Life on(the)line : how safe are you online?

Authors
Chan Si Yong, Lee Kai Lin, Lydia Tan Xin Rui, Nur Amyraa Zukiman

Supervisors
Asst Prof Lee Chun Wah & Asst Prof Kim Hye Kyung

Year
2017

Abstract

Life On(the)Line is a communication campaign to encourage Internet users in Singapore to better protect themselves online. It aimed to improve cyber hygiene among young adults aged 18 to 35, through both raising their perceived susceptibility to cyber threats, as well as educating them on how to adopt safe cyber practices. Besides studying existing literature, the team conducted focus group discussions and a quantitative survey to gain a deeper understanding of the current knowledge, attitudes and behaviour of young adults towards cybersecurity. The Life On(the)Line’s strategy and tactics were devised to bring about informational, attitudinal and behavioural changes among its target audience.

Click link to view
http://hdl.handle.net/10356/69885

Floss Forward : Don’t Just Brush Off

Authors
Debra Geeta Rajwani, Lee Jun Teng Cody, M Kamini D/O Manivannan, Zhang Yi Yao

Supervisors
Assoc Prof Lee Chun Wah & Asst Kim Hye Kyung

Year
2017

Abstract

Floss Forward is an oral health communication campaign to encourage youths in Singapore to start flossing regularly. Gum disease and other oral health-related problems such as dental caries, and tooth decay is increasingly prevalent globally and in Singapore. In line with our research findings, a three-pronged strategy utilising social norms, tailored content and an interactive campaign approach were adopted to communicate the importance of flossing, its benefits and the potential implications of neglecting the habit,. A multi-touch point strategy using both online and offline tactics were implemented in the campaign. To ensure the credibility of the posts and their accompanying messages, content was vetted through by Singapore Dental Association and endorsed by the campaign’s main sponsor, Pearlie White.

Click link to view
http://hdl.handle.net/10356/69886

Paving the way

Authors
Chew Pei Shwen, Chew Qi Yang Paul, Chia Yi Theng Rachel, Lee Xue Qi Fiona

Supervisor
Mr Ferdinand de Bakker

Year
2017

Abstract

Paving the Way, is a knowledge-centric campaign on path-sharing. Path-sharing is a budding concept within footpath usage emphasising mutual safe and gracious behaviour among footpath users. Paving the Way targets secondary students in Singapore aged 13 to 17, addressing their lack of knowledge about proper path-sharing behaviour and aiming to raise awareness about it, through explaining its importance and how to perform such behaviour. To address current knowledge gaps regarding path-sharing etiquette, qualitative and quantitative research was carried out to explore the path usage habits of students in Singapore. Based on research findings, key messages and campaign strategies of “storytelling”, “raising risk perception”, “raising self-efficacy” and “gamification” were crafted.

Click link to view
http://hdl.handle.net/10356/69888

Hungry for change : reducing food waste among youths in Singapore

Authors
Heng Jian Siong, Jheong Qi Lin, Leong Su Wei Michelle, Nur Syahirah Binte Mazlan

Supervisor
Ms Pamela Tor Das

Year
2017

Abstract

Hungry for Change is a change communication campaign calling for a reduction in food waste among youths when dining. The campaign was targeted at youths aged 17 to 25 years old studying in local polytechnics and universities. The main aim of the campaign was to encourage these youths to practise food waste reduction behaviour by asking for smaller portions so as to minimise the amount of food that would be wasted, especially when dining in their respective educational institutions. At the same time, the campaign hoped that these youths would carry these habits over into other dining situations. The Hungry for Change campaign did this by casting the spotlight on the problem of food waste in Singapore and educating youths about the implications involved.

Click link to view
http://hdl.handle.net/10356/69872

Fine print : a pilot test to promote local literature among secondary school students

Authors
Boh Li Ping Bianca, Chloe Chan Qiyi, Lai Wing Chee Anna, Lim Wan Qi

Supervisor
Mr Ferdinand de Bakker

Year
2017

Abstract

Fine Print is a youth-centric pilot campaign aimed at Singaporean teenagers aged 12 to 17. We aimed to improve their perceptions of local literature and to encourage them to engage with local literary works. The campaign was conceived in response to the National Literary Reading and Writing Survey in 2015, revealing that 3 in 4 teenage readers had not read a local book in the past year. The pilot sought to achieve these goals through incorporating social media and interactive games to make local literature fun and relevant for our target audience. Research findings were used to craft the campaign message, and both online and offline tactics were utilised to engage the target audience.

Click link to view
http://hdl.handle.net/10356/69873

Friends of Dementia

Authors
Cheong Kai Qi Hazel, Chow Yue Wah (Eva), Phua Ying Ying

Supervisor
Ms Pamela Tor Das

Year
2017

Abstract

Friends of Dementia is a campaign to promote the creation of a dementia-friendly community in Singapore. The campaign aimed to educate and empower the Institute of Higher Learning (IHL) students from universities and polytechnics on the issues of dementia, thus becoming a Friend of Dementia who contributes positively towards building a dementia-friendly community. Besides delving into the current literature, a survey and focus group discussions were conducted to gain a deeper understanding of IHL students’ knowledge, attitude and behaviour towards dementia. The insights from the formative research helped to inform the campaign’s strategy which aimed to educate IHL students to become a Friend of Dementia, as well as to affect attitudinal and behavioural changes.

Click link to view
http://hdl.handle.net/10356/69883

Theatre invasion Singapore : a campaign to help NTU undergraduates gain a better understanding of theatre in Singapore

Authors
Adeeb Fazah bin Anwar Aziz Marican, Lydia Lim Qin Yun, Melody Ann Gibson, Zhou Minghui Teresa

Supervisor
Mr Ferdinand de Bakker

Year
2017

Abstract

Theatre Invasion Singapore is a communication campaign targeted at undergraduate students from Nanyang Technological University aged 19 to 26. It was carried out as a pilot test to assess the effectiveness of strategies and tactics to help students gain a better understanding of theatre in Singapore in hopes of increasing theatre attendance. Theatre Invasion Singapore was conceptualised to raise awareness and improve perceptions through repositioning theatre as vibrant and energetic. The campaign employed digital and on-ground tactics such as a series of lecture invasions, informational posters on events listing platforms and promotions of current shows to keep students engaged.

Click link to view
http://hdl.handle.net/10356/69865

Maid a friend

Authors
Er Xin Ni, Lee Zhi Yong Clifford, Lew Li Ying Denicia, Poh Li Ting

Supervisors
Assoc Prof Lee Chun Wah & Asst Prof Kim Hye Kyung

Year
2017

Abstract

Maid a Friend is a social campaign that aims to provide a fulfilling living and working environment for Foreign Domestic Workers (FDWs) in Singapore, so that they can continue to contribute to Singapore’s society. The campaign aimed to do this by promoting meaningful conversation between household members and their FDWs, through enhancing perceived behavioural control among the target audience. The target audience was household members between the ages 35 and 59, as this group had the poorest performance in the behaviour, yet are the ones who have the most involvement in the employment of FDWs.

Click link to view
http://hdl.handle.net/10356/69843

Your keyboard your career campaign

Authors
Lee Jia Min, Namreena Bharat Samtani, Nuramira Shadrina Binte Mohamad Nasir, Rachel Phua Xiu Juan

Supervisor
Ms Pamela Tor Das

Year
2017

Abstract

Your Keyboard Your Career is a campaign rallying millennials to practise responsible social media postings for the sake of their career, as studies have highlighted the prevalence of employers in Singapore conducting social media checks to guide their hiring decisions of a candidate. The campaign targeted millennials aged 18 to 25 years old who were enrolled in either a Polytechnic or a University as they were the demographic that would enter the workforce soon after graduation. By reframing social media screening as an opportunity for millennials to showcase themselves to employers instead of a threat to their employment opportunities, the campaign aims to encourage millennials to start practising responsible social media behaviours.

Click link to view
http://hdl.handle.net/10356/69868

Breaking the sound barrier

Authors
Ang Hui Xuan, Kwok Meng Kei, Melodi Lee Meili, Wong Jia Rong

Supervisor
Ms Pamela Tor Das

Year
2017

Abstract

Breaking The Sound Barrier (BTSB) is a campaign to encourage more employers to hire deaf individuals. The main aim of the campaign was to create positive attitudes towards hiring the deaf by highlighting that the deaf are just as capable as the hearing. The campaign targeted people involved in the hiring process, such as managers and Human Resource (HR) personnel, who had no intentions of hiring the deaf. The campaign utilized both online platforms and on-ground activation as tactics to educate employers, provide social proof via success stories, and provide resources for employers to take action to hire the deaf.

Click link to view
http://hdl.handle.net/10356/69868

Get Askin’: A Skin Donation Awareness Campaign

Authors 
Lee Wanting Adriel, Lee Yen Lisa, Low Zi Yu, Teo Jia Ying Magdalene

Supervisor
Asst Prof Chung Myojung

Year
2017

Abstract
Get Askin’ is a youth targeted campaign to raise awareness about skin donation which ultimately aims to increase the number of skin donors in Singapore. Despite public education efforts to raise awareness of skin donation, knowledge of what it entails remains low while misconceptions about its processes remain high. The Get Askin’ team developed a strategic communication campaign to tackle these issues. The team consulted industry experts and conducted research in order to gain a better understanding of the barriers to skin donation. Campaign messaging techniques, strategies and tactics were then developed to effectively reach the target audience of youth aged 18-29.

Click link to view
http://hdl.handle.net/10356/69856

Stand corrected : a health communication campaign to educate young adults on ‘Text Neck’ syndrome arising from prolonged and improper usage of mobile devices

Authors
Dannie Seet Zhun Hao, Fiona Ang YingSi, Hannah Wong Wai-Yee, Joanne Tan Chu En

Supervisor
Mr Ferdinand De Bakker

Year
2017

Abstract

Stand Corrected is a communication campaign to raise awareness and educate young adults in Singapore on ‘Text Neck’ syndrome. The campaign’s goal is to reduce the prevalence of long-term spinal complications, by having young adults aged 21 to 29 to be mindful of their own posture while using mobile devices and to adopt lifestyle changes to curb ‘Text Neck’ syndrome. Drawing insights from formative research, a three-phase campaign approach – engage, trigger and reinforce was developed as a framework for the campaign’s execution. The campaign strategy of creating an interactive experience helps to shed light on ‘Text Neck’ in an appealing and relatable way for young adults.

Click link to view
http://hdl.handle.net/10356/69846

Make the cut : a communication campaign that promotes using fashion to combat textile waste

Authors
Cheo Peijun, Lim Li Zhen, Ong Lynette, Vanessa Lim

Supervisor
Asst Prof Chung Myojung

Year
2017

Abstract

Make The Cut is a campaign in Singapore that addresses the issue of textile waste using a fashion-centric framework. It aims to educate and motivate Singaporean females age 18 to 25 to maximise the use of clothes through green consumerism activities — restyling and repurposing clothes — to combat textile waste. Although Singapore has experienced an increase in textile waste output by 61% since 2008, textile waste recycling rates remain stagnant at 7% as of 2016. The team developed a strategic communication plan that engaged the audience in maximising the use of clothes to combat textile waste. Restyling and repurposing of clothes were promoted through social media and hands-on activities.

