.net/10356/66871

HOMEMADE (COOK IT OR LOSE IT) A social culinary campaign encouraging youths to appreciate and learn their family dishes

Authors
Wong Wen Bin, Sheena Wong Xin Jie, Mohamed Haikel S/O Abdul Aziz, Tai Wei Jie

Supervisor
Ms Kairiah Mohd Tamin

Year
2016

Abstract
Homemade Singapore is a social culinary campaign encouraging youths to appreciate and learn how to prepare their family dishes. Research have shown that adults in their 30s to 40s regret not learning the recipes of their family dishes. Therefore, the target audience of this campaign are youths aged 18 to 25 years old, classified as emerging adults, who are in their final formative years and are at the right age to learn these recipes before it is too late. Through this process the campaign also hopes to preserve the historical value of these dishes, so that they may be passed from one generation to another.

Click link to view
http://hdl.handle.net/10356/66880

Strangers of the night: a public awareness and informational campaign to champion the appreciation of night shift workers in Singapore

Authors
Kow Xin Yi Charissa, Cheryl Teng Sze Hui, Dipshikha Ghosh, Ng Yuin Yi

Supervisor
Mr Ferdinand De Bakker

Year
2016

Abstract
Strangers of the Night is a public awareness and informational campaign promoting the appreciation of night shift workers. The campaign built upon the aforementioned premise that individuals working from 7 p.m. to 7 a.m. in sectors that support our social structure such as medical, transport and security, are given or shown the appreciation they deserve. Targeted at youths aged 18 to 25, the campaign aimed to inspire behavioural change among these youths. The aim was to get these youths to be more grateful towards those who look after Singapore at night, as well as to explore gratitude as a lifestyle choice.

Click link to view
http://hdl.handle.net/10356/66862

Hard conversations campaign

Authors
Lau Siaw Ee, Cheryl Lee, Cheryl Teo Li Min, Florence Tan Yi Wen

Supervisor
Mr Ferdinand De Bakker

Year
2016

Abstract
Erectile dysfunction (ED) has been on the rise amongst younger Singaporean men over the past decade. Despite of this there is still a high ignorance and neglect towards this condition. In light of this trend, Hard Conversations was hence conceptualised to raise awareness of ED. The campaign hopes to normalise the condition and encourage behavioural change, with the aim of reducing prevalence. Targeted at female professionals aged 25 to 35 years old, the campaign aims to address the need for females to be equally educated on the condition, thereafter supporting and encouraging their male partners on prevention and cure of this condition.

Click link to view
http://hdl.handle.net/10356/66873

MORE THAN DIS CAMPAIGN

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.

Click link to view
http://hdl.handle.net/10356/66834

OverComeD: an obsessive compulsive disorder awareness campaign

Authors
Wu Si Ying Christine, Clarisse Tan Yan Dan, Vanathy Chozha Nathan, Sarah Fathima Sultan

Supervisor
Mr Ferdinand De Bakker

Year
2016

Abstract
OverComeD was a mental health communications campaign aimed at increasing awareness of Obsessive Compulsive Disorder (OCD) amongst young people in Singapore. It aimed to create a more supportive environment for people with OCD to seek help.

To do so, the campaign addressed the misconceptions and stereotypes surrounding OCD, helped the target audience to recognise the signs and symptoms of OCD and equipped them with the ability to help a friend or family member to seek help.

The campaign was targeted at tertiary students aged 18 to 25 years old, an age group more susceptible to developing OCD. As such, the campaign focused on youth centred approaches such as social media platforms to communicate campaign messages, interactive on-ground roadshows and activities at tertiary institutions and public areas frequented by youths.

This report details the primary and secondary research conducted prior to the campaign and the key findings that helped to shape the campaign. It also contains details on campaign conceptualisation and execution. Both pre and post campaign surveys are analysed to review the success of the campaign. Finally, the report concludes with a discussion of its limitations and recommendations for future campaigns. The report also contains transcripts, collateral material designs, illustrations and other original documents in the appendix for reference to the main text.

