Authors
Chin Ying En Claire, Noreen Binte Mohammad, Tammie Kang Zi Ying, Wong Yun Lum
Supervisors
Ferdinand de Bakker, Lee Chun Wah
Year
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.
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http://hdl.handle.net/10356/63609