pastyearprojects

Authors
Chan Long Teng, Ho Seok Kian Agnes, Shawn Choy Zikai & Quek Chwee Lin Vinnie

Supervisor
Ms Melina Chua

Year
2014

Abstract
The Next Stop is a social campaign to help emerging adults navigate the quarter-life crisis and seek clarity about life after graduation. Engaging tertiary students of aged 18 to 25 via online and offline platforms, it provides feature stories and tailored resources for young people to be stronger and happier adults. The report summarises the research that guided the campaign strategy and key messages, the execution of campaign and evaluation of the campaign’s effectiveness. It includes press clippings, collateral design and detailed survey results.

Click link to view
http://hdl.handle.net/10356/60097

Additional link
https://www.facebook.com/sgnextstop

Authors
Chin Yi Xin, Heng Yih Fang, Lei Hoi & Lee Ker Hui Felicia

Supervisor
Assoc Prof Lee Chun Wah

Year
2014

Abstract
Fit to Win is a Nanyang Technological University student-initiated health promotion campaign. It is the first social weight loss challenge in Singapore that utilises an incentive-based system to motivate participants to engage in healthy behaviours. The report documents the entire campaign covering formative research, strategic communications, sponsorships, campaign execution, public relations plan, expenditure and evaluation of its effectiveness and limitations.

Click link to view
http://hdl.handle.net/10356/60072

Additional link
https://www.facebook.com/fittowin.sg

Authors
Guo Zhengxuan Lucas, Carolyn Dali Luo Lin, Tan Kor Woong, Chew Jia Hui Kalyn

Supervisor
Ms Melina Chua

Year
2015

Abstract
This report presents the Unravel Travel campaign, a first ever student-led strategic communication campaign to inspire travel to cities that are lesser-known among young adults in Singapore.

Targeted at young adults aged 18 to 28, the campaign aimed to deepen the understanding of travel by making a clear distinction between travel and holiday, traveller and tourist; to generate awareness of cities lesser-known within Southeast Asia by providing tailored information; to empower our target audience by sending them to selected cities as travel bloggers. Through these efforts, the team encouraged target audience to set foot on cities less-travelled in the future. Evaluation of the campaign included pre and post-campaign surveys, metrics from online and on-ground promotion, and a thorough analysis of all media coverage

This report summarises the primary and secondary research that guided the campaign strategy and key message. It outlines the journey from conception to execution, and concludes with analysis and evaluation of the campaign’s effectiveness based on impact and output objectives. It also highlights efforts to further develop and sustain the campaign. Appendices supplement includes media clippings, collateral design and detailed survey results.

Click link to view
http://hdl.handle.net/10356/63177

Additional links
https://www.facebook.com/unraveltravelSG

Authors
Koh Yong Sheng, Sandy Lai Yue Lin, Quek Shi Min

Supervisor
Ms Melina Chua

Year
2015

Abstract
Targeted at youths aged 18 to 35, So Peranakan! was an integrated cultural communication campaign to cultivate understanding and interest in Peranakan culture so that its legacy is passed on from one generation to the next.

The primary objective was to communicate the concept of modern Peranakan to help youths identify and incorporate the culture into their everyday lives. Referencing the AIDA Model, the campaign utilises Facebook and Instagram, and multiple school and commercial outreaches to attract attention and interest. It held experiential workshops and a So Peranakan! festival to create desire and action.

The campaign was evaluated via pre and post-campaign surveys, participant feedback for workshops and festival, several online and offline publicity metrics, and a content analysis of both traditional and new media coverage. Including advertising value equivalent (AVE), public relations value, total media impression and sponsorship value, the campaign was overall valued at S$488,251.82.

This report presents the formative research that guided the conceptualisation, planning and execution of the campaign. It outlines the communication tactics and creative execution, and wraps up with a discussion of limitations and recommendations. All original documents, campaign collaterals, campaign timeline and detailed tables, graphs and charts are included.