Click link to view
http://hdl.handle.net/10356/66791

After words: a social campaign to address verbal aggression amongst couples in Singapore

Authors
Lee Teng Hui Jonathan, Tan Yu Xuan Charmian, Adele Ong Yuen Yoke, Esther Subramaniam

Supervisor
Ms Kairiah Mohd Tamin

Project year
2016

Abstract
After words was a social campaign to address the issue of verbal aggression amongst couples in Singapore. It aimed to highlight and tackle the unnoticed impact that words have in relationships. Targeted at married and dating couples aged 21 to 39, the campaign strived to raise awareness of verbal aggression, instil a desire amongst couples to reduce verbal aggression in their relationships, and encourage healthier communication.

To achieve this, the campaign’s strategy and initiatives leveraged upon insights gathered from formative research conducted on the topic. Using approaches such as a social experiment, an expert dialogue series, a couple-conversation web series as well as a public outreach event, the team hoped to improve the knowledge, attitudes and behaviours of individuals on verbal aggression through meaningful and educational content.

This project report provides a summary of the primary and secondary research conducted and reveals the key findings used to mould the campaign’s strategy and objectives. It documents the formulation and execution of the campaign in detail. As a measure of effectiveness, a section on campaign evaluation is dedicated to analysing the results from our campaign surveys as well as reviewing the sentiments of our target audience. Challenges faced throughout the course of the campaign are also represented in terms of the limitations, for which recommendations are provided. Finally, we discuss plans for future directions through the development of sustainability initiatives and extended collaborations.

Click link to view
http://hdl.handle.net/10356/66850

Starting from scratch

Authors
Bernice Koh Jia Hong, Goh Shun Jie, Tan Benjamin, Tan Li Ling Joanne

Supervisor
Mr Ferdinand De Bakker

Year
2016

Abstract
Starting from Scratch was a health communications campaign targeted at teenagers aged 12 to 17, both with and without eczema. It sought to educate teenagers on eczema by increasing awareness and dispelling misconceptions of the condition, so as to create a supportive and understanding environment for teenage eczema sufferers.

The campaign aimed to achieve this goal through roving exhibitions held in secondary schools, promoting learning through an interactive game and leaving encouraging messages of support for those suffering from eczema. Online, the team curated stories of everyday people with eczema, and allowed sufferers to find a platform to share their experiences.

Primary and secondary research conducted helped to shape the campaign. Based on research findings, the problem statement was identified, which helped hone the campaign’s strategy, tactics and goals. With the campaign’s branding and identity in mind, it was clear that the campaign needed to be relevant to teenagers with and without eczema. Both online and offline platforms were utilised equally to engage teenagers inside and out of school. Assessment of the campaign tactics was also completed, which included a post-survey evaluation, media monitoring and engagement on social media platforms. Finally, limitations and future recommendations for the campaign were discussed, including plans on sustainability.

Click link to view
http://hdl.handle.net/10356/66688

Come, let’s eat!

Authors
Lim Mu Yao, Pang Khin Yang Magnus, Yeo Si Ming, Jay Ng Jian Yang

Supervisor
Mr Ferdinand De Bakker

Year
2016

Abstract
A disconnect between a globalised Singapore and an unyielding definition of what it means to be multicultural has led to increased societal tensions. However, if perspectives can expand beyond such a rigid definition of multiculturalism and embrace differences as enrichment, these tensions can be eased. As a major part of Singaporean life, food holds the potential to bridge this divide between cultures in Singapore by creating opportunities to bring people together.

Come, Let’s Eat! was a communication campaign which aimed to help young Singaporeans connect to foreign cultures and people through food, increase their cultural knowledge and develop positive attitudes towards intercultural interaction.

The campaign organised a series of events such as dinners and cooking classes, supported by online and social media content, to create platforms where over 150 young Singaporeans learned and experienced foreign food and cultures as well as interacted with foreigners.

This report details the literature review and primary research on culture and food that led to the conception of this campaign, and the theoretical frameworks that guided the campaign’s strategies and tactics. The execution of the campaign is presented, along with the various methods used to assess the success and efficacy of the campaign in achieving its objectives. Various limitations and recommendations for the campaign are also discussed.

