So Happy – 50 Years of Singapore Rock @ NTU Libraries

(This exhibition at NTU Libraries was made possible through the support from the NTU Arts Appreciation Series as part of the Dorothy Cheung Memorial Fund. This project is supported under the Singapore Memory Project’s irememberSG Fund, as part of the Singapore50 (SG50) celebrations) 

fFurious presents “So Happy: 50 Years Of Singapore Rock,” a retrospective exhibition of the local rock music community’s finest moments from the 1960s to the present day. The exhibition’s title was inspired by the 1991 radio hit, “So Happy,” recorded by Singapore indie band The Oddfellows.

At the heart of the “So Happy” exhibition is a timeline of 100 photographs showing prominent local rock bands from each decade. Accompanying the photographs are captions that tell a story about each band, written by individuals who are passionate about the local music industry.

The exhibition will also feature a collection of artefacts—vinyl records, cassettes, and a music mix and video interviews with 10 personalities who have made a difference in our rock history.

NTU Libraries showcases this exhibition across 5 library spaces. Follow this musical journey through the decades across the different spaces and experience an exhibition like no other.

The exhibition will run at all the libraries from 3 August 2015 till 1 September 2015

Humanities & Social Sciences Library

1970s & 1980s
Business Library

Communication & Information Library

Art, Design & Media Library

Library Outpost @ South Spine Learning Hub

Little Captains at Play: A Campaign for Unstructured Play towards a More Balanced Childhood among Preschoolers in Singapore


Authors: Claire Yeoh Su-En, Lau Kwee Fang, Soh Huiting Madeline & Tan Xiang Wei
Supervisor: Dr Yeoh Kok Cheow & Mr Stephen Robertson

Little Captains at Play is a public communications campaign which looks at unstructured play among pre-schoolers in Singapore. Targeted at parents with children aged 3 – 6 years old, the campaign aims to address the need for holistic development by utilising parents’ stories to encourage self-reflection and discussion. Supported by expert opinions and a range of online and offline engagement strategies, the campaign employed a three-pronged approach to educate, inspire and empower parents to provide their children with more opportunities for unstructured play.

“Unstructured Play is open-ended, child-initiated and has no specific learning objectives. For example, a child chooses art materials to draw whatever he wants.”

The Happiness Revolution: The Best Gift for Your Child


Authors: Lee Jing, Lim Hui Lian Joyce & Yap Jiamin
Supervisors: Mr Tim Clark & Asst Prof Liew Kai Khiun

The Happiness Revolution: Best Gift for Your Child, is a communication campaign that champions the attainment of positive mental wellbeing amongst children. Targeted at parents of children aged 7-12, this campaign aims to raise awareness on the importance of children’s social and emotional intelligence as well as ability to solve problems as components towards lasting happiness. Through interactive platforms such as roving outreaches and lunchtime talks, the campaign strives to engage parents in conversations about their current steps to improve their child’s mental wellbeing.

“Our primary motivation for adopting this cause was based on personal experiences as children, in our social and emotional experiences in school and at home. We embarked on the campaign because we strongly believed in the need to change the way parents perceive what contributes to a child’s development and happiness.”

For the Love of Books! Campaign

Authors: Lestarini Saraswati Hapsoro, Sneha Gururaj, Wong Chooi Sean & Zhou Zhuangyu
Supervisors: Mr Tim Clark & Asst Prof Daniel Keith Jernigan

Targeted at young adults aged 18 to 30, this campaign aimed to broaden the reading scope of these individuals by reconceptualising leisure reading as an entertaining activity and by increasing the accessibility of reading to incentivise more individuals to pick up the habit. The campaign had three key aspects, which included a social media engagement plan, outreach efforts in tertiary institutions and café establishments, as well as a grand finale event.

“Students in Singapore are mainly academic-oriented and often associate books and reading with learning, school work, school projects, and passing examinations. Only 41.4% of the students read for relaxation and 38.2% indicated reading as a hobby. The NOP World Culture Score (2005) also revealed that reading is more prevalent in some countries across the Asia Pacific with India, Thailand and China ranking as the top 3.”

Screensavers: For Healthier Digital Kids


Authors: Marlene Tan Yiting, Ng Pin Li & Pek Kai Le Charis
Supervisors: Asst Prof Shin Wonsun & Dr Yeoh Kok Cheow

Screensavers is a public information campaign to nurture healthier digital kids. The campaign aims to educate parents and their children who are between the ages of 6 and 12, on effectively managing the use of digital technology. The campaign’s key message and screen tips, with an emphasis on child’s well-being, were conceived from the primary and secondary research conducted prior to the campaign. Campaign outreach activities were formulated to convey the key and sub-messages of the campaign, particularly through active community engagement, with a focus on parent-child learning. Both online and offline platforms were utilized to expand reach to the target audience.