Click link to view
http://hdl.handle.net/10356/63174

Additional links
https://www.facebook.com/soperanakan
https://www.instagram.com/soperanakan/

Authors
Abigail Heng, Cassi Yang Shi Yin, Chua Yuxuan, Lau Kia Yong

Supervisor
Ms Melina Chua

Year
2015

Abstract
Brolls Over Trolls (BOT) was a communications campaign which aimed to empower youths aged 18 to 29 to adopt positive social media behaviour amidst a landscape flooded with trolls. It was the first campaign of its kind to create a symbol that encapsulates the anti-thesis of a troll.

This report provides the insights behind the team’s extensive formative research which were instrumental in formulating the campaign’s strategy and tactics. An assessment was then conducted on the campaign’s objectives to evaluate the success of it. Finally, the report discusses the limitations of the campaign and explores possibilities of future expansion of the project. Original documents, research, collaterals, diagrams and transcripts of conversations are included in the appendices.

Click link to view
http://hdl.handle.net/10356/63374

Additional links
https://www.facebook.com/brollface

Authors
Ng Ming Min, Sharon Lok Swee Fang, Yiap Dai Ling

Supervisor
Mr Ferdinand de Bakker

Year
2015

Abstract
It is a well-known fact in the local animal welfare scene that older shelter or abandoned animals are least likely to find new homes. Tragically, many older pets live out the remainder of their lives in shelters, or are euthanised to make room for more adoptable animals.

Old Is Gold was a communications campaign started to advocate better welfare and adoption of senior pets, and to show that senior pets deserve loving homes too. It was targeted at prospective adopters, as well as past and current senior pet owners. Supported by the Agri-Food & Veterinary Authority of Singapore and reputable animal welfare organisations, new media was harnessed to spread the campaign message through multiple online platforms and offline efforts were extended via on-ground activations and events. A detailed analysis was conducted on the impact and overall success of the campaign.

This paper provides the primary and secondary research that formed the backbone of the campaign’s strategies, plans and execution. It also highlights the challenges and triumphs experienced by the team, limitations and recommendations for the future. Original documents, collaterals and diagrams are included in the appendices.

Click link to view
http://hdl.handle.net/10356/63611

Additional links
https://www.facebook.com/OldIsGoldSG

Authors
Leong Zhiwei Mark, Loh Han Le, Loh Shi Qin Melanie, Teo Wan En

Supervisors
Mr Ferdinand de Bakker, Ms Amanda Huan

Year
2015

Abstract
Paths was an inter-faith campaign aimed at achieving inter-religious respect and understanding in university students, aged 19 to 25, by inculcating in them an interest to know about different religions.

Singapore is a religiously diverse nation that has witnessed increasing religiosity in recent years so religious harmony between different religious groups becomes increasingly important. However, although the future of inter-faith harmony is dependent on the youth, there are not many inter-faith programmes targeted at them.

Employing storytelling as the main strategy, the campaign reached out to the target audience using a mixture of online and offline methods, including social media, school roadshows and a flagship event. It was effective in increasing the interest of participants in knowing about other religions, and finding out more on their own.

This report details the literature review and formative research that formed the basis for the campaign’s conceptualisation, communication strategies and tactics. It also presents an evaluation of the campaign’s overall success and effectiveness, limitations and challenges, as well as recommendations for future initiatives.

Click link to view
http://hdl.handle.net/10356/63405

Additional links
https://www.facebook.com/paths.sg

Authors
Andrew Chan Jialing, Chua Jian Wai Russell, Khoo Yin Suen, Yeo Ying Ying

Supervisors
Assoc Prof Lee Chun Wah, Mr Ferdinand de Bakker

Year
2015

Abstract
Speak Your Mind SG is an upstream health promotion campaign aimed at promoting greater awareness about optimal mental well-being amongst teachers in Singapore.

While work-related stress is an inevitable part of today’s contemporary and fast-paced world, some professions are thought to experience greater levels of stress, and hence higher vulnerability to poor mental well-being. The teaching profession has been identified as one such profession.