Click link to view
http://hdl.handle.net/10356/69922

Save our soles SG : SOS SG

Authors
Khoo Qi Ying Shan, Kimberly Lam Min Pei, Nurwajiha Bte Zohry, Wee Loke Xian Cherylyn

Supervisor
Ms Pamela Tor Das

Year
2017

Abstract

Save Our Soles SG (SOS SG) was a campaign aimed at empowering women with the knowledge and awareness of the short term and long term health consequences of wearing high heels, and what they could do to care for their feet. SOS SG was targeted at working women aged 21 to 45 years old. The impact of wearing high heels has on women’s health had been well-documented, but this culture seemed to persist both globally and locally. This report looked into the thoughts, perceptions, and habits of women in Singapore on the issue of wearing high heels. It also covered the planning, execution, and evaluation of the campaign to spread awareness of the health issues and good habits that could be adopted.

Click link to view
http://hdl.handle.net/10356/69861

On The Mend: A campaign to fix the depression treatment gap in young male adults in Singapore

Authors
Charlene Siah, Charmaine Choo Xinyi, Melanie Heng Xue Ting, Tan Hao Yun Charlene

Supervisor
Asst Prof Chung Myo Jung

Year
2017

Abstract

On The Mend is a communication campaign aimed at encouraging young male adults to seek help for depression. Due to masculine norms, men tend to subscribe to help-seeking stigma and perceive seeking help for depression as a weak and feminine behaviour. In turn, this causes them to hold negative attitudes towards seeking help and be less prone to seek help for depression. Depression is the most prevalent mental illness in Singapore, with 18 – 34 years old adults being the most at risk. With this in mind, On The Mend aims to build a supportive environment where men do not see seeking help as a weak behaviour and feel comfortable seeking help for depression.

Click link to view
http://hdl.handle.net/10356/69858

MO-MENTS: A Public Communication Campaign Encouraging Attitudinal Change and Behavioural Adoption of Basic Money Management among Young Adults in Singapore

Authors
Badron Bin Adnan, Low Zhang Quan, Marcus Lim Han Ming, Ng Hyun Jung Gladys

Supervisor
Asst Prof Chung Myojung

Year
2017

Abstract

Mo-Ments is a digital-led strategic communication campaign to encourage young adults in Singapore to adopt stronger money management habits (comprised of four key pillars: saving, managing spending, budgeting, and credit/debt management). The project was conceptualized on the back of growing financial challenges in Singapore coupled with the low penetration of money management behaviours among the young adult demographic (aged 18 to 30) here. Through a combination of storytelling narratives, Mo-Ments communicated to its young adult target audience that money management is manageable and a powerful enabler in helping them to achieve their goals, thereby bolstering their confidence and commitment to the related behaviours.

Click link to view
http://hdl.handle.net/10356/69884

The Lunchbox Movement: Better your life, one lunch at a time

Authors
Chong Hui Qi, Elizabeth Tan Yu Lin, Lim Bi Jia Valerie, Sim YunHan Aaron

Supervisor
Assoc Prof Lee Chun Wah

Year
2017

Abstract

The Lunchbox Movement: Better your life, one lunch at a time, is a campaign which promoted healthy eating habits through the consumption of home-packed lunches at least twice a week, among university students. A survey study was conducted to gain a deeper understanding of Singaporeans’ current eating behaviours and their perception towards both eating out and eating home-packed lunches. The campaign’s strategy was designed to effect change in attitudes, self-efficacy, and behaviour. Campaign outreach activities were organised to carry across the key messages of the campaign.

Click link to view
https://repository.ntu.edu.sg/handle/10356/69889

Joyful Beginnings

Authors
Ng Bao Yi, Ruth Lee Hui Ern, Sim Hui Chin Cheryl, Zoey Loh Ying Hui

Supervisor
Mr Ferdinand de Bakker

Year
2017

Abstract

Joyful Beginnings is a health communication campaign aimed to raise awareness about Postnatal Depression (PND) among young parents between the ages of 21 to 39 in Singapore. The campaigned also looked to promote the importance of postnatal support, in order to bring enhance knowledge and attitudinal changes among them. Joyful Beginnings zoomed in on three aspects of support, community, partner and family. With support from medical experts, the campaign reached out to its target audience through on-ground outreaches and online engagement

Click link to view
https://repository.ntu.edu.sg/handle/10356/69891

Project this ability : a campaign introducing disability sports to people with physical disabilities in Singapore

Authors
Jeremy Hau Wen Xin, Joey Chua Siok Min, Samantha Tan Xiao Hui, Wang Yongsheng Collin

Supervisors
Asst Prof Kim Hye Kyung & Assoc Prof Lee Chun Wah

Year
2017

Abstract

Project This Ability (PTA) is a communication campaign aimed at promoting sports to Persons with Disabilities (PWDs) aged 18-25. As PWDs are more susceptible to secondary health conditions, experts recommend sports for its benefits on PWDs’ mental, physical and social well-being. The campaign leveraged on role-modelling and social norming theories in their campaign tactics and messages, which resulted in a unique packaging of sports as a fun, recreational activity for one to partake with friends.

Click link to view
http://hdl.handle.net/10356/69892

The Lite Side

Authors
Koh En Li Deborah, Koh Ming Yu Kevin, Koh Zhi Hui, Ng Xi Wen

Supervisor
Asst Prof Chung Myojung

Year
2017

Abstract

The Lite Side is a health communication campaign which aimed to increase the consumption of healthier meals on University campuses. It was executed in collaboration with the Health Promotion Board and National Youth Council in NTU and Singapore Management University. This campaign aimed to tackle knowledge and attitudinal obstacles that Singaporean university students faced regarding healthier eating. As well as to foster healthier eating habits that students could carry into their working life.

Click link to view
http://hdl.handle.net/10356/69817

Project Sapling

Authors
Michelle Mak, Ng Zhixin, Quek Xue Fang & Timothy Soh

Supervisor
Mr Tim Clark

Year
2013

Abstract
Project Sapling is a campaign targeted at preschool students aged between 4
and 6, to increase their awareness of the environment. It was designed to be a
pilot program to initiate green education as part of the preschool curriculum and it
engaged kindergarten children through hands-on learning experiences, culminating
in an exhibition to reach out to a wider audience. The activities were devised with
reference to psychological theories on children’s education.

Click link to view
http://hdl.handle.net/10356/52943

Project Bin&Go: A Public Relations Campaign to Promote Fuss-Free Recycling with Sentosa

Authors
Mohamed Fadzil Bin Mohamed Hisum, Nurkhairah Binte Sumarto, Syahidah Binte Johari & Tan Chee Long Samuel

Supervisor
Mr Tim Clark

Year
2013

Abstract
Project Bin&Go aims to promote fuss-free recycling and increase recycling efforts
by guests and staff on Sentosa. The campaign was in line with Sentosa’s Green
Plan as part of their corporate and social responsibility program. Staff and guests
were engaged through various events that educated them on recycling as well
as implementing long-term initiatives such as increasing the number of recycling
outlets on the island.

Click link to view
http://hdl.handle.net/10356/52453

Makan Mantra: An Initiative to Reduce Food Waste in Singapore

Authors
Beh Wei Hong Willy, Isabelle Lim Qian Hui, Lim Hui Ping Rachel & Tang Ying Ying Glenda

Supervisors
Mr Tim Clark & Dr Yeoh Kok Cheow

Year
2013

Abstract
Makan Mantra is a strategic communication campaign focusing on the reduction
food wastage in Singapore. This is the first student-led campaign to partner 13
Food & Beverage (F&B) businesses to reduce food waste in Singapore. Targeted at
young working adults aged 20 to 34, the objectives of the campaign were to raise
awareness of food wastage and to enable consumers to reduce their own. It sought
to achieve this by introducing and implementing eight methods, known as ‘mantras’,
for consumers to adopt throughout their meal.

Click link to view
http://hdl.handle.net/10356/52583

Youth Hawkerprise Campaign

Authors
Cheng Chun Yeong Mark, Chew Yixian Eunice, Tan Li Shan & Wendy Aw Wen Ting

Supervisors
Asst Prof Liew Kai Khiun & Asst Prof Angela Mak

Year
2013

Abstract
Targeted at youths aged 17 to 35, this campaign aimed to raise awareness of the
lack of youths in the hawker trade and challenge negative hawker stereotypes by
utilising positive images and success stories of existing youth hawkers. Focusing
on interactive platforms such as a photo exhibition and a workshop with networking
opportunities, the campaign stroved to provide opportunities for youths with passion
in culinary arts to consider the potential of honing their abilities and setting up
viable food businesses at hawker centres. It sought to keep the street food culture in
Singapore alive and ensure that affordable dining will be available for generations
of Singaporeans to come.

Click link to view
http://hdl.handle.net/10356/52590

Tastes of Yesteryear: A Campaign to Promote and Preserve Food Heritage among Youth in Singapore

Authors
Cher Jia Hui Clement, Lee Min Jie Cedrick, Ngieng Shi Hui Eunice & Ong Zhong Yi Andrew

Supervisors
Asst Prof Fernando Paragas & Asst Prof Liew Kai Khiun

Year
2013

Abstract
This project aims to raise awareness on the importance of Singapore’s food heritage
and encourage its preservation among Singaporean youth aged 18 to 25. The multicultural
nature of Singapore has given birth to a unique food culture that has come
to characterize its food ideology. However, current literature reveals a lack of effort
to preserve Singapore’s food heritage. This paper details the conceptualization and
execution of the campaign as well as the key strategies and tactics employed. The
effectiveness of the campaign was assessed via process and outcome evaluation,
and future recommendations were provided.

Click link to view
http://hdl.handle.net/10356/52586

The TAPtalk Project: Harnessing New Media to Enhance Parent-Teen Communication

Authors
Lim Xiang Yun, Sim Kai Li Florence, Tan Mui Huan Esther & Tan Jia Yi

Supervisor
Asst Prof Shin Wonsun

Year
2013

Abstract
The TAPtalk Project is an initiative to harness new media to enhance parent-teen
communication. Targeted at teenagers aged 13 to19 and their parents, the campaign
involved the development of a unique online forum for both parents and teenagers
that allowed them to interact in an anonymous and communal setting.

Click link to view
http://hdl.handle.net/10356/52932

The Silver Yarn Project: Campaign to Promote Intergenerational Bonding between Youths and Grandparents

Authors
Alan Choong Jia Tang, Koh Ai Li Regina, Teo Yong Kwang Nicholas & Wan Yue Ying Sarah

Supervisor
Assoc Prof Lee Chun Wah

Year
2013

Abstract
Primary and secondary research has shown that while Singaporean youths know the
importance of intergenerational relationships, many lack the motivation to foster
stronger ties with their grandparents. By first encouraging greater interaction with
the closest elderly person in their lives, The Silver Yarn Project aims to encourage
youths to build a better relationship with their aged family members and in the long
run, create a more positive mind-set towards the elderly. Targeted at youths aged 19
to 26, the project employed the theme of storytelling to encourage youths to forge
stronger bonds with their grandparents or elderly persons in their lives.