Click link to view
http://hdl.handle.net/10356/66719

Back to “I Do”: strengthening marriages in Singapore

Authors
Yew Eian Kian, Justine Amanda Koh Ying Xue, Shermaine Lau Boon Kuan, Chiam Ningrong

Supervisor
Asst Prof Liew Kai Khiun

Year
2016

Abstract
This was an integrated public relations campaign targeted at married couples in the Strawberry Stage, aged 30 to 39. It aimed to strengthen marital bonds among couples in Singapore by motivating them to not only have a functional marriage, but also a fulfilling one through increasing their marital satisfaction in three ways: (1) increasing their commitment level, (2) increasing their intimacy level, and (3) improving their conflict resolution skills.

Based on the AIDAR model, the campaign employed the use of both traditional and new media techniques to garner attention and interest in three phases. The team held multiple roadshows in various parts of Singapore which culminated in a Couples’ Retreat. The campaign secured a total of $56,784 in terms of sponsorship value. In return, the campaign’s advertising value equivalent (AVE) was worth $16,154 with a total offline and online impression count of 14,787,523.

This report presents a summary of the primary and secondary research which guided the campaign’s communication tactics, creative execution, and an evaluation of the campaign’s effectiveness. The latter includes post-campaign surveys, testimonials, metrics from both online and offline publicity efforts, and an analysis of traditional and new media coverage. The report concludes with an assessment of limitations and recommendations for the campaign. The appendix comprises of materials that complement the main text, providing a detailed background to the campaign process.

Click link to view
http://hdl.handle.net/10356/66854

Share the care SG: supporting family-caregivers of persons with special needs

Authors
Ho Xiu Xian, Lim Weixuan Lionel, Tan Jia Ling, How Sze Yin

Supervisor
Asst Prof Kim Hye Kyung

Year
2016

Abstract
Share the Care SG was the first local campaign calling for community support for family-caregivers of persons with special needs. It encouraged Singaporeans to “care for family-caregivers” of persons with special needs by providing social support.

The campaign was at targeted adults aged 25 to 54 years old, activating them to offer social support to the family-caregivers around them. By raising awareness of the challenges faced by family-caregivers and the ways one could offer social support, the campaign aimed to cultivate an inclusive environment where members in the community offer support to the family-caregivers among them.

This report presents the findings from primary and secondary research which helped shape the campaign’s goal, objectives and strategies. It details the campaign’s progress from conceptualisation to execution. The success of the campaign was evaluated with a discussion on its effectiveness and limitations. Recommendations were also made to help guide future projects of a similar nature. This report is accompanied by an appendix containing campaign materials, diagrams and collateral designs.

Click link to view
http://hdl.handle.net/10356/66759

Don’t choose binge: a promotional campaign to reduce binge

Authors
Kameswari D/O Narayanan, Jeanette Tan Yee Ching, Cherie Yeo Li Wen, Ethel Chua Jia En

Supervisor
Mr Ferdinand De Bakker

Year
2016

Abstract
Don’t Choose Binge was a public communications campaign aimed at reducing binge drinking behaviours amongst young adults in Singapore. It was targeted at young people aged 18 to 25 years – an age group in which binge drinking behaviour is the most prevalent.

The campaign strategy concentrated on youth-centric approaches which incorporated heavy use of social media platforms and outreach at tertiary institutions. Through positive peer influence, the campaign sought to establish responsible drinking as a widely acceptable social norm.

This project report provides an insight into the formative research conducted and the key findings that shaped the campaign’s tactics. It offers an in-depth look at the conceptualisation and subsequent execution of the campaign. The report also analyses pre-campaign and post-campaign surveys to assess the effectiveness of the campaign. To conclude the report, limitations of the campaign, recommendations on avenues for improvement, and its future direction are discussed. This report is also supplemented by collateral designs, event pictures, and other original documents in its appendices.

Click link to view
http://hdl.handle.net/10356/66683

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.

Click link to view
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.

Click link to view
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.

Click link to view
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.

Click link to view
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.

Click link to view
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

Moving on from mental illness

Author
Neo Wee Kang Daniel

Supervisor
Mr Lim Wui Liang

Year
2016

Abstract
The photojournalism project, Moving On From Mental Illness, seeks to highlight the importance of caregiving in mental illness recovery through featuring the lives of three mental outpatients along with their caregivers. It shows their journey together in coping and moving on from mental illness. This project also offers a glimpse behind the ward doors of Institute of Mental Health.