Targeted at pre and in-service teachers, the campaign was conceptualized to educate teachers on ways to optimize their mental well-being using the Health Promotion Board’s five components of mental well-being. Through a three-stage approach – communicate, educate and initiate – it aimed to create a work environment with strong peer-to-peer systems where teachers could find support and encouragement when faced with work challenges.

This report contains primary and secondary research detailing the state of mental well-being amongst Singapore teachers. It explains the frameworks guiding campaign strategies, tactics and execution. It discusses risks and assumptions involved, and directions for future research. Original documents, collaterals and diagrams are included in the appendices.

Click link to view
http://hdl.handle.net/10356/63176

Additional links
https://www.facebook.com/speakyourmindsg

Authors
Angeline Chua Wei Ting, Hoong Shuman Melissa, Lim Sun Thai Sae Lim, Tan Yi Xin

Supervisor
Mr Ferdinand de Bakker

Year
2015

Abstract
The project’s campaign Espousing Hope (EH!) aimed to encourage dialogue about spousal violence among young adults in Singapore. Targeted at youths aged 19 to 25, it hoped to spark conversations, online and offline, to create an open and supportive social environment, pushing the spousal violence issue from private sphere onto public agenda. This was so that victims and perpetrators feel validated and supported if and when they want to seek help or comfort.

This report contains primary and secondary research on our target audience’s attitudes and perceptions towards spousal violence. It also details the theoretical framework on which the strategic campaign communication was based, campaign execution and tactics, and campaign evaluation based on impact and the fulfilment of output objectives. It concludes with campaign limitations and challenges, and recommendations for future directions. Original documents, campaign collateral materials and diagrams are included in the appendices.

Click link to view
http://hdl.handle.net/10356/63117

Additional links
https://www.facebook.com/EHSingapore
https://www.instagram.com/espousinghope/

Authors
Ho Meng En Matthias, Jamie Foo Li Ning, Louise Jane Cher Rui Jing, Nor’Huda Binti Mohamed Abidin

Supervisors
Assoc Prof Lee Chun Wah, Mr Ferdinand de Bakker

Year
2015

Abstract
We Are Singavore was a public and promotional communication campaign aimed to educate young adults on the importance of supporting local produce and to provide viable options for them to do so. It was targeted at young adults aged 21 to 30, a demographic which past initiatives did not appear to focus on. The pre-campaign survey found that they lacked knowledge about local produce and its benefits, and perceived difficulty in supporting it.

To bridge this knowledge gap, information was shared primarily on the campaign’s online
platforms. Offline efforts facilitated the target audience’s consumption of local produce through distributing food samples cooked with local produce, and partnering with food and beverage outlets which support the same cause. The campaign managed to raise the target audience’s awareness of local produce and improve their perceptions of it.

This report provides findings from desktop and primary research which were crucial in crafting the campaign strategy. The strategy, in turn, guided the development of the campaign’s message and tactics. The report also details activities carried out in various stages of the campaign and evaluates their effectiveness to determine if input and output objectives have been met.

Click to view link
http://hdl.handle.net/10356/63184

Additional links
https://www.facebook.com/wearesingavore
https://www.instagram.com/wearesingavore/

Authors
Lin Yanxiang, Goh Hui Ting Sherry, Felicia Ee Fang En, Cai Huiting Serene

Supervisors
Assoc Prof Lee Chun Wah, Mr Ferdinand de Bakker

Year
2015

Abstract
My Ah Ma Make One was a social movement to celebrate Singapore’s unique snacks heritage against the backdrop of the nation’s fiftieth birthday (SG50).

Primarily targeted youth aged between 18 to 35 years old, the campaign aimed to preserve and promote traditional snacks among today’s youth who would be the heirs of the local traditional snack heritage.

