Authors
Foo Hui Juang Sophial, Loh Jun Wei, Wong Jing Ying & Tai Zhi Han
Supervisors
Ms Joo Kee Melina Chua & Ms Julia Wei
Year
2014
Abstract
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.
Click link to view
http://hdl.handle.net/10356/59842
Additional links
http://www.makersofsingapore.com/