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