Leveraging on narrative persuasion through the sharing of stories and skills, the team sought to foster inter-generational bonds among grandparents and grandchildren. Through the integrated use of social media and island-wide events, the campaign effectively raised the level of knowledge of local traditional snack heritage among youth, and increased their behavioral intents to learn about traditional snacks and bond with grandparents. The team also worked with sponsors and partners to prolong the campaign’s lifespan with a scheduled publication.

This report showcases the primary and secondary research, execution of creative plans, strategies and tactics, achievements, limitations and recommendations. Original documents, collateral materials, as well as comprehensive tables and charts are included in the appendices.

Click link to view
http://hdl.handle.net/10356/63172

Additional links
https://www.facebook.com/MyAhMaMakeOne
https://www.youtube.com/channel/UCyM871yxx3z1-6iZPuimsiw

Authors
Chan Xin Hui Amy Beth, Dorothy Chong Sue Ting, Ng Yu Xin Karen, Sukanthy

Supervisor
Mr Ferdinand de Bakker

Year
2015

Abstract
Targeted at couples in committed relationships, Celebrate Love SG was a communications campaign which aimed to emphasise the importance of appreciation in romantic relationships.

While there had been past initiatives on relationships, they were aimed at encouraging relationships for singles or at promoting healthy marriages. In view of this, Celebrate Love SG was conceptualised to support relationship satisfaction by promoting the recognition of and appreciation for expressions of love in relationships.

A three-phase execution plan was developed to encourage reflection among the target audience of their partners’ acts of appreciation. The campaign employed the use of offline and online outreach to expand its impact. A thorough analysis of the campaign activities was conducted, and it was determined that the campaign was successful in achieving its impact and output objectives.

This report explains the research that provided insight for the development of the campaign strategies. Details of the campaign tactics and publicity efforts are outlined and the campaign’s achievements and limitations discussed. Recommendations for future initiatives are also included.

Click link to view
http://hdl.handle.net/10356/63125

Additional links
https://www.facebook.com/celebratelovesg

Authors
Cheong Wei Lin Cheryl, Foong Yumei, Michelle Ann Kwara, Ruby Lim You Shi

Supervisor
Mr Ferdinand de Bakker

Year
2015

Abstract
Get Fined was Singapore’s first campaign to encourage financial literacy among Singapore undergraduates through the use of creative expression and dialogue.

Singapore introduced the first national financial education programme in 2003. Despite numerous initiatives by financial and tertiary institutions, a worrying 90% of young adults were reportedly unprepared for their financial future and lacking in personal financial management skills.

The project team decided to investigate and address this lack of financial understanding with a campaign which aimed to highlight the urgency of being financially literate, rebrand financial knowledge and encourage financial literacy to jolt undergraduates to take action in financial planning. The campaign achieved significant success in engaging with undergraduates – 98.59% of the participants found the campaign relevant.

This report outlines the campaign’s formative research, strategies, programming and execution. It includes evaluation of the campaign’s impact, discusses implications of the campaign findings for future financial education for undergraduates, as well as offer recommendations for the sustainability and expansion of this campaign. It also contains survey processes, charts and photographs.

Click link to view
http://hdl.handle.net/10356/63195

Additional links
https://www.facebook.com/getfinedsg

Authors
Moy Yanming Martina, Foo Peiying, Loh Phieh Hsi Wanda

Supervisor
Mr Ferdinand de Bakker

Year
2015

Abstract
This report details Thorns and Beyond, a three-month public relations campaign that celebrates the act of storytelling in Singapore’s food culture. The initiative was targeted at local university students aged 19 to 26 and focused on advocating the durian as a medium through which stories are formed, recalled and shared.

Discourse about local food in Singapore is often limited to preparation and consumption. Thorns and Beyond delved into the oft-overlooked cultural aspects: the multitude of tradition, stories and human experiences which arose as a result of one particular fruit – the durian. Storytelling formed the tactics and programming used in the campaign to spread awareness of durian stories and create opportunities for the target audience to share their own stories.