Through a visual representation of their stories, the project hopes to raise awareness and promote empathy for the mentally ill and their caregivers. Being marginalised by stigmatisation, they need the society’s acceptance and understanding while they battle their illness towards recovery. With or without their illness, they are still a part of our society. As fellow Singaporeans, they deserve just as much help as any other patient who is facing a terminal physical illness along with their caregiver.

This project report highlights the author’s thought processes and various challenges faced in the different phases of the project, such as basic research, actual photographing, and the production of a photo book and exhibition. It also includes his insights on the stigmatisation of mental illness in Singapore’s present-day society.

Click link to view
http://hdl.handle.net/10356/66687

Jafar Panahi: a conversation with humanity

Author
Lee Kit Ying Evelyn

Supervisor
Assoc Prof Stephen Teo Kian Teck

Year
2016

Abstract
In recent times of great conflict and intolerance in the world, Jafar Panahi’s films, focusing on the human being in Iran, strips away the boundaries we construct that divide and distinguish one human being from another. An unfamiliar culture and distant place becomes a real experience for us, and one film at a time, Panahi continues his ongoing conversation with humanity, even as he faces difficult restraints within his home country. This dissertation, in honour of Jafar Panahi and Iranian cinema, is a conversation with humanity alike, drawing from various scholarships and sources without discriminating time and place, to compare and supplement Panahi’s view of Iran and the human being, his love for people and the streets they cross every day.

Click link to view
http://hdl.handle.net/10356/66856

Image Credit
Featured image Jafar Panahi by Flickr user Aslan Media. CC BY 2.0.

The Marvel cinematic universe: uncovering the secrets behind its big bang

Author
Goh Si Han

Supervisor
Assoc Prof Stephen Teo Kian Teck

Year
2016

Abstract
Eight years since its inception, the Marvel Cinematic Universe has become the highest-grossing film franchise worldwide in the history of film. While critics have attributed the franchise’s commercial success to the rise of the comic book movie genre, the Marvel Cinematic Universe’s exceptional popularity in a market saturated with similar superhero competitors cannot be explained by genre alone. This paper argues that the franchise’s comparative advantage comes from its world-building processes constructing a complete and consistent world that assimilates genre signifiers without disturbing audiences’ conceptual immersion and that is structured for synergistic growth, ultimately leading to the diegetic world’s applications in audience engagement that ranges from the self-conscious management of audience expectations to the transmedia extension of cinematic audience engagement. Concurrently, this case study also demonstrates how world-building concepts can be integrated with an approach to film genre to derive a more effective approach to analysing contemporary blockbuster franchises as the industry shifts towards world-building practices.

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http://hdl.handle.net/10356/66682

The phantom referent: perceptual realism in cinema

Author
Aloysius Boh Chee Kai

Supervisor
Assoc Prof Stephen Teo Kian Teck

Project year
2016

Abstract
We live in an age where photorealistic objects in films do not necessarily have physical referents — look no further than the dinosaurs in Jurassic World (2015), and the wormhole in Interstellar (2014). Yet when people watch Jurassic World or Interstellar, their typical response is, “That looks so real!” This is an implicit attempt to locate real-world referents of the aforementioned cinematic objects. If we are to retain this persisting intuition that there is an indexical relationship between the photograph and the photographed object in the context of films, then a new type of referent has to be posited, called the “phantom referent”. This thesis offers an ontology of the phantom referent.

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http://hdl.handle.net/10356/66858

The hidden scar: uncovering Singapore’s trauma preparedness

Authors
Tiffany Goh Qi Qi, Steffi Koh Min Xuan, Amir Bin Yusof, Goh Rui Qi

Supervisor
Asst Prof Debbie Goh Pei Chin

Year
2016

Abstract
This is a feature writing project on how different sectors of Singapore’s society manage post-traumatic stress, and it looks into whether the country is psychologically prepared for crises. Collated into a feature magazine, the stories are split into three main segments, spanning from the preparation measures taken by nation to the social and legal challenges faced by trauma survivors. The stories are interspersed with snapshots showcasing healing options that trauma survivors turn to, aside from conventional psychotherapy and medication.

