We are singavore: encouraging the consumption of local produce among young adults

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

Supervisors
Lee Chun Wah, Ferdinand de Bakker

Year

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.

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http://hdl.handle.net/10356/63184