The report presents the academic and formative research which led to campaign conceptualisation and execution, as well as the key strategy and tactics employed. Results and effectiveness of the campaign were evaluated and future recommendations proposed. Detailed appendices show written, transcribed and pictorial documentation of the campaign process.

Click link to view
http://hdl.handle.net/10356/63375

Additional links
https://www.facebook.com/thornsandbeyond

Authors
Lee Si Rui Serene, Ng Shi Yin Venice, Nicolette Soh Jun Yi, Ong Linette

Supervisor
Mr Ferdinand De Bakker

Year
2015

Abstract
This report presents the Wired Warriors campaign, the first-ever communication campaign in Singapore to encourage a happier and safer Instagram.

The campaign strongly encouraged its target audience of female Instagram users in Singapore to be Wired Warriors by critically evaluating content that they receive, posting responsible content, and being safe and happy online. Through these three steps, the campaign hoped to reduce unhealthy social comparison, cyber bullying and promote cyber safety.

The report summarizes the primary and secondary research that shaped the campaign’s strategy and details the campaign’s process from creative elements to execution of initiatives. It examines the campaign’s effectiveness by evaluating its objectives through preliminary and post-campaign surveys. It also provides future directions for the continuation and expansion of the campaign, and is accompanied by detailed appendices of tables, charts, graphs and collateral designs.

Click link to view
http://hdl.handle.net/10356/63175

Additional links
https://www.facebook.com/wiredwarriorssg
https://www.instagram.com/wiredwarriors/

Authors
Chin Ying En Claire, Noreen Binte Mohammad, Tammie Kang Zi Ying, Wong Yun Lum

Supervisors
Mr Ferdinand de Bakker, Assoc Prof Lee Chun Wah

Year
2015

Abstract
This project details Another Angle, a social campaign which aimed to reduce xenophobic sentiments among Singaporeans towards low-wage migrant workers (LWMWs). The campaign did this by encouraging interaction with LWMWs through sports and emphasising the perspective that we are all equals.

The primary target audience comprised of youths aged 21 to 35 as this group is highly engaged in social activism. As they are avid consumers of social media content, a large part of the campaign’s tactics were focused online.

The campaign was successful in reducing xenophobic sentiments by an average of 53%, higher than the original goal of 40%. Additionally, the social media aspect attained virality and generated keen media interest. Sports proved to be an effective medium in encouraging interaction, fostering teamwork and reducing xenophobia towards LWMWs.

This report comprises insights based on our primary and secondary research that formed the basis of the campaign’s strategies, details the planning-to-execution thought process, and in-depth analysis to measure the effectiveness of the various campaign tactics. It includes original documents, collateral designs, survey results and media clippings.

Click link to view
http://hdl.handle.net/10356/63609

Additional links
https://www.instagram.com/anotheranglesg/
https://www.facebook.com/anotheranglesg

Authors
Chieng Kay Hui Jean, Ng Bao Lin, Tan Hui Jun Steffi, Tan Ning Xin

Supervisor
Mr Ferdinand de Bakker

Year
2015

Abstract
The Top Secret campaign was an educational movement aimed at providing youths with the necessary knowledge and motivation to maintain their personal safety on Social Networking Sites (SNS) and to prevent them from falling prey to cyber dangers.

With increasing ubiquity of SNS such as Facebook and Twitter, online risks have been multiplying over recent years. Targeted at Singaporean youths aged 13 to 14 years old, the campaign was the first-of-its-kind to utilise an alternative pedagogy through interactive and immersive learning experience. It engaged both students and teachers to encourage the learning and practice of safe SNS behaviour by the students, and the adoption of our programme by the teachers.

The conclusion of the campaign saw an increase in awareness and positive behavioural intentions exhibited by student participants and enthusiastic response from teachers to implement the Top Secret programme in their schools.

This project report details the primary and secondary research conducted, the theoretical frameworks used in building the campaign strategy and tactics, phases of campaign execution, and an in-depth assessment of campaign objectives and success. Original documents, research data and campaign collaterals are included.