Click link to view
http://hdl.handle.net/10356/52815

Look, Ma: A Public Communication Campaign to Encourage Parents to Spend More Time Listening to Their Children

Authors
Kelly Lau, Gu Fenghui & Costa Daniel Chua

Supervisor
Asst Prof Fernando Paragas

Year
2013

Abstract
The “Look, Ma” campaign aims to promote awareness among parents with children
between the ages of 0 and 10, about the importance of playtime and a self-created
childhood in the lives of children. This was the first-ever research conducted, in
partnership with the Association of Early Childhood Educators Singapore (AECES)
and the National Institute of Education (NIE), on children in Singapore to uncover
their understanding of childhood. Look, Ma’s significance lies in being one of the first
local projects, if not the pioneer project, in emphasizing childrens’ voices and their
rights for a stake in their childhood.

Click link to view
http://hdl.handle.net/10356/52520

Building a World for Two: Towards a Shift in Young Singaporeans’ Perception of Romantic Relationships

Authors
Agung S. Ongko, Leonard How, Roshilah Atan & Tan Ru Ping Celine

Supervisor
Dr Yeoh Kok Cheow

Year
2013

Abstract
The campaign sets out to inspire and empower Singaporean undergraduates to
build, foster and sustain healthy romantic relationships. It did so with particular
focus on communicating the values of such a relationship by enabling personal
growth. This was in response to extensive survey findings that pointed to a conflict
between Singaporeans’ pragmatic priorities and instinctive desire for love.

Click link to view
http://hdl.handle.net/10356/52947

The Love, Me Campaign – A Movement to Promote Positive Body Image

Authors
Audrey Woon Ai Leng, Emery Lim Mei Ying, Wong Su Yee & Wong Yu Lan

Supervisor
Mr Tim Clark

Year
2013

Abstract
Targeted at female college students aged 18 to 24, this campaign aims to promote
positive body image as a preventive measure against eating disorders. Primary and
secondary research has found Singaporean college women to be dissatisfied with
their bodies. As a result, they strive to be thinner due to the perceived social and
cultural preference for thinness. Studies have also pointed to poor self-esteem as
an important predictor of body image concerns, dieting, disordered eating, and
eating disorders, which suggests improving self-esteem as an effective preventive
measure. As such, the “Love, Me” campaign sought to take on a self-esteem-based
approach to build women’s resilience against the unrealistic societal body image
ideal presented in the media.

Click link to view
http://hdl.handle.net/10356/52518

The happiness revolution: live life now

Authors
Fiona Cher, Hong Shuqi, Izzat Rusydi & Lin Huanyu

Supervisor
Assoc Prof Lee Chun Wah

Year
2013

Abstract
The Happiness Revolution: Live Life Now campaign champions the attainment of
positive mental well-being by engaging in meaningful activities that can make one
happy. Targeted at tertiary students aged 18 to 25, the key campaign goal was to
highlight the importance of meaning as a component towards happiness and mental
well-being. It did so by engaging youths in conversations about their current state
of happiness.

Click link to view
http://hdl.handle.net/10356/52581

The Singaporean fairytale: a fertility education campaign to educate Singaporean young adults on the importance of understanding their fertility health

Authors
Chan Luo Er, Chung Ai Rong Hannah, Joanne Quek & Wang Liang Yau

Supervisor
Assoc Prof Lee Chun Wah

Year
2013

Abstract
Aimed at young adults aged 21 to 30, the campaign hopes to empower them with
fertility knowledge to make more informed decisions towards future family planning.
The creative concept of using fairytales gave the campaign a holistic approach
where related issues such as marriage, family and personal choices were discussed.

Click link to view
http://hdl.handle.net/10356/52936

Rise & shine breakfast campaign

Authors
Low Hee Ann, Ng Kok Jung Wilson, Quek Hui Ying & Tan Wei Yuan

Supervisor
Asst Prof Shin Wonsun

Year
2013

Abstract
This campaign aims to get parents to prepare a healthy breakfast for their children
by raising their awareness of the importance of a healthy breakfast, educating
parents on what constitutes a healthy breakfast, and ensuring that the parents are
committed to preparing a healthy breakfast for their children. Parents with children
aged 4 to 12 were the campaign’s primary target audience group; children aged 4 to
12 were the secondary target audience.

Click link to view
http://hdl.handle.net/10356/52481

Protein supplements – the right whey

Authors
Cheryl Cheong Wenli, Peh Lee Ling, See Hui Evangeline & Yeo Wei Yi Daryl

Supervisor
Assoc Prof Lee Chun Wah

Year
2013

Abstract
The main aim of the campaign is to educate youths in Singapore to consume protein
and protein supplements safely and responsibly. Targeting active tertiary students,
the campaign had two main aspects in its execution – online presence and offline
activation. The main drivers for the campaign’s online presence were the website
and Facebook page. Online engagement activities such as contests and accessible
content built an audience-base that was tapped into for the offline activation.
Activities held during the roadshows were integrated with online drivers to ensure
that conversion of target audience to active participants was sustained throughout
the entire campaign.

Click link to view
http://hdl.handle.net/10356/52286

Put it on friend mode campaign

Authors
Chan Jing Hao, Chua Kim Han Malvin, Lee Yumei & Tan Chun Kiat Jonathan

Supervisors
Asst Prof Fernando Paragas & Mr Jeremy Seow

Year
2014

Abstract

Put It On Friend Mode is a social movement to remind youths of the importance of connecting face-to-face with their friends and loved ones without the distractions of their mobile phones. The campaign is targeted at young people aged 17 to 25, an age group that is particularly susceptible to the draw of mobile technology and its benefits. Ultimately, the campaign strives to be the starting point to which society in Singapore can address this issue from a positive and empowering standpoint. This would be done through creating awareness of the problem and changing attitudes towards the behaviour, and most importantly, offering people a simple solution to which they can commit to accomplishing.

Click link to view
http://hdl.handle.net/10356/59852

Additional links

https://www.facebook.com/PutItOnFriendMode

Not a keyboard warrior campaign

Authors
Dawn Eng, Chow Aiyan, Jeraldine Phneah Jialin & Kwang Shuwen

Supervisor
Asst Prof Fernando Paragas

Year
2014

Abstract
Not A Keyboard Warrior is a campaign which aims to educate young people on the perils of inappropriate Internet behaviour, as well as debunk the practice of cyber aggression as a social norm. Though Social Networking Sites (SNS) usage has been proven to be beneficial for the users in terms of social communication, the increased usage have also brought about some negative consequences – an increment of cyberbullying activities being one of the most prevalent issues. Local netizens also give in to their emotional impulses easily. Online aggression has inevitably become such a prevalent problem that Singapore’s leaders are beginning to sit up and take notice.

Click link to view
http://hdl.handle.net/10356/59839

Additional link
https://www.facebook.com/NotAKeyboardWarrior

Let’s not forget about e-waste

Authors
Kimberly Wang Zhi Hui, Sim YuanWei Christopher, Tan Rui Ling Jocelyn & Tay Liangqin Mark

Supervisor
Mr Tim Clark

Year
2014

Abstract
Let‘s Not Forget About E-Waste is a communication campaign to encourage Singaporeans to recycle their electronic-waste (e-waste). Targeted at working adults aged 22 to 45, the campaign aims to generate awareness of the impact of e-waste on our health and the environment, highlight available and accessible recycling points, and empower the public to be a part of saving the environment and resources by recycling their electronic waste. Ultimately, the campaign sought to further our country‘s quest in being a clean and green nation by encouraging culture of e-waste recycling on top of recycling paper, plastic and glass.

Click link to view
http://hdl.handle.net/10356/60255

Additional link
https://www.facebook.com/letsnotforgetaboutewaste

Give blood a chance: a blood donation campaign for first-time donors

Authors
J Jeyaseelan, Muhammad Amin Bin Ruslan & Yeo Jialin Jolene

Supervisor
Ms Melina Chua

Year
2014

Abstract
One of the key challenges faced by the Singapore Red Cross is the public perception that there is a sufficient level of blood for the country. As a result, the public feels that there is no pressing need for blood donors to step up. While there is substantial research on the different motivations that could push potential donors to donate blood, very few are in the context of Singapore or from the perspective of youth. Give Blood A Chance is the first-ever student-led campaign that aims to get youth to donate blood for the first time. One of the highlights of this campaign was the use of music to alleviate fear in donors.

Click link to view
http://hdl.handle.net/10356/60026

Image Credit
Featured image IMG_4410.JPG by Flickr user jeremyfoo. CC BY 2.0.

The big dollar rescue: a campaign for Save the Children to show that we don’t have to give a lot to give a lot

Authors
Chin Yan Zhang Michael, Gong Hsien-Ying Rachel, Li Zhengliang & Samantha Ann Branson

Supervisor
Mr Tim Clark

Year
2014

Abstract
According to a study, volunteering in university is positively correlated with volunteering 9 years after graduation. Carrying out charitable campaigns within college campuses can increase giving when students graduate and become working adults with greater disposable incomes. Based on such studies, and the strength of the Singapore Dollar, the Big Dollar Rescue campaign targeted university and polytechnic students aged 17 to 26, to show how much Singaporeans can do to help suffering children in emergency situations like Typhoon Haiyan and the Syrian Civil War.

Click link to view
http://hdl.handle.net/10356/59854

Additional link
https://www.facebook.com/bigdollarrescue

The ride etiquette

Authors
Atheena Amira Binte Samsuri, Fadzeera Binte Mohamad Fadzully, Cynthia Soe Thiri Swe & Lim Woan

Supervisor
Assoc Prof Lee Chun Wah

Year
2014

Abstract
The Ride Etiquette (TRE) is the first student-led strategic communications campaign in Singapore to address public transport etiquette. Targeted at youths aged 18 to 35, TRE weaves humour and creative visuals to raise awareness on poor transport etiquette and in turn, encourage positive behaviour on public vehicles. It strives to stray from typical courtesy campaigns by moving away from print and towards interactive platforms online and on-ground. For example, the campaign came up with satirical illustrations intended to help the viewer understand the consequences of the poor etiquette habits on fellow commuters. This series of drawings highlighted the top five pet peeves on public transport personified by five characters: Pole-Dancing Pammy, Kancheong Kelly, Wide-leg Wally, Funky Fred and Blocking Bob.

Click link to view
http://hdl.handle.net/10356/59669

Additional link
https://www.facebook.com/TheRideEtiquette

Playtime: the games we used to play campaign

Authors
Carolanne Chan, Foo Hui Yu Gina, Kay Jin Rui Keith & Toh Zi Jing Gordon

Supervisor
Asst Prof Shin Wonsun

Year
2014

Abstract
Playtime is a campaign aimed to nurture the next generation of heritage advocates through the provision of additional avenues for children to learn about Singapore’s heritage. Kids aged 7 to 12 were the campaign’s primary target audience, with their parents making up the secondary target audience. One highlight of this campaign was that it launched Singapore’s first heritage-themed escape rooms at Yangzheng Primary School as part of a special collaboration with Think Your Way Out (TYWO), a local reality escape game room company. This escape room concept is a game where participants who are confined in a room have to solve a series of clues and puzzles so as to break out of the room within an hour. Such an immersive game enabled children to learn about Singapore’s heritage in a non-intrusive manner.

