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