Click link to view 
http://hdl.handle.net/10356/66870

The caregiver crunch

Authors
Rebecca Faith Iskandar Tjoa Shu Fei, Rahimah Beghum Bte Abdul Rashith

Supervisor
Asst Prof Debbie Goh Pei Chin

Year
2016

Abstract
An aging population without the caregivers to match. Singapore is ageing at an unprecedented rate. There is a lot of talk about letting the elderly lead a more dignified life but largely absent from the conversation are the people who support these seniors.

People who are not dying but still battle sickness around them each day. People who worry about the health of others as their own. People who are caregivers of the elderly. These are not the healthcare professionals who spend years in training but every day people who dedicate years of their lives to caring for their loved ones as age catches on. Caregivers are women, men, daughters, sons, in-laws, spouses, maids, friends, colleagues and family members, who are pillars of support in times of their loved ones’ old age. Yet, each faces unique hurdles in his or her circumstances.

Half a century of increasing life expectancy has spread the weight of caring for a growing number of elderly over the smaller families of today. Caregivers are stretched thin as family sizes shrink and some become the default choice as caregiver in the family. They can feel like a population abandoned— aching bodies, lost time, vanishing savings— they shoulder the burden of looking after their loved ones, ignoring the strain on their own backs. In return, they lose out at work, miss important social gatherings and worse, neglect their own needs.

As a modern society entrenched in conservative values, it has become shameful to ask for help. Ageing issues are kept behind closed doors even as families struggle to cope with caring for their elders.

In this research, the project team spoke to experts, counsellors and researchers, and gathered stories of caregivers who shared their trials and tribulations, strength and sorrows. Here are the stories.

Click link to view
http://hdl.handle.net/10356/66686

Lit nation

Authors
Ng Li-Ting Andrea, Catherine Jane Nicholas, Nur Diyanah Binte Abdul Aziz, Smita Wee Shu Min

Supervisor
Asst Prof Debbie Goh Pei Chin

Year
2016

Abstract
The roots of literature in Singapore stretch back to the island’s colonial past, when it was used to teach students the values of their English colonial masters. When Singapore gained independence in 1965, there was less of a need to study such values, neither was there space for an art form seen to contribute little to the economic progress of pragmatic Singapore. Snuffed by society in its decades-long push for progress through math and the sciences, and by students for being a “hard to score” subject, literature’s place fell behind.

Yet, despite that, the literature scene has been quietly blooming on its own, with passionate characters doing their part to push literature further to the forefront of society and into the hearts of Singaporeans. This feature writing final year project thus seeks to explore the different characters in the close-knit Singapore literature scene as they work to keep literature alive in Singapore. All the while, overcoming the challenges of old and new times, particularly, the notorious enemy of the pen and paper – electronics and digital platforms.

Click link to view
http://hdl.handle.net/10356/66796

Uncaged: combat sports in Singapore

Authors
Cynthia Choo Xin Le, Fiona Lam Ke Fang

Supervisor
Asst Prof Debbie Goh Pei Chin

Year
2016

Abstract
Uncaged is a journalism feature about combat sports in Singapore. It delves into the adrenaline-filled world of combat sports to uncover the revitalisation of traditional disciplines, the shattering of gender norms, the journey of elite Singapore fighters, the dangers of crash weight losses, the flourishing of related businesses, and the intricate planning that goes into organising fight extravaganzas.

Underneath Singapore’s sterile facade bubbles a rowdy, passionate community jostling for acceptance and official recognition. Made up of mostly youths and young working adults, the combat sport circle is expanding at an explosive rate in Singapore and making the move from niche to mainstream.
Not many sports are able to gather 10,000 paying spectators at the Singapore Indoor Stadium but mixed martial arts is one of them. The Singapore fight circuit is seeing multiple upward trends: more practitioners, more combat gyms, more competitions, more rising homegrown stars, and more global fight organisations setting up shop here. But along with the dizzying growth also comes uncharted waters which the fight community must navigate. Concerns over safety, health and injury are growing as inexperienced weekend warriors jump on the fight bandwagon without understanding how to protect themselves. Some combat sports also wrestle for official support, an uphill task due to Singapore’s focus on performance and the sports’ seemingly violent nature.

Click link to view
http://hdl.handle.net/10356/66848

Multiracialism: are we there yet?