Click link to view
http://hdl.handle.net/10356/59791

Additional link
https://www.facebook.com/itsplaytimesg

For the love of books! campaign

Authors
Lestarini Saraswati Hapsoro, Sneha Gururaj, Wong Chooi Sean & Zhou Zhuangyu

Supervisors
Mr Tim Clark & Asst Prof Daniel Keith Jernigan

Year
2014

Abstract
Targeted at young adults aged 18 to 30, this campaign aimed to broaden the reading scope of these individuals by reconceptualising leisure reading as an entertaining activity and by increasing the accessibility of reading to incentivise more individuals to pick up the habit. The campaign had three key aspects, which included a social media engagement plan, outreach efforts in tertiary institutions and café establishments, as well as a grand finale event.

Click link to view
http://hdl.handle.net/10356/59595

Additional links
http://www.fortheloveofbooks-sg.com/
https://www.facebook.com/ftlobooks.sg

Avenue 1960s: stories of live, laugh and love in Singapore

Authors
Koh Xin Yue Karen, Phang Su Hui, Tan Huay Peng & Tan Hui Shi Candy

Supervisor
Assoc Prof Lee Chun Wah

Year
2014

Abstract
Avenue 1960s is a campaign that hopes to reconnect Singaporean youth with Singapore’s heritage, focusing on the nation-building years (1960s to 1980s). With the target audience of those aged 17 to 25, the campaign’s initiatives were highly youth-oriented, including the use of social media platform Facebook, a postcard competition, campus outreach activities, a heritage exhibition in the city area and a youth forum. The campaign tapped on the parents’ childhood stories to stimulate the curiosity and the interests of the youth.

Click link to view
http://hdl.handle.net/10356/59789

Additional link
https://www.facebook.com/avenue1960s

Makers of Singapore: celebrating local craftsmanship

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 link
http://www.makersofsingapore.com/

AD.VO.CA.SE CAMPAIGN

Authors
April Tan Wan Xin, Brenda Xie Hui Qi, Christabel Reena David & Jillian Goh Zi Ying

Supervisors
Ms Melina Chua & Ms Amanda Goh

Year
2014

Abstract
Targeted at youths aged 18-25 years old, this campaign aims to educate youths on social enterprises and to challenge their existing misconceptions about the industry. The campaign strategy mainly revolved around creating memorable interactions and conversations with the target audience. Through highlighting inspiring stories via a website, an interactive exhibition as well as an intensive 12-hour social enterprise challenge, the campaign strived to enhance the profile and credibility of social enterprises and in the process, spur youths to rethink their notions of “social enterprises”.

Click link to view
http://hdl.handle.net/10356/59732

Additional link
https://www.facebook.com/advocasesg

The real reunion: an integrated campaign to strengthen family bonds through meals

Authors
Chen Zhihui, Lim Hiok Hwee Desmond, Tan Nian Shun & Toh Yew Zhen

Supervisor
Dr Yeoh Kok Cheow

Year
2014

Abstract
Targeted at youth aged 18 to 25, the campaign seeks to leverage on family reunion dinners to bond families and improve parent-child relationship through meals. The campaign’s main objective is to educate youths that Chinese reunion dinners can be culture-free and day-free. To garner attention and interest, the campaign employed the use of popular social media tools, a website and an interactive mobile application. To create desire and action, the campaign leveraged on multiple school outreach activities, an outdoor roadshow and a finale mass family reunion dinner event. One of the highlights of this campaign was that it received special mention from Prime Minister Lee Hsien Loong at the NTU Ministerial Forum 2014.

Click link to view
http://hdl.handle.net/10356/59597

Additional link
https://www.facebook.com/therealreunionsg

Project ENGAGE: campaign to promote social engagement in active ageing

Authors
Ang Hui Xuan, Chen Shusi, Lim Pei Si & Peh Yan Ting

Supervisors
Assoc Prof Lee Chun Wah

Year
2014

Abstract
Project ENGAGE is a campaign that aims to build on the government’s preliminary efforts to promote social engagement in active ageing. Targeted at senior Singaporeans aged 50 and above, the campaign aims to highlight the importance of social engagement as an integral element of successful active ageing and to encourage senior Singaporeans to engage in social activities. This was done through engaging the seniors in conversation to educate them about the issue and encourage them to take pledges and concrete actions to kick start an active lifestyle. The key communication channels used included information booths, an active ageing carnival cum walkathon, and door-to-door visits.

Click link to view
http://hdl.handle.net/10356/59841

Additional links
https://www.facebook.com/projectengage2014

Screensavers: for healthier digital kids

Authors
Marlene Tan Yiting, Ng Pin Li & Pek Kai Le Charis

Supervisors
Asst Prof Shin Wonsun & Dr Yeoh Kok Cheow

Year
2014

Abstract
Screensavers is a public information campaign to nurture healthier digital kids. The campaign aims to educate parents and their children who are between the ages of 6 and 12, on effectively managing the use of digital technology. The campaign’s key message and screen tips, with an emphasis on child’s well-being, were conceived from the primary and secondary research conducted prior to the campaign. Campaign outreach activities were formulated to convey the key and sub-messages of the campaign, particularly through active community engagement, with a focus on parent-child learning. Both online and offline platforms were utilized to expand reach to the target audience.

Click link to view
http://hdl.handle.net/10356/59853

Additional link
https://www.facebook.com/screensaverssg

Project tooth keeper: a children’s oral health campaign

Authors
Chow En En Grace, Ho Cai Shan, Nur Iznina Binte Zainudin & Susmitha Changaroth

Supervisors
Prof Charles Thomas Salmon & Dr Yeo Su Lin

Year
2014

Abstract
Project Tooth Keeper is a health communications campaign promoting good parenting for children’s oral health. The campaign was targeted at parents with children aged 6 years and under, and set out to educate parents on and motivate them by stressing the importance and benefits of preventive oral health behaviours in preventing the onset of tooth decay in a child’s life. The campaign was mounted in response to the declining oral health status of infants and preschoolers in Singapore.

Click link to view
http://hdl.handle.net/10356/59843

Additional link
https://www.facebook.com/projecttoothkeeper

Little captains at play: a campaign for unstructured play towards a more balanced childhood among preschoolers in Singapore

Authors
Claire Yeoh Su-En, Lau Kwee Fang, Soh Huiting Madeline & Tan Xiang Wei

Supervisors
Dr Yeoh Kok Cheow & Mr Stephen Robertson

Year
2014

Abstract
Little Captains at Play is a public communications campaign which looks at unstructured play among pre-schoolers in Singapore. Targeted at parents with children aged 3 – 6 years old, the campaign aims to address the need for holistic development by utilising parents’ stories to encourage self-reflection and discussion. Supported by expert opinions and a range of online and offline engagement strategies, the campaign employed a three-pronged approach to educate, inspire and empower parents to provide their children with more opportunities for unstructured play.

Click link to view
http://hdl.handle.net/10356/59664

Additional link
https://www.facebook.com/littlecaptainsatplay.sg

The happiness revolution: the best gift for your child

Authors
Lee Jing, Lim Hui Lian Joyce & Yap Jiamin

Supervisors
Mr Tim Clark & Asst Prof Liew Kai Khiun

Year
2014

Abstract
The Happiness Revolution: Best Gift for Your Child, is a communication campaign that champions the attainment of positive mental wellbeing amongst children. Targeted at parents of children aged 7-12, this campaign aims to raise awareness on the importance of children’s social and emotional intelligence as well as ability to solve problems as components towards lasting happiness. Through interactive platforms such as roving outreaches and lunchtime talks, the campaign strives to engage parents in conversations about their current steps to improve their child’s mental wellbeing.

Click link to view
http://hdl.handle.net/10356/59931

Additional link
https://www.facebook.com/TheHappinessRevolution

Tweak it SG – a campaign to promote personal work-life effectiveness

Authors
Low Sieu Ping, Yeo Xue Zhen & Zhang XiuYing

Supervisor
Assoc Prof Lee Chun Wah

Year
2014

Abstract
Tweak It SG, a strategic communication campaign, seeks to help Gen X and Gen Y working professionals regain a sense of control in their day-to-day work-life flexibility by initiating small changes, or tweaks, to carve out time for their most important priorities. The report includes the theoretical framework for the campaign executed in three key phases, pre-production research, detailed communication plans and tactics, and its creative execution. Post-campaign survey, observational research, social media monitoring and metrics from both online and physical publicity efforts are proposed as part of campaign evaluation.

Click link to view
http://hdl.handle.net/10356/59436

The next stop campaign

Authors
Chan Long Teng, Ho Seok Kian Agnes, Shawn Choy Zikai & Quek Chwee Lin Vinnie

Supervisor
Ms Melina Chua

Year
2014

Abstract
The Next Stop is a social campaign to help emerging adults navigate the quarter-life crisis and seek clarity about life after graduation. Engaging tertiary students of aged 18 to 25 via online and offline platforms, it provides feature stories and tailored resources for young people to be stronger and happier adults. The report summarises the research that guided the campaign strategy and key messages, the execution of campaign and evaluation of the campaign’s effectiveness. It includes press clippings, collateral design and detailed survey results.

Click link to view
http://hdl.handle.net/10356/60097

Additional link
https://www.facebook.com/sgnextstop

Fit to win Singapore 2014

Authors
Chin Yi Xin, Heng Yih Fang, Lei Hoi & Lee Ker Hui Felicia

Supervisor
Assoc Prof Lee Chun Wah

Year
2014

Abstract
Fit to Win is a Nanyang Technological University student-initiated health promotion campaign. It is the first social weight loss challenge in Singapore that utilises an incentive-based system to motivate participants to engage in healthy behaviours. The report documents the entire campaign covering formative research, strategic communications, sponsorships, campaign execution, public relations plan, expenditure and evaluation of its effectiveness and limitations.

Click link to view
http://hdl.handle.net/10356/60072

Additional link
https://www.facebook.com/fittowin.sg

The unravel travel campaign

Authors
Guo Zhengxuan Lucas, Carolyn Dali Luo Lin, Tan Kor Woong, Chew Jia Hui Kalyn

Supervisor
Ms Melina Chua

Year
2015

Abstract
This report presents the Unravel Travel campaign, a first ever student-led strategic communication campaign to inspire travel to cities that are lesser-known among young adults in Singapore.

Targeted at young adults aged 18 to 28, the campaign aimed to deepen the understanding of travel by making a clear distinction between travel and holiday, traveller and tourist; to generate awareness of cities lesser-known within Southeast Asia by providing tailored information; to empower our target audience by sending them to selected cities as travel bloggers. Through these efforts, the team encouraged target audience to set foot on cities less-travelled in the future. Evaluation of the campaign included pre and post-campaign surveys, metrics from online and on-ground promotion, and a thorough analysis of all media coverage

This report summarises the primary and secondary research that guided the campaign strategy and key message. It outlines the journey from conception to execution, and concludes with analysis and evaluation of the campaign’s effectiveness based on impact and output objectives. It also highlights efforts to further develop and sustain the campaign. Appendices supplement includes media clippings, collateral design and detailed survey results.

Click link to view
http://hdl.handle.net/10356/63177

Additional links
https://www.facebook.com/unraveltravelSG

So Peranakan!

Authors
Koh Yong Sheng, Sandy Lai Yue Lin, Quek Shi Min

Supervisor
Ms Melina Chua

Year
2015

Abstract
Targeted at youths aged 18 to 35, So Peranakan! was an integrated cultural communication campaign to cultivate understanding and interest in Peranakan culture so that its legacy is passed on from one generation to the next.