“Whether technology has an overall positive or negative impact is yet to be seen, but multiple studies have verified that the effectiveness of technology is largely dependent on the proper management of its use. This means balancing time spent on technology, and making sure that children are only exposed to the
‘appropriate’ type of technology, for their age.”

Give Blood A Chance: A Blood Donation Campaign for First-Time Donors


Authors: J Jeyaseelan, Muhammad Amin Bin Ruslan & Yeo Jialin Jolene
Supervisor: Ms Melina Chua

One of the key challenges faced by the Singapore Red Cross is the public perception that there is a sufficient level of blood for the country. As a result, the public feels that there is no pressing need for blood donors to step up. While there is substantial research on the different motivations that could push potential donors to donate blood, very few are in the context of Singapore or from the perspective of youth. Give Blood A Chance is the first-ever student-led campaign that aims to get youth to donate blood for the first time. One of the highlights of this campaign was the use of music to alleviate fear in donors.

“66,000 units of blood were collected in 2002, while 2012 saw more than 109,000 donations. Despite this improvement, there is an annual average of four instances where the stockpile of a certain blood type was dangerously reaching low levels over the past ten years.”


Image Credit: IMG_4410.JPG by jeremyfoo (

Not a Keyboard Warrior Campaign

Authors: Dawn Eng, Chow Aiyan, Jeraldine Phneah Jialin & Kwang Shuwen
Supervisor: Asst Prof Fernando Paragas

Not A Keyboard Warrior is a campaign which aims to educate young people on the perils of inappropriate Internet behaviour, as well as debunk the practice of cyber aggression as a social norm. Though Social Networking Sites (SNS) usage has been proven to be beneficial for the users in terms of social communication, the increased usage have also brought about some negative consequences – an increment of cyberbullying activities being one of the most prevalent issues. Local netizens also give in to their emotional impulses easily. Online aggression has inevitably become such a prevalent problem that Singapore’s leaders are beginning to sit up and take notice.

“We define cyber aggression as follows: Behaviours that shall include, but are not limited to, having no respect to one another, abusing fellow citizens, making false statements and/or being inconsiderate to one another online.”

Makers of Singapore: Celebrating local craftsmanship


Authors: Foo Hui Juang Sophial, Loh Jun Wei, Wong Jing Ying & Tai Zhi Han
Supervisors: Ms Joo Kee Melina Chua & Ms Julia Wei

Inspired by the Makers’ Movement overseas, the project team looked into the local crafting scene. Despite a growing interest in independent labels, local independent brands are still not receiving due recognition. With this realisation, the team embarked on a journey to investigate the reason behind the lack of support, and they eventually decided to bridge the gap with a communication campaign, titled Makers of Singapore. Using storytelling as strategy, this campaign aimed to raise awareness of local independent craft businesses, generate appreciation for locally made products, as well as rally support from Singaporeans aged 21 to 30.

“A lot of times we don’t appreciate the talents we have, until they leave and make it big in other countries.” — Jeremiah Ang, leather craftsman in Singapore, The J. Myers Co.

The Next Stop Campaign

Authors: Chan Long Teng, Ho Seok Kian Agnes, Shawn Choy Zikai & Quek Chwee Lin Vinnie
Supervisor: Ms Melina Chua

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.

“Even though fresh graduates emerge into a thriving job market in Singapore, they face a ‘paradox of choice’, struggle with choosing a suitable direction in life after graduation and find themselves at odds over the ‘passion versus practicality’ dichotomy.”

The Ride Etiquette

Authors: Atheena Amira Binte Samsuri, Fadzeera Binte Mohamad Fadzully, Cynthia Soe Thiri Swe & Lim Woan
Supervisor: Assoc Prof Lee Chun Wah

The Ride Etiquette (TRE) is the first student-led strategic communications campaign in Singapore to address public transport etiquette. Targeted at youths aged 18 to 35, TRE weaves humour and creative visuals to raise awareness on poor transport etiquette and in turn, encourage positive behaviour on public vehicles. It strives to stray from typical courtesy campaigns by moving away from print and towards interactive platforms online and on-ground. For example, the campaign came up with satirical illustrations intended to help the viewer understand the consequences of the poor etiquette habits on fellow commuters. This series of drawings highlighted the top five pet peeves on public transport personified by five characters: Pole-Dancing Pammy, Kancheong Kelly, Wide-leg Wally, Funky Fred and Blocking Bob.