Authors
Nicole Chia Hui Ming, Ng Xiang Ting Charmaine, Ng Gewen Godwin, Constance Yeo Hui Ting

Supervisor
Asst Prof Debbie Goh Pei Chin

Year
2016

Abstract
This feature writing project is a culmination of stories on Singapore’s multiracialism and progress in achieving equality for all races. It is brought together by more than 60 interviews with individuals, experts, politicians and activists.

Throughout Singapore’s 50 years of independence, multiracialism has been one of the core tenets of the country’s governance, and has been continually emphasised by the government as a key to the country’s social stability and economic success. But recent stocktakes of interracial relationships among Singaporeans and notable pushback from minority races hint at room for improvement in racial relations. While the government has put in place measures to combat racial prejudice from surfacing in areas such as politics and public housing, stereotypes, prejudices and even discrimination still manifest among Singaporeans on the ground.

Through the themes of discrimination, representation and identity, this project looks at the state of interracial relations among students, teachers, colleagues and families. It highlights the types of racism experienced every day by minority races; the actions taken by activists to bring these issues to light in a society where talking about race is considered taboo; and the efforts by minority groups trying to assert their ethnic identity.

Click link to view
http://hdl.handle.net/10356/66859

融合与冲突:新多元化的挑战: Integration and conflict: challenges in the new multicultural Singapore

Author
Liu Ting Ting

Supervisor
Prof Hao Xiaoming

Year
2016

Abstract
This is a Chinese language feature on immigration and integration policies in Singapore. The immigration and integration issue is one that is complex and difficult to unravel. Numerous government policies have been mooted and implemented to better integrate immigrants into Singapore society, to varying degrees of success.

Out of the many recent policies, none is perhaps as controversial as the Population White Paper of 2013 (National Population and Talent Division, 2013) which suggested amongst many things – that a population of 6.9 million is necessary for Singapore’s economy to remain competitive (National Population and Talent Division, 2013). The groundswell of opinions that arose from the incident solidified it as one of the most important events that highlighted the tension that existed between Singaporeans, new citizens and the migrant workforce. Incidents such as the Little India riot in the later part of the year and local protest against the Philippines Independence Day event, the following year, only served to further divide public opinion on the matter (Tan K. P., 2015).

While the mainstream media have addressed the issue of immigration and integration in the aftermath of these incidents, commentary of these incidents have often been single dimensional. News reports addressing immigration and integration concerns usually take on the format of a group of scholars discussing the issue alongside government officials (Lim, 2015). What these reports tend to overlook are the alternate voices that have found a platform and audience via social media. While these voices have a tendency to project controversial sentiments and/or populist ideas, what is undeniable is that these voices, together with the narratives supplied by the mainstream media form a collective opinion on the issues of immigration and integration (Chong, 2015).

It has been three years since the controversial Population White Paper and it is a good time to take stock of the various initiatives that have since taken place. Through the interviews with members of the academia, “controversial” figures and the “men/women-in-the-street”, the author collected a compilation of stories and ideas in an attempt to provide a clearer picture of the current challenges and issues surrounding immigration and integration, as well as point the way forward for the future.

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http://hdl.handle.net/10356/66872

妳不再孤独-前女囚犯的重返社会旅程: She’s no longer alone: re-integration journey of female ex-offenders

Authors
Choy Xin Ying, Lu Yawen

Supervisor
Prof Hao Xiaoming

Year
2016

Abstract
This is a Chinese journalism feature series on female ex-offenders in Singapore which focuses on the self, family and community effort in their rehabilitation journey. It explores the different challenges faced by female ex-offenders (as compared to male ex-offenders) in reintegrating into society successfully.

A series of features tells of how imprisonment changed an ex-offender’s attitude to life and how being employed played an important role in her reintegration journey (摆脱毒品 争得自由); how opportunities of employment through rehabilitation programmes helped ex-offenders get back on track (重回职场 自力更生); how family played different roles in two ex-offenders’ life and the relationship of incarcerated mothers and their children (为了家 不再回头); how volunteers provided ex-offenders with social support in their reintegration (义工故事: 让她们找回灵的归宿); how an ex-offender used her background to connect easily with other ex-offenders and the reasons behind her avid volunteering work (迷途知返 不再孤‘毒’).

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http://hdl.handle.net/10356/66837