Click link to view
http://hdl.handle.net/10356/63353

Authors
Deborah Loh Yen Ping, Quah Jiamin Jo-ann, Kwek Zhen Yi & Tan Jia Min Shermaine

Supervisor
Ms Wong Pei Wen

Year
2015

Abstract
As Singapore’s ageing population rises healthcare professionals are concerned that there are insufficient efforts to prepare the youth of today for their role as future caregivers. When today’s youth become caregivers, will their families receive the quality of care, greater caregiver satisfaction and stronger relationships within the family? ‘A Call To Care’ is a public communications campaign targeting youth aged 19 to 25. The campaign was launched to promote the idea that caring can be simple as well as to raise awareness of the positive aspects of caregiving, ultimately building a strong caregiving foundation in Singapore.

Click link to view
http://hdl.handle.net/10356/63194

Additional links
http://www.acalltocare.com/
https://www.facebook.com/A-Call-To-Care-389870761188610/
https://www.instagram.com/acalltocare/

Authors
Chek Yin Kuan, Crystal Chng Zihui, Huang Shuqun & Phoon Rou Hui

Supervisor
Ms Wong Pei Wen

Year
2015

Abstract
“The Right Choice” is a public health campaign aimed at combating the rising trend of childhood obesity in Singapore. Primary school children aged 7 to 12 years old were the campaign’s primary target audience, as eating habits developed at this age tend to continue throughout their lives. Parents were the secondary target audience as they are the main gatekeepers to the children’s diets. Using a game-based learning approach to engage children, a computer game and game booths were developed to empower children to adopt good dietary habits and sustain healthy eating habits.

Click link to view
http://hdl.handle.net/10356/63171

Additional links
https://www.instagram.com/therightchoice.sg/

Authors
Ang Zhi Hui Jade, Jasveen Kaur, Kwok Pei Fang & Lim Jia Hui Cherilyn

Supervisor
Ms Wong Pei Wen

Year
2015

Abstract
‘Young Sun Troopers’ is a health communications campaign focusing on sun protection for children. The team’s formative survey amongst 213 Singaporean parents found that nine in ten do not practice proper sun care protection on their children. Knowledge on irreversible sun damage was also severely inadequate. Prompted by this worrying situation, the team designed their campaign to educate parents on the importance of sun protection, and motivate parents to inculcate sun-safe habits in their children. To disseminate credible messages, the team partnered with National University Hospital (NUH) and KK Women’s and Children’s Hospital (KKH).

Click link to view
http://hdl.handle.net/10356/63400

Additional links
https://www.facebook.com/youngsuntroopers

Authors
Agustin Joan Marie Lavalle, Cai Yiming, Jeremiah Wong Sze Wei & Muhammad Dinie Bin Sudiyono

Supervisor
Ms Pamela Tor Das

Year
2015

Abstract
The Pillow Police is a public information campaign focusing on child sleep deprivation. The campaign aims to educate the parents of primary school children aged between 6 to 9 years, encouraging them to improve their child’s sleep hygiene. After the team conducted their research, the campaign’s key message of ‘Let’s Free Our Zees: The Pillow Police Toolkit’ was designed. The toolkit included information to educate parents on sleep deprivation, as well as tip on how to help their child sleep better. The campaign outreach activities were developed to bring the key messages of the campaign through community engagement.

Click link to view
http://hdl.handle.net/10356/63379

Additional links
https://www.facebook.com/thepillowpolice

Authors
Goh Yi Hui Eunice, Shahirah D/O A’Azman, Tan Deyong & Tan Wei Qing

Supervisor
Ms Pamela Tor Das

Year
2015

Abstract
Embrace(D) is a social campaign aimed at raising awareness of depression amongst youths in Singapore. The campaign is targeted at young people aged 18 to 25, wanting to educate them about depression, and providing advice to friends and family members on some of the ways they can help their loved ones. The campaign strives to create a supportive environment where sufferers of depression feel encouraged to seek help. The campaign’s strategy was focused on using youth-centric activities which included utilizing social media platforms, organizing on-ground initiatives at tertiary institutions and youth hubs, as well as incorporating interactive elements into the roving exhibition.