The primary objective was to communicate the concept of modern Peranakan to help youths identify and incorporate the culture into their everyday lives. Referencing the AIDA Model, the campaign utilises Facebook and Instagram, and multiple school and commercial outreaches to attract attention and interest. It held experiential workshops and a So Peranakan! festival to create desire and action.

The campaign was evaluated via pre and post-campaign surveys, participant feedback for workshops and festival, several online and offline publicity metrics, and a content analysis of both traditional and new media coverage. Including advertising value equivalent (AVE), public relations value, total media impression and sponsorship value, the campaign was overall valued at S$488,251.82.

This report presents the formative research that guided the conceptualisation, planning and execution of the campaign. It outlines the communication tactics and creative execution, and wraps up with a discussion of limitations and recommendations. All original documents, campaign collaterals, campaign timeline and detailed tables, graphs and charts are included.

Click link to view
http://hdl.handle.net/10356/63174

Additional links
https://www.facebook.com/soperanakan
https://www.instagram.com/soperanakan/

Brolls over trolls: encouraging positive social media behaviour among young netizens

Authors
Abigail Heng, Cassi Yang Shi Yin, Chua Yuxuan, Lau Kia Yong

Supervisor
Ms Melina Chua

Year
2015

Abstract
Brolls Over Trolls (BOT) was a communications campaign which aimed to empower youths aged 18 to 29 to adopt positive social media behaviour amidst a landscape flooded with trolls. It was the first campaign of its kind to create a symbol that encapsulates the anti-thesis of a troll.

This report provides the insights behind the team’s extensive formative research which were instrumental in formulating the campaign’s strategy and tactics. An assessment was then conducted on the campaign’s objectives to evaluate the success of it. Finally, the report discusses the limitations of the campaign and explores possibilities of future expansion of the project. Original documents, research, collaterals, diagrams and transcripts of conversations are included in the appendices.

Click link to view
http://hdl.handle.net/10356/63374

Additional links
https://www.facebook.com/brollface

Old is gold: senior pets deserve loving homes too

Authors
Ng Ming Min, Sharon Lok Swee Fang, Yiap Dai Ling

Supervisor
Mr Ferdinand de Bakker

Year
2015

Abstract
It is a well-known fact in the local animal welfare scene that older shelter or abandoned animals are least likely to find new homes. Tragically, many older pets live out the remainder of their lives in shelters, or are euthanised to make room for more adoptable animals.

Old Is Gold was a communications campaign started to advocate better welfare and adoption of senior pets, and to show that senior pets deserve loving homes too. It was targeted at prospective adopters, as well as past and current senior pet owners. Supported by the Agri-Food & Veterinary Authority of Singapore and reputable animal welfare organisations, new media was harnessed to spread the campaign message through multiple online platforms and offline efforts were extended via on-ground activations and events. A detailed analysis was conducted on the impact and overall success of the campaign.

This paper provides the primary and secondary research that formed the backbone of the campaign’s strategies, plans and execution. It also highlights the challenges and triumphs experienced by the team, limitations and recommendations for the future. Original documents, collaterals and diagrams are included in the appendices.

Click link to view
http://hdl.handle.net/10356/63611

Additional links
https://www.facebook.com/OldIsGoldSG

Paths: an interfaith understanding initiative

Authors
Leong Zhiwei Mark, Loh Han Le, Loh Shi Qin Melanie, Teo Wan En

Supervisors
Mr Ferdinand de Bakker, Ms Amanda Huan

Year
2015

Abstract
Paths was an inter-faith campaign aimed at achieving inter-religious respect and understanding in university students, aged 19 to 25, by inculcating in them an interest to know about different religions.

Singapore is a religiously diverse nation that has witnessed increasing religiosity in recent years so religious harmony between different religious groups becomes increasingly important. However, although the future of inter-faith harmony is dependent on the youth, there are not many inter-faith programmes targeted at them.

Employing storytelling as the main strategy, the campaign reached out to the target audience using a mixture of online and offline methods, including social media, school roadshows and a flagship event. It was effective in increasing the interest of participants in knowing about other religions, and finding out more on their own.

This report details the literature review and formative research that formed the basis for the campaign’s conceptualisation, communication strategies and tactics. It also presents an evaluation of the campaign’s overall success and effectiveness, limitations and challenges, as well as recommendations for future initiatives.

Click link to view
http://hdl.handle.net/10356/63405

Additional links
https://www.facebook.com/paths.sg

Speak your mind SG

Authors
Andrew Chan Jialing, Chua Jian Wai Russell, Khoo Yin Suen, Yeo Ying Ying

Supervisors
Assoc Prof Lee Chun Wah, Mr Ferdinand de Bakker

Year
2015

Abstract
Speak Your Mind SG is an upstream health promotion campaign aimed at promoting greater awareness about optimal mental well-being amongst teachers in Singapore.

While work-related stress is an inevitable part of today’s contemporary and fast-paced world, some professions are thought to experience greater levels of stress, and hence higher vulnerability to poor mental well-being. The teaching profession has been identified as one such profession.

Targeted at pre and in-service teachers, the campaign was conceptualized to educate teachers on ways to optimize their mental well-being using the Health Promotion Board’s five components of mental well-being. Through a three-stage approach – communicate, educate and initiate – it aimed to create a work environment with strong peer-to-peer systems where teachers could find support and encouragement when faced with work challenges.

This report contains primary and secondary research detailing the state of mental well-being amongst Singapore teachers. It explains the frameworks guiding campaign strategies, tactics and execution. It discusses risks and assumptions involved, and directions for future research. Original documents, collaterals and diagrams are included in the appendices.

Click link to view
http://hdl.handle.net/10356/63176

Additional links
https://www.facebook.com/speakyourmindsg

Spousal violence: espousing hope

Authors
Angeline Chua Wei Ting, Hoong Shuman Melissa, Lim Sun Thai Sae Lim, Tan Yi Xin

Supervisor
Mr Ferdinand de Bakker

Year
2015

Abstract
The project’s campaign Espousing Hope (EH!) aimed to encourage dialogue about spousal violence among young adults in Singapore. Targeted at youths aged 19 to 25, it hoped to spark conversations, online and offline, to create an open and supportive social environment, pushing the spousal violence issue from private sphere onto public agenda. This was so that victims and perpetrators feel validated and supported if and when they want to seek help or comfort.

This report contains primary and secondary research on our target audience’s attitudes and perceptions towards spousal violence. It also details the theoretical framework on which the strategic campaign communication was based, campaign execution and tactics, and campaign evaluation based on impact and the fulfilment of output objectives. It concludes with campaign limitations and challenges, and recommendations for future directions. Original documents, campaign collateral materials and diagrams are included in the appendices.

Click link to view
http://hdl.handle.net/10356/63117

Additional links
https://www.facebook.com/EHSingapore
https://www.instagram.com/espousinghope/

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
Assoc Prof Lee Chun Wah, Mr Ferdinand de Bakker

Year
2015

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.

Click to view link
http://hdl.handle.net/10356/63184

Additional links
https://www.facebook.com/wearesingavore
https://www.instagram.com/wearesingavore/

My ah ma make one: an SG50 campaign to bond generations through traditional snacks

Authors
Lin Yanxiang, Goh Hui Ting Sherry, Felicia Ee Fang En, Cai Huiting Serene

Supervisors
Assoc Prof Lee Chun Wah, Mr Ferdinand de Bakker

Year
2015

Abstract
My Ah Ma Make One was a social movement to celebrate Singapore’s unique snacks heritage against the backdrop of the nation’s fiftieth birthday (SG50).

Primarily targeted youth aged between 18 to 35 years old, the campaign aimed to preserve and promote traditional snacks among today’s youth who would be the heirs of the local traditional snack heritage.

Leveraging on narrative persuasion through the sharing of stories and skills, the team sought to foster inter-generational bonds among grandparents and grandchildren. Through the integrated use of social media and island-wide events, the campaign effectively raised the level of knowledge of local traditional snack heritage among youth, and increased their behavioral intents to learn about traditional snacks and bond with grandparents. The team also worked with sponsors and partners to prolong the campaign’s lifespan with a scheduled publication.

This report showcases the primary and secondary research, execution of creative plans, strategies and tactics, achievements, limitations and recommendations. Original documents, collateral materials, as well as comprehensive tables and charts are included in the appendices.

Click link to view
http://hdl.handle.net/10356/63172

Additional links
https://www.facebook.com/MyAhMaMakeOne
https://www.youtube.com/channel/UCyM871yxx3z1-6iZPuimsiw

Celebrate love SG: an initiative to maintain relationship satisfaction in couples in Singapore

Authors
Chan Xin Hui Amy Beth, Dorothy Chong Sue Ting, Ng Yu Xin Karen, Sukanthy

Supervisor
Mr Ferdinand de Bakker

Year
2015

Abstract
Targeted at couples in committed relationships, Celebrate Love SG was a communications campaign which aimed to emphasise the importance of appreciation in romantic relationships.

While there had been past initiatives on relationships, they were aimed at encouraging relationships for singles or at promoting healthy marriages. In view of this, Celebrate Love SG was conceptualised to support relationship satisfaction by promoting the recognition of and appreciation for expressions of love in relationships.

A three-phase execution plan was developed to encourage reflection among the target audience of their partners’ acts of appreciation. The campaign employed the use of offline and online outreach to expand its impact. A thorough analysis of the campaign activities was conducted, and it was determined that the campaign was successful in achieving its impact and output objectives.

This report explains the research that provided insight for the development of the campaign strategies. Details of the campaign tactics and publicity efforts are outlined and the campaign’s achievements and limitations discussed. Recommendations for future initiatives are also included.

Click link to view
http://hdl.handle.net/10356/63125

Additional links
https://www.facebook.com/celebratelovesg

Get fined!

Authors
Cheong Wei Lin Cheryl, Foong Yumei, Michelle Ann Kwara, Ruby Lim You Shi

Supervisor
Mr Ferdinand de Bakker

Year
2015

Abstract
Get Fined was Singapore’s first campaign to encourage financial literacy among Singapore undergraduates through the use of creative expression and dialogue.

Singapore introduced the first national financial education programme in 2003. Despite numerous initiatives by financial and tertiary institutions, a worrying 90% of young adults were reportedly unprepared for their financial future and lacking in personal financial management skills.

The project team decided to investigate and address this lack of financial understanding with a campaign which aimed to highlight the urgency of being financially literate, rebrand financial knowledge and encourage financial literacy to jolt undergraduates to take action in financial planning. The campaign achieved significant success in engaging with undergraduates – 98.59% of the participants found the campaign relevant.

This report outlines the campaign’s formative research, strategies, programming and execution. It includes evaluation of the campaign’s impact, discusses implications of the campaign findings for future financial education for undergraduates, as well as offer recommendations for the sustainability and expansion of this campaign. It also contains survey processes, charts and photographs.

Click link to view
http://hdl.handle.net/10356/63195

Additional links
https://www.facebook.com/getfinedsg

Thorns and beyond: the story of the durian

Authors
Moy Yanming Martina, Foo Peiying, Loh Phieh Hsi Wanda

Supervisor
Mr Ferdinand de Bakker

Year
2015

Abstract
This report details Thorns and Beyond, a three-month public relations campaign that celebrates the act of storytelling in Singapore’s food culture. The initiative was targeted at local university students aged 19 to 26 and focused on advocating the durian as a medium through which stories are formed, recalled and shared.