“…an article on Tokyo’s immaculately polite transport culture proposed that it is precisely the high travelling-population density that calls for a higher standard of manners. Apparently, the close proximity causes the consequences of one’s actions on fellow commuters to be augmented.”

AD.VO.CA.SE Campaign


Authors: April Tan Wan Xin, Brenda Xie Hui Qi, Christabel Reena David & Jillian Goh Zi Ying

Supervisors: Ms Melina Chua & Ms Amanda Goh

Targeted at youths aged 18-25 years old, this campaign aims to educate youths on social enterprises and to challenge their existing misconceptions about the industry. The campaign strategy mainly revolved around creating memorable interactions and conversations with the target audience. Through highlighting inspiring stories via a website, an interactive exhibition as well as an intensive 12-hour social enterprise challenge, the campaign strived to enhance the profile and credibility of social enterprises and in the process, spur youths to rethink their notions of “social enterprises”.

“It has been heartening to see Singaporeans become more socially aware and wanting to contribute back to society. Even more inspiring are the social entrepreneurs who have strived hard to make their business sustainable despite the mounting pressures against them. It was a great honour for the team to meet these individuals and learn alongside them in the duration of this FYP.”


Tweak It SG – A campaign to promote personal work-life effectiveness

Authors: Low Sieu Ping, Yeo Xue Zhen & Zhang XiuYing
Supervisor: Assoc Prof Lee Chun Wah

Tweak It SG, a strategic communication campaign, seeks to help Gen X and Gen Y working professionals regain a sense of control in their day-to-day work-life flexibility by initiating small changes, or tweaks, to carve out time for their most important priorities. The report includes the theoretical framework for the campaign executed in three key phases, pre-production research, detailed communication plans and tactics, and its creative execution. Post-campaign survey, observational research, social media monitoring and metrics from both online and physical publicity efforts are proposed as part of campaign evaluation.

“Individuals are deemed as effective when they are aware of their values and priorities at different life stages, their strengths and weaknesses, the support from family and friends, the resources and options available at the workplace and within the community, and the trade-offs of various work-life options to make informed decisions.”

Put It On Friend Mode Campaign

Authors: Chan Jing Hao, Chua Kim Han Malvin, Lee Yumei & Tan Chun Kiat Jonathan
Supervisors: Asst Prof Fernando Paragas & Mr Jeremy Seow

Put It On Friend Mode is a social movement to remind youths of the importance of connecting face-to-face with their friends and loved ones without the distractions of their mobile phones. The campaign is targeted at young people aged 17 to 25, an age group that is particularly susceptible to the draw of mobile technology and its benefits. Ultimately, the campaign strives to be the starting point to which society in Singapore can address this issue from a positive and empowering standpoint. This would be done through creating awareness of the problem and changing attitudes towards the behaviour, and most importantly, offering people a simple solution to which they can commit to accomplishing.

“…it was important to stress that our campaign does not seek to demonise or discourage mobile phone usage in its entirety, but that there is a time and a place for everything, as with using our mobile phones.”

The Big Dollar Rescue: A Campaign for Save the Children To Show that We Don’t Have to Give a Lot to Give a Lot

big dollar

Authors: Chin Yan Zhang Michael, Gong Hsien-Ying Rachel, Li Zhengliang & Samantha Ann Branson
Supervisor: Mr Tim Clark

According to a study, volunteering in university is positively correlated with volunteering 9 years after graduation. Carrying out charitable campaigns within college campuses can increase giving when students graduate and become working adults with greater disposable incomes. Based on such studies, and the strength of the Singapore Dollar, the Big Dollar Rescue campaign targeted university and polytechnic students aged 17 to 26, to show how much Singaporeans can do to help suffering children in emergency situations like Typhoon Haiyan and the Syrian Civil War.

“…despite Singapore being one of the richest countries in the world, placing 3rd worldwide in terms of Gross Domestic Product at Purchasing Power Parity [GDP (PPP)] per capita in 2012, it still lags behind developing countries like Myanmar (1st), Thailand (4th) and Indonesia (10th) in donation activity.”

Fit to Win Singapore 2014

Authors: Chin Yi Xin, Heng Yih Fang, Lei Hoi & Lee Ker Hui Felicia
Supervisor: Assoc Prof Lee Chun Wah

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.

“Due to its rampant use in pop culture, the term ‘For The Win’ has been integrated into the everyday vocabulary of many Singaporeans, both young and old. ‘For The Win’ is tied strongly to positivity, energy, determination and success. Therefore, it reflects the same attitudes that form the foundation of Fit To Win.”