Click link to view
http://hdl.handle.net/10356/63368

Additional links
https://www.facebook.com/embraceDsg
https://www.instagram.com/embraced.sg/

Authors
Chua Ying Ying, Leung Yan Wah, Lim Sze Li, Tracy & Meryl Ang Xin Jie

Supervisor
Ms Pamela Tor Das

Year
2015

Abstract
“Baby Steps” is a campaign aimed at raising awareness of the Babes Pregnancy Crisis Support Limited (Babes), an organization which provides support to pregnant teenagers. Research has shown many pregnant teenagers do not feel comfortable confiding with their parents. Instead, many of these pregnant teenagers turn to their peers for support, but their friends too have a lack of knowledge on what to do. After discovering this knowledge gap, the team went on to devise a campaign with the aim of increasing the awareness of youths, ages 18 to 25, on where they can seek support.

Click link to view
http://hdl.handle.net/10356/63197

Additional links
https://www.facebook.com/BabyStepsSingapore

Authors
Cherilyn Chia Guat Joo, Joel Chan Boon Jin, Ong Hui Ying Sherry & Sydney Alexandria Teng Hui Min

Supervisor
Ms Pamela Tor Das

Year
2015

Abstract
Look Up, Look Out is a campaign focusing on distracted walking and road safety. It is a social movement with the intention of encouraging youth not to use their mobile devices while crossing the roads. The campaign targets youth aged 17 to 25, as it was found that young people around this age group had the highest smartphone penetration rates, coupled with the highest weekly instant-message and social networking usage on smartphones. The campaign aims to raise awareness on the risks of distracted walking but more importantly, to shape the correct mindset in pedestrians.

Click link to view
http://hdl.handle.net/10356/63178

Additional links
https://www.facebook.com/lookuplookoutsg
https://www.instagram.com/lookuplookoutsg/

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

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

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

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

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

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

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

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

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.

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http://hdl.handle.net/10356/66862

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.

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http://hdl.handle.net/10356/66873

Authors
Goh Jing Rui, Freddy, Grace Lee Yian Lin

Supervisor
Asst Prof Liew Kai Khiun

Year
2016

Abstract
More Than Dis was a public communication campaign that aimed to strengthen the inclusion of Persons with Disabilities (PWDs) in the workplace in Singapore. It was targeted mainly at young working adults aged 18 to 35 and utilised a combination of offline and online tactics to elicit greater impact.

Lunchtime talks, a rojak workshop interaction activity, photo microsite, campaign video, photo exhibition, sharing session, and the campaign’s Facebook contests and posts were designed to enhance the understanding and perceptions of PWDs at the workplace. Strategic use of these tactics was made to reach out to a wider target audience.

The campaign was successful in achieving all its informational and attitudinal objectives. For more than 80% of the post-campaign survey respondents, not only did the campaign increase their understanding of PWDs at work, it also improved their perceptions of PWDs and their capabilities. Besides, the campaign received positive feedback from the government, civil society, and members of the public – these included both people with and without disabilities.

This paper summarises the campaign tactics and evaluates their effectiveness. It also details the primary and secondary research that guided the campaign’s strategies. This paper also discusses the limitations and challenges of the campaign and provides future recommendations for its continuation. The main text is supported with the appendices section consisting of the survey questionnaires and results, media clippings, and expenditure sheet, among others.

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http://hdl.handle.net/10356/66834

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.

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http://hdl.handle.net/10356/66791

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.

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http://hdl.handle.net/10356/66850

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.

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http://hdl.handle.net/10356/66688

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.

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http://hdl.handle.net/10356/66719

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.

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http://hdl.handle.net/10356/66854

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.

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http://hdl.handle.net/10356/66683

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

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

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

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

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

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

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

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