Discourse about local food in Singapore is often limited to preparation and consumption. Thorns and Beyond delved into the oft-overlooked cultural aspects: the multitude of tradition, stories and human experiences which arose as a result of one particular fruit – the durian. Storytelling formed the tactics and programming used in the campaign to spread awareness of durian stories and create opportunities for the target audience to share their own stories.

The report presents the academic and formative research which led to campaign conceptualisation and execution, as well as the key strategy and tactics employed. Results and effectiveness of the campaign were evaluated and future recommendations proposed. Detailed appendices show written, transcribed and pictorial documentation of the campaign process.

Click link to view
http://hdl.handle.net/10356/63375

Additional links
https://www.facebook.com/thornsandbeyond

Wired warriors campaign: encouraging a safer and happier Instagram

Authors
Lee Si Rui Serene, Ng Shi Yin Venice, Nicolette Soh Jun Yi, Ong Linette

Supervisor
Mr Ferdinand De Bakker

Year
2015

Abstract
This report presents the Wired Warriors campaign, the first-ever communication campaign in Singapore to encourage a happier and safer Instagram.

The campaign strongly encouraged its target audience of female Instagram users in Singapore to be Wired Warriors by critically evaluating content that they receive, posting responsible content, and being safe and happy online. Through these three steps, the campaign hoped to reduce unhealthy social comparison, cyber bullying and promote cyber safety.

The report summarizes the primary and secondary research that shaped the campaign’s strategy and details the campaign’s process from creative elements to execution of initiatives. It examines the campaign’s effectiveness by evaluating its objectives through preliminary and post-campaign surveys. It also provides future directions for the continuation and expansion of the campaign, and is accompanied by detailed appendices of tables, charts, graphs and collateral designs.

Click link to view
http://hdl.handle.net/10356/63175

Additional links
https://www.facebook.com/wiredwarriorssg
https://www.instagram.com/wiredwarriors/

Another angle: a campaign to reduce xenophobic sentiments towards low-wage migrant workers among Singaporeans

Authors
Chin Ying En Claire, Noreen Binte Mohammad, Tammie Kang Zi Ying, Wong Yun Lum

Supervisors
Mr Ferdinand de Bakker, Assoc Prof Lee Chun Wah

Year
2015

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.

Click link to view
http://hdl.handle.net/10356/63609

Additional links
https://www.instagram.com/anotheranglesg/
https://www.facebook.com/anotheranglesg

Top secret: maintaining privacy and security on social networking sites among Singaporean youths

Authors
Chieng Kay Hui Jean, Ng Bao Lin, Tan Hui Jun Steffi, Tan Ning Xin

Supervisor
Mr Ferdinand de Bakker

Year
2015

Abstract
The Top Secret campaign was an educational movement aimed at providing youths with the necessary knowledge and motivation to maintain their personal safety on Social Networking Sites (SNS) and to prevent them from falling prey to cyber dangers.

With increasing ubiquity of SNS such as Facebook and Twitter, online risks have been multiplying over recent years. Targeted at Singaporean youths aged 13 to 14 years old, the campaign was the first-of-its-kind to utilise an alternative pedagogy through interactive and immersive learning experience. It engaged both students and teachers to encourage the learning and practice of safe SNS behaviour by the students, and the adoption of our programme by the teachers.

The conclusion of the campaign saw an increase in awareness and positive behavioural intentions exhibited by student participants and enthusiastic response from teachers to implement the Top Secret programme in their schools.

This project report details the primary and secondary research conducted, the theoretical frameworks used in building the campaign strategy and tactics, phases of campaign execution, and an in-depth assessment of campaign objectives and success. Original documents, research data and campaign collaterals are included.

Click link to view
http://hdl.handle.net/10356/63353

A call to care: a public communications campaign for a strong caregiving foundation in Singapore

Authors
Deborah Loh Yen Ping, Quah Jiamin Jo-ann, Kwek Zhen Yi & Tan Jia Min Shermaine

Supervisor
Ms Wong Pei Wen

Year
2015

Abstract
As Singapore’s ageing population rises healthcare professionals are concerned that there are insufficient efforts to prepare the youth of today for their role as future caregivers. When today’s youth become caregivers, will their families receive the quality of care, greater caregiver satisfaction and stronger relationships within the family? ‘A Call To Care’ is a public communications campaign targeting youth aged 19 to 25. The campaign was launched to promote the idea that caring can be simple as well as to raise awareness of the positive aspects of caregiving, ultimately building a strong caregiving foundation in Singapore.

Click link to view
http://hdl.handle.net/10356/63194

Additional links
http://www.acalltocare.com/
https://www.facebook.com/A-Call-To-Care-389870761188610/
https://www.instagram.com/acalltocare/

Project guiding hands

Authors
Anthea Soh Wei-Xuen, Chong Si Min, Lim Yan Ting Brenda & Siow Wei Liang

Supervisor
Ms Wong Pei Wen

Year
2015

Abstract
Despite government efforts to build a culture of giving amongst Singaporean youth, only 1 in 5 volunteered in 2014. Singaporean youth lack motivation to volunteer, and were predominantly found to volunteer because of compulsory community involvement programs in school. Project Guiding Hands was launched to increase the motivation for volunteering and promote positive volunteering attitudes targeted at youth aged 15 to 25. This was done by bringing the focus to the volunteers and their experiences. This campaign seeks to make the volunteering experience enjoyable, through a series of fun and rewarding activities.

Click link to view
http://hdl.handle.net/10356/63481

Additional links
http://guidinghands.sg/
https://www.facebook.com/projectguidinghands
https://www.instagram.com/projectguidinghands/

Dis.Is.Able

Authors
Angeline Yeo Jian Ling, Ibrohim Abdul Karim Bin Johari, Kim Young Ah & Melissa Kaur Jaswal

Supervisor
Ms Wong Pei Wen

Year
2015

Abstract
Dis.Is.Able, a promotional campaign to raise the public profile of Singapore’s para athletes through redefining their strength and ability. Targeted at youths aged 13 to 25, Dis.Is.Able aims to build a strong fan base ahead of the 8th ASEAN Para Games, which will be held in Singapore for the first time. The campaign seeks to find out more about para sports as well as to improve attitudes towards para sports. As the official social media agency for the 8th ASEAN Para Games from December 2014 to April 2015, Dis.Is.Able acts as a timely platform to ignite a national conversation on providing greater support for the para athletes.

Click link to view
http://hdl.handle.net/10356/63251

Additional links
http://disisable.com/
https://www.facebook.com/DisIsAble
https://www.instagram.com/disisable/

The platform collective: the new local startup community

Authors
Tan Jen Wei Isaac, Olivia Ng Li Wen, Teoh Wee Yang Caster & Wong Yan Ting

Supervisor
Ms Wong Pei Wen

Year
2015

Abstract
‘The Platform Collective’ is the first student campaign which encourages startups to develop their businesses by connecting and collaboration with other businesses. Its aim was to help startups to become sustainable by finding solutions to the challenges they face, through bartering with other startups. This could lead to collaborations, propelling them to find innovative ways to grow and sustain their businesses. The Platform Collective does this by being an online intermediary that curates the community of startups. The startups were mostly started by young people under the age of 30, and matches individual startups’ barters.

Click link to view
http://hdl.handle.net/10356/63362

Additional links
http://www.theplatformcollective.com/
https://www.facebook.com/theplatformcollective

The right choice: a public health campaign for primary schools

Authors
Chek Yin Kuan, Crystal Chng Zihui, Huang Shuqun & Phoon Rou Hui

Supervisor
Ms Wong Pei Wen

Year
2015

Abstract
“The Right Choice” is a public health campaign aimed at combating the rising trend of childhood obesity in Singapore. Primary school children aged 7 to 12 years old were the campaign’s primary target audience, as eating habits developed at this age tend to continue throughout their lives. Parents were the secondary target audience as they are the main gatekeepers to the children’s diets. Using a game-based learning approach to engage children, a computer game and game booths were developed to empower children to adopt good dietary habits and sustain healthy eating habits.

Click link to view
http://hdl.handle.net/10356/63171

Additional links
https://www.instagram.com/therightchoice.sg/

Young sun troopers: a public health campaign to promote sun protection habits in parents and children

Authors
Ang Zhi Hui Jade, Jasveen Kaur, Kwok Pei Fang & Lim Jia Hui Cherilyn

Supervisor
Ms Wong Pei Wen

Year
2015

Abstract
‘Young Sun Troopers’ is a health communications campaign focusing on sun protection for children. The team’s formative survey amongst 213 Singaporean parents found that nine in ten do not practice proper sun care protection on their children. Knowledge on irreversible sun damage was also severely inadequate. Prompted by this worrying situation, the team designed their campaign to educate parents on the importance of sun protection, and motivate parents to inculcate sun-safe habits in their children. To disseminate credible messages, the team partnered with National University Hospital (NUH) and KK Women’s and Children’s Hospital (KKH).

Click link to view
http://hdl.handle.net/10356/63400

Additional links
https://www.facebook.com/youngsuntroopers

THE PILLOW POLICE CAMPAIGN

Authors
Agustin Joan Marie Lavalle, Cai Yiming, Jeremiah Wong Sze Wei & Muhammad Dinie Bin Sudiyono

Supervisor
Ms Pamela Tor Das

Year
2015

Abstract
The Pillow Police is a public information campaign focusing on child sleep deprivation. The campaign aims to educate the parents of primary school children aged between 6 to 9 years, encouraging them to improve their child’s sleep hygiene. After the team conducted their research, the campaign’s key message of ‘Let’s Free Our Zees: The Pillow Police Toolkit’ was designed. The toolkit included information to educate parents on sleep deprivation, as well as tip on how to help their child sleep better. The campaign outreach activities were developed to bring the key messages of the campaign through community engagement.

Click link to view
http://hdl.handle.net/10356/63379

Additional links
https://www.facebook.com/thepillowpolice

Seek Singapore: stop the eye epidemic in kids

Authors
Evonne Ong Hui Hoon, Jermaine Lim Zhen Min, Joshua Francis Conceicao & Suzanna Farid Tang Shu Ling

Supervisor
Ms Pamela Tor Das

Year
2015

Abstract
“Seek Singapore: Stop the Eye Epidemic in Kids”, is a health communication campaign, targeted at parents with children below the age of seven. Its aim is to reduce the incidence of childhood myopia through educating parents of the risks and long-term consequences of this eye-condition. The campaign encourages these parents to bring their children outdoors regularly, as this has been shown to fight myopia. ‘Visualizing Myopi’ was the overall central theme and message used in the campaign, this formed the backbone of the campaign’s branding, creative tactics and strategies.

Click link to view
http://hdl.handle.net/10356/63354

Additional links
http://www.seeksingapore.com/#stop-the-eye-epidemic-in-kids
https://www.facebook.com/SeekSingapore
https://www.instagram.com/seeksingapore/
https://www.youtube.com/channel/UCFfG2HSxFvsLDrT8M-m8rMw

Embrace(D): A promotional campaign to raise awareness of depression among Singapore youth

Authors
Goh Yi Hui Eunice, Shahirah D/O A’Azman, Tan Deyong & Tan Wei Qing

Supervisor
Ms Pamela Tor Das

Year
2015

Abstract
Embrace(D) is a social campaign aimed at raising awareness of depression amongst youths in Singapore. The campaign is targeted at young people aged 18 to 25, wanting to educate them about depression, and providing advice to friends and family members on some of the ways they can help their loved ones. The campaign strives to create a supportive environment where sufferers of depression feel encouraged to seek help. The campaign’s strategy was focused on using youth-centric activities which included utilizing social media platforms, organizing on-ground initiatives at tertiary institutions and youth hubs, as well as incorporating interactive elements into the roving exhibition.

Click link to view
http://hdl.handle.net/10356/63368

Additional links
https://www.facebook.com/embraceDsg
https://www.instagram.com/embraced.sg/

BABY STEPS CAMPAIGN

Authors
Chua Ying Ying, Leung Yan Wah, Lim Sze Li, Tracy & Meryl Ang Xin Jie

Supervisor
Ms Pamela Tor Das

Year
2015

Abstract
“Baby Steps” is a campaign aimed at raising awareness of the Babes Pregnancy Crisis Support Limited (Babes), an organization which provides support to pregnant teenagers. Research has shown many pregnant teenagers do not feel comfortable confiding with their parents. Instead, many of these pregnant teenagers turn to their peers for support, but their friends too have a lack of knowledge on what to do. After discovering this knowledge gap, the team went on to devise a campaign with the aim of increasing the awareness of youths, ages 18 to 25, on where they can seek support.

Click link to view
http://hdl.handle.net/10356/63197

Additional links
https://www.facebook.com/BabyStepsSingapore

LOOK UP, LOOK OUT CAMPAIGN

Authors
Cherilyn Chia Guat Joo, Joel Chan Boon Jin, Ong Hui Ying Sherry & Sydney Alexandria Teng Hui Min

Supervisor
Ms Pamela Tor Das

Year
2015

Abstract
Look Up, Look Out is a campaign focusing on distracted walking and road safety. It is a social movement with the intention of encouraging youth not to use their mobile devices while crossing the roads. The campaign targets youth aged 17 to 25, as it was found that young people around this age group had the highest smartphone penetration rates, coupled with the highest weekly instant-message and social networking usage on smartphones. The campaign aims to raise awareness on the risks of distracted walking but more importantly, to shape the correct mindset in pedestrians.

Click link to view
http://hdl.handle.net/10356/63178

Additional links
https://www.facebook.com/lookuplookoutsg
https://www.instagram.com/lookuplookoutsg/

Clothes call – change it. Don’t bin it.

Authors
Ang Hui Yu Anna, Goh Jia Yi, Shermaine Chong Xin Hui & Ow Wen Yan

Supervisor
Ms Pamela Tor Das

Year
2015

Abstract
Clothes Call is the first local student-led campaign promoting clothes repurposing recycling, and reusing of unwanted clothes through modification. It is targeted at Singaporean aged 15 to 35, mobilising them to explore the possibilities of repurposing their clothes rather than simply throwing away their unwanted garments. The campaign aims to bring attention to textile wastes by informing them about the benefits of clothes repurposing and demonstrating that clothes repurposing can be a lifestyle choice. Ultimately strengthening Singapore’s efforts to encourage an environmentally responsible people.

Click link to view
http://hdl.handle.net/10356/63381

Additional links
http://www.clothescallsg.com/
https://www.facebook.com/clothescallsg
https://www.instagram.com/clothescallsg/

Paint the town red

Authors
Anne-Marie Lim Sian Ping, Tan Jo Yee, Lai Zhi Han Scott, Kimberly Rachel Teh Yu Ling

Supervisor
Asst Prof Liew Kai Khiun

Year
2016

Abstract
Paint the Town Red (PTTR) is the first youth-initiated integrated communication campaign in Singapore that aims to raise awareness and reduce stigma about HIV among youths. The campaign was primarily targeted at youths aged 18 – 28. PPTR wants to stray away from conventionally conservative pedagogy in public schools, and seeks to educate and correct outdated and false beliefs about HIV, and at the same time, reduce the stigma and cultivate support for people living with HIV. By making use of a mixed communications model, as well as interactive platforms, PTTR strives to challenge the negative perceptions of HIV among youths in Singapore.

Click link to view
http://hdl.handle.net/10356/66875

Got it covered: a safe sex campaign

Authors
Nicole Loh Voon Voon, Lim Hui Belicia, Lim Weiting, Ngamlamai Wijitra

Supervisor
Ms Kairiah Mohd Tamin

Year
2016

Abstract
Got it Covered is the first safe sex campaign in Singapore specifically targeting women. The campaign encourages Singaporean women to take control of their sexual health by adopting the act of carrying a condom. The campaign was designed to target young Singaporean women aged between 18 to 25. The campaign hopes to ignite conversations about the importance of safe sex, creating discourse and a more gender equal Singapore. This campaign also provides an educational platform for our target audience to seek information about sex-related issues.

Click link to view
http://hdl.handle.net/10356/66904

Breast-feeding friends Singapore

Authors
Ezhilan Oviyum, Koh Kiat Jiun, Kok Yi Ning, Alyssa Teo

Supervisor
Asst Prof Liew Kai Khiun

Year
2016

Abstract
Breast-Feeding Friends Singapore (BFFsg) is a unique nationwide initiative aimed at creating a more inclusive public environment for breastfeeding mothers. The campaign aims to: (1) promote acceptance of public breastfeeding amongst Singaporeans, (2) engage and rally the support of corporates to create a supportive environment for nursing mothers, and (3) encourage mothers to embrace their right to feed their babies in whatever way is comfortable for them. Through various online educational content, public roadshows and pledge drives, the team has also engaged and educated members of the public on how they can better support breastfeeding mothers.

Click link to view
http://hdl.handle.net/10356/66718

Cover a brother: a health campaign to promote sun protection behaviour amongst men

Authors
Lee Yining Dionne, Nicole Jeanne Tan Min, Soo Yun Xuan, Crystal Toh Bao Ning

Supervisor
Asst Prof Kim Hye Kyung

Year
2016

Abstract
Cover a Brother is the first male-targeted sun protection campaign in Singapore, with the aim of educating young males aged 18 to 25 on the importance of practicing sun safety. Men displayed greater behavioural resistance, and lacked knowledge on sun damage and skin cancer risks as compared to women. Cover a Brother devised a strategic communications plan to engage young males on the urgent issue of sun protection. In partnership with the Singapore Cancer Society, the team launched an educational series of UV camera roadshows, outreach activities during outdoor sporting events, and a complementary online content strategy to communicate campaign messages on the risks of ultraviolet (UV) exposure.

Click link to view
http://hdl.handle.net/10356/66876

Join the current

Authors
Huam Wen Yuan, Lynette Teo Wei Ling, Miranda Yeo Siu Hui, Tan Ke Ting Fiona

Supervisor
Ms Kairiah Mohd Tamin

Year
2016

Abstract
Join The Current is an educational literacy campaign set against the global and local decline of news consumption amongst youths. The campaign aims to use current affairs and information literacy as tools to inform, engage and equip preadolescents for their transition into active citizens. Leveraging on a motivational and planned behavioral model across three overlapping phases, Join The Current targeted preadolescents aged 10 to 14 years old. Join The Current effectively raised awareness of measures to increase preadolescents’ current affairs literacy levels and created attitudinal shifts.

Click link to view
http://hdl.handle.net/10356/66925

Art detox: unwind your mind

Authors
Tan Jin Ting, Koh Wen Jing Jamie, Cheyenne Ching Pei Jie

Supervisor
Asst Prof Liew Kai Khiun

Year
2016

Abstract
Art Detox: Unwind Your Mind is a campaign to promote mental wellness through art. The campaign aimed to improve the mental wellbeing of Singaporean adults aged 18 to 29, through encouraging them to incorporate art-making activities into their daily lives, so as to build mental resilience. The campaign’s strategy was designed to effect informational, attitudinal and behavioral changes. Campaign outreach activities were organised to carry across the key messages of the campaign. While online platforms were utilised to extend campaign reach to the target audience due to its convenient and accessible nature.

Click link to view
http://hdl.handle.net/10356/66852

Hello, hygiene? – a campaign on smartphone hygiene

Authors
Muhammad Sadikin Bin Muhamad Jailani, Aisha Lin Tamrend, Eve Ng Ling Nuan, Wong Mei-Yin Eenette

Supervisor
Asst Prof Kim Hye Kyung

Year
2016

Abstract
Hello, Hygiene is a public health campaign emphasizing the cleanliness of personal mobile devices to achieve better overall health and well-being. The purpose of the campaign is to establish awareness of smartphone hygiene as a new hygiene concept, and to effect long-term adoption of the recommended cleaning behavior. Based on the research findings, key messages, and campaign strategies of “social modelling”, “raising risk perception” and “shifting positive intention to behavior adoption” were crafted, which guided specific campaign tactics.

Click link to view
http://hdl.handle.net/10356/66868

Alternative

Authors
Shona D/O Suthendran, Ervin Tham Wei Jie, Poh Wei Ren Ronney

Supervisor
Ms Kairiah Mohd Tamin

Year
2016

Abstract
Alternative is a strategic communication campaign that seeks to inspire unique travel experiences in Singapore through uniquely local activities and places. Designed for tourists visiting Singapore, Alternative aims to promote the rediscovery of Singapore’s tourism landscape, which is currently dominated by the city’s global image as a modernized garden city. The campaign seeks to achieve its goal through introducing native experiences that are core to what makes Singapore unique and differentiated from other nations, hoping to rekindle the alternate discovery of our city.

Click link to view
http://hdl.handle.net/10356/66871

HOMEMADE (COOK IT OR LOSE IT) A social culinary campaign encouraging youths to appreciate and learn their family dishes

Authors
Wong Wen Bin, Sheena Wong Xin Jie, Mohamed Haikel S/O Abdul Aziz, Tai Wei Jie

Supervisor
Ms Kairiah Mohd Tamin

Year
2016

Abstract
Homemade Singapore is a social culinary campaign encouraging youths to appreciate and learn how to prepare their family dishes. Research have shown that adults in their 30s to 40s regret not learning the recipes of their family dishes. Therefore, the target audience of this campaign are youths aged 18 to 25 years old, classified as emerging adults, who are in their final formative years and are at the right age to learn these recipes before it is too late. Through this process the campaign also hopes to preserve the historical value of these dishes, so that they may be passed from one generation to another.

Click link to view
http://hdl.handle.net/10356/66880

Strangers of the night: a public awareness and informational campaign to champion the appreciation of night shift workers in Singapore

Authors
Kow Xin Yi Charissa, Cheryl Teng Sze Hui, Dipshikha Ghosh, Ng Yuin Yi

Supervisor
Mr Ferdinand De Bakker

Year
2016

Abstract
Strangers of the Night is a public awareness and informational campaign promoting the appreciation of night shift workers. The campaign built upon the aforementioned premise that individuals working from 7 p.m. to 7 a.m. in sectors that support our social structure such as medical, transport and security, are given or shown the appreciation they deserve. Targeted at youths aged 18 to 25, the campaign aimed to inspire behavioural change among these youths. The aim was to get these youths to be more grateful towards those who look after Singapore at night, as well as to explore gratitude as a lifestyle choice.

Click link to view
http://hdl.handle.net/10356/66862

Hard conversations campaign

Authors
Lau Siaw Ee, Cheryl Lee, Cheryl Teo Li Min, Florence Tan Yi Wen

Supervisor
Mr Ferdinand De Bakker

Year
2016

Abstract
Erectile dysfunction (ED) has been on the rise amongst younger Singaporean men over the past decade. Despite of this there is still a high ignorance and neglect towards this condition. In light of this trend, Hard Conversations was hence conceptualised to raise awareness of ED. The campaign hopes to normalise the condition and encourage behavioural change, with the aim of reducing prevalence. Targeted at female professionals aged 25 to 35 years old, the campaign aims to address the need for females to be equally educated on the condition, thereafter supporting and encouraging their male partners on prevention and cure of this condition.

Click link to view
http://hdl.handle.net/10356/66873

MORE THAN DIS CAMPAIGN

Authors
Goh Jing Rui, Freddy, Grace Lee Yian Lin

Supervisor
Asst Prof Liew Kai Khiun

Year
2016

Abstract
More Than Dis was a public communication campaign that aimed to strengthen the inclusion of Persons with Disabilities (PWDs) in the workplace in Singapore. It was targeted mainly at young working adults aged 18 to 35 and utilised a combination of offline and online tactics to elicit greater impact.

Lunchtime talks, a rojak workshop interaction activity, photo microsite, campaign video, photo exhibition, sharing session, and the campaign’s Facebook contests and posts were designed to enhance the understanding and perceptions of PWDs at the workplace. Strategic use of these tactics was made to reach out to a wider target audience.

The campaign was successful in achieving all its informational and attitudinal objectives. For more than 80% of the post-campaign survey respondents, not only did the campaign increase their understanding of PWDs at work, it also improved their perceptions of PWDs and their capabilities. Besides, the campaign received positive feedback from the government, civil society, and members of the public – these included both people with and without disabilities.

This paper summarises the campaign tactics and evaluates their effectiveness. It also details the primary and secondary research that guided the campaign’s strategies. This paper also discusses the limitations and challenges of the campaign and provides future recommendations for its continuation. The main text is supported with the appendices section consisting of the survey questionnaires and results, media clippings, and expenditure sheet, among others.

Click link to view
http://hdl.handle.net/10356/66834

OverComeD: an obsessive compulsive disorder awareness campaign

Authors
Wu Si Ying Christine, Clarisse Tan Yan Dan, Vanathy Chozha Nathan, Sarah Fathima Sultan

Supervisor
Mr Ferdinand De Bakker

Year
2016

Abstract
OverComeD was a mental health communications campaign aimed at increasing awareness of Obsessive Compulsive Disorder (OCD) amongst young people in Singapore. It aimed to create a more supportive environment for people with OCD to seek help.

To do so, the campaign addressed the misconceptions and stereotypes surrounding OCD, helped the target audience to recognise the signs and symptoms of OCD and equipped them with the ability to help a friend or family member to seek help.

The campaign was targeted at tertiary students aged 18 to 25 years old, an age group more susceptible to developing OCD. As such, the campaign focused on youth centred approaches such as social media platforms to communicate campaign messages, interactive on-ground roadshows and activities at tertiary institutions and public areas frequented by youths.

This report details the primary and secondary research conducted prior to the campaign and the key findings that helped to shape the campaign. It also contains details on campaign conceptualisation and execution. Both pre and post campaign surveys are analysed to review the success of the campaign. Finally, the report concludes with a discussion of its limitations and recommendations for future campaigns. The report also contains transcripts, collateral material designs, illustrations and other original documents in the appendix for reference to the main text.

Click link to view
http://hdl.handle.net/10356/66791

After words: a social campaign to address verbal aggression amongst couples in Singapore

Authors
Lee Teng Hui Jonathan, Tan Yu Xuan Charmian, Adele Ong Yuen Yoke, Esther Subramaniam

Supervisor
Ms Kairiah Mohd Tamin

Project year
2016

Abstract
After words was a social campaign to address the issue of verbal aggression amongst couples in Singapore. It aimed to highlight and tackle the unnoticed impact that words have in relationships. Targeted at married and dating couples aged 21 to 39, the campaign strived to raise awareness of verbal aggression, instil a desire amongst couples to reduce verbal aggression in their relationships, and encourage healthier communication.

To achieve this, the campaign’s strategy and initiatives leveraged upon insights gathered from formative research conducted on the topic. Using approaches such as a social experiment, an expert dialogue series, a couple-conversation web series as well as a public outreach event, the team hoped to improve the knowledge, attitudes and behaviours of individuals on verbal aggression through meaningful and educational content.

This project report provides a summary of the primary and secondary research conducted and reveals the key findings used to mould the campaign’s strategy and objectives. It documents the formulation and execution of the campaign in detail. As a measure of effectiveness, a section on campaign evaluation is dedicated to analysing the results from our campaign surveys as well as reviewing the sentiments of our target audience. Challenges faced throughout the course of the campaign are also represented in terms of the limitations, for which recommendations are provided. Finally, we discuss plans for future directions through the development of sustainability initiatives and extended collaborations.

Click link to view
http://hdl.handle.net/10356/66850

Starting from scratch

Authors
Bernice Koh Jia Hong, Goh Shun Jie, Tan Benjamin, Tan Li Ling Joanne

Supervisor
Mr Ferdinand De Bakker

Year
2016

Abstract
Starting from Scratch was a health communications campaign targeted at teenagers aged 12 to 17, both with and without eczema. It sought to educate teenagers on eczema by increasing awareness and dispelling misconceptions of the condition, so as to create a supportive and understanding environment for teenage eczema sufferers.

The campaign aimed to achieve this goal through roving exhibitions held in secondary schools, promoting learning through an interactive game and leaving encouraging messages of support for those suffering from eczema. Online, the team curated stories of everyday people with eczema, and allowed sufferers to find a platform to share their experiences.

Primary and secondary research conducted helped to shape the campaign. Based on research findings, the problem statement was identified, which helped hone the campaign’s strategy, tactics and goals. With the campaign’s branding and identity in mind, it was clear that the campaign needed to be relevant to teenagers with and without eczema. Both online and offline platforms were utilised equally to engage teenagers inside and out of school. Assessment of the campaign tactics was also completed, which included a post-survey evaluation, media monitoring and engagement on social media platforms. Finally, limitations and future recommendations for the campaign were discussed, including plans on sustainability.

Click link to view
http://hdl.handle.net/10356/66688

Come, let’s eat!

Authors
Lim Mu Yao, Pang Khin Yang Magnus, Yeo Si Ming, Jay Ng Jian Yang

Supervisor
Mr Ferdinand De Bakker

Year
2016

Abstract
A disconnect between a globalised Singapore and an unyielding definition of what it means to be multicultural has led to increased societal tensions. However, if perspectives can expand beyond such a rigid definition of multiculturalism and embrace differences as enrichment, these tensions can be eased. As a major part of Singaporean life, food holds the potential to bridge this divide between cultures in Singapore by creating opportunities to bring people together.

Come, Let’s Eat! was a communication campaign which aimed to help young Singaporeans connect to foreign cultures and people through food, increase their cultural knowledge and develop positive attitudes towards intercultural interaction.

The campaign organised a series of events such as dinners and cooking classes, supported by online and social media content, to create platforms where over 150 young Singaporeans learned and experienced foreign food and cultures as well as interacted with foreigners.

This report details the literature review and primary research on culture and food that led to the conception of this campaign, and the theoretical frameworks that guided the campaign’s strategies and tactics. The execution of the campaign is presented, along with the various methods used to assess the success and efficacy of the campaign in achieving its objectives. Various limitations and recommendations for the campaign are also discussed.

Click link to view
http://hdl.handle.net/10356/66719

Back to “I Do”: strengthening marriages in Singapore

Authors
Yew Eian Kian, Justine Amanda Koh Ying Xue, Shermaine Lau Boon Kuan, Chiam Ningrong

Supervisor
Asst Prof Liew Kai Khiun

Year
2016

Abstract
This was an integrated public relations campaign targeted at married couples in the Strawberry Stage, aged 30 to 39. It aimed to strengthen marital bonds among couples in Singapore by motivating them to not only have a functional marriage, but also a fulfilling one through increasing their marital satisfaction in three ways: (1) increasing their commitment level, (2) increasing their intimacy level, and (3) improving their conflict resolution skills.

Based on the AIDAR model, the campaign employed the use of both traditional and new media techniques to garner attention and interest in three phases. The team held multiple roadshows in various parts of Singapore which culminated in a Couples’ Retreat. The campaign secured a total of $56,784 in terms of sponsorship value. In return, the campaign’s advertising value equivalent (AVE) was worth $16,154 with a total offline and online impression count of 14,787,523.

This report presents a summary of the primary and secondary research which guided the campaign’s communication tactics, creative execution, and an evaluation of the campaign’s effectiveness. The latter includes post-campaign surveys, testimonials, metrics from both online and offline publicity efforts, and an analysis of traditional and new media coverage. The report concludes with an assessment of limitations and recommendations for the campaign. The appendix comprises of materials that complement the main text, providing a detailed background to the campaign process.

Click link to view
http://hdl.handle.net/10356/66854

Share the care SG: supporting family-caregivers of persons with special needs

Authors
Ho Xiu Xian, Lim Weixuan Lionel, Tan Jia Ling, How Sze Yin

Supervisor
Asst Prof Kim Hye Kyung

Year
2016

Abstract
Share the Care SG was the first local campaign calling for community support for family-caregivers of persons with special needs. It encouraged Singaporeans to “care for family-caregivers” of persons with special needs by providing social support.

The campaign was at targeted adults aged 25 to 54 years old, activating them to offer social support to the family-caregivers around them. By raising awareness of the challenges faced by family-caregivers and the ways one could offer social support, the campaign aimed to cultivate an inclusive environment where members in the community offer support to the family-caregivers among them.

This report presents the findings from primary and secondary research which helped shape the campaign’s goal, objectives and strategies. It details the campaign’s progress from conceptualisation to execution. The success of the campaign was evaluated with a discussion on its effectiveness and limitations. Recommendations were also made to help guide future projects of a similar nature. This report is accompanied by an appendix containing campaign materials, diagrams and collateral designs.

Click link to view
http://hdl.handle.net/10356/66759

Don’t choose binge: a promotional campaign to reduce binge

Authors
Kameswari D/O Narayanan, Jeanette Tan Yee Ching, Cherie Yeo Li Wen, Ethel Chua Jia En

Supervisor
Mr Ferdinand De Bakker

Year
2016

Abstract
Don’t Choose Binge was a public communications campaign aimed at reducing binge drinking behaviours amongst young adults in Singapore. It was targeted at young people aged 18 to 25 years – an age group in which binge drinking behaviour is the most prevalent.

The campaign strategy concentrated on youth-centric approaches which incorporated heavy use of social media platforms and outreach at tertiary institutions. Through positive peer influence, the campaign sought to establish responsible drinking as a widely acceptable social norm.

This project report provides an insight into the formative research conducted and the key findings that shaped the campaign’s tactics. It offers an in-depth look at the conceptualisation and subsequent execution of the campaign. The report also analyses pre-campaign and post-campaign surveys to assess the effectiveness of the campaign. To conclude the report, limitations of the campaign, recommendations on avenues for improvement, and its future direction are discussed. This report is also supplemented by collateral designs, event pictures, and other original documents in its appendices.

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http://hdl.handle.net/10356/66683