2014

Regulating social media advertising

mtan050

Author
Aw Cheng Wei

Supervisor
Prof Ang Peng Hwa

Year
2014

Abstract

The advent of social networking sites as advertising platforms is an attractive proposition for marketers. Currently, these sites are hitting new levels of reach. Unlike traditional media where messages are sent to an impersonal mass audience, social media advertising delivers commercial content to a more targeted audience. The main thrust of this paper is to recommend a set of regulatory mechanisms based on what mature advertising economies have done to regulate social media advertising and adapt to the Singapore context. It aims to provide countries that are looking to install regulatory frameworks for social media advertising with a deeper understanding of the areas of concern.

Click link to view
http://hdl.handle.net/10356/59856

Put it on friend mode campaign

mtan050

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

Project turn one: realising an online multimedia news portal for tabletop gaming in Singapore

mtan050

Author
Ong Bing Fu Zackary

Supervisor
Asst Prof Andrew Duffy

Year
2014

Abstract

Turn One Publications started out as a community driven publication, whereupon members of the community were invited to write articles related to the miniature tabletop hobby. The issue were published digitally in pdf format and available for free download. However, due to lack of interest in writing, the publication released only one issue before dying out. Since its failure, its creator has looked into some of the mistakes made and has endeavoured to learn and correct these mistakes, so as to re-launch the news portal. The project chronicles the re-launching of Turn One.

Click link to view
http://hdl.handle.net/10356/59939

Additional links

https://www.facebook.com/pages/Turn-One-Publications/218062031615089

Not a keyboard warrior campaign

mtan050

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

Navigating through the bulls and bears on the web: balancing information literacy skills and self-efficacy

mtan050

Authors
Boren Ang, Lam Zhao Yao, Pamela Chan Ting Jun & Teo Jion Chun

Supervisor
Asst Prof Debbie Goh Pei Chin

Year
2014

Abstract
Young investors increasingly turn to the Internet for financial information. This paper analyses the empirical components of information literacy skills and self-efficacy in information use through a cross-sectional study of young investors in Singapore. Their information literacy and self-efficacy levels were also analysed across various income groups, gender and investing experience. This study fills in the literature gap by assessing the relative importance of each predictor variable on using quality financial information online.

Click link to view
http://hdl.handle.net/10356/59428

Image Credit
Featured image Raging Bull by Flickr user Simon Morris. CC BY 2.0.

Mortality economy: an original one-hour television serial pilot

mtan050

Author
Teng Weng Woh

Supervisor
Mr Seah Chang Un

Year
2014

Abstract
Mortality Economy is a thriller set in a dystopian world not too far in the future. It examines the moral implications that arise from a new technology that enables the human life span to be sold on the market. The Mortality Augmentation Process (MAP) founded by geneticist Dr. Akira Jimbo has recently celebrated its six millionth sale. Since its launch ten years ago, Reverend Charleston Hill has been in opposition of MAP. However, Charleston is diagnosed with cancer. He strikes a deal with Dr. Jimbo in exchange for an extended life span of 30 years. Charleston must find a way to take down Dr. Jimbo while seemingly upholding his end of the deal.

Click link to view
http://hdl.handle.net/10356/59838

Image Credit
Featured image Mortality by Flickr user Ed Yourdon. CC BY 2.0.

Let’s not forget about e-waste

mtan050

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

Effects of spiral of silence and message civility on modes of opinion expression on Facebook

mtan050

Authors
Alex Zhang Meng Ren, Ko Sheng Wei Jeremy, Low Wei Xiang & Tan Su Yi Kay

Supervisors
Asst Prof Natalie Pang & Asst Prof Shirley Ho Soo Yee

Year
2014

Abstract
This study investigates aspects of Spiral of Silence theory and message civility in the social networking site, Facebook. Social media now also allows for more forms of opinion expression than before. Facebook, for example, allows users to click ‘like’ on posts and comments, as well as share content with just the click of the mouse. These new modes of expression could allow for content on social media to go viral easier and quicker than in traditional settings, where expression is mainly restricted to written or spoken words. This fast-growing phenomenon has important repercussions, including its potential impacts on social cohesion in Singapore.

Click link to view
http://hdl.handle.net/10356/59850

Image Credit
Featured image (183/365) Shhh…. by Flickr user Sarah. CC BY 2.0.

Effects of personalisation and interactivity on the perception of politicians on Instagram

mtan050

Authors
Ashley Tan Shu Ren, Heng Joo Kuang Terence, Ho Hui Yi Judith & Goh Yan Hui

Supervisor
Assoc Prof Jung Younbo

Year
2014

Abstract
During the 2011 General Elections, an increasing number of politicians have jumped on board the social media bandwagon to connect with their electorate. Given the rapidly growing trend of Instagram usage among politicians, this study investigates the effects of two self-presentation styles on voters’ perception of politicians and their voting intention: first, the personalisation which is presenting the private over the public life of a politician, and second, the text-based interactivity which is presenting the active versus passive voice of a politician.

Click link to view
http://hdl.handle.net/10356/59857

Image Credit
Featured image National Day Flags by Flickr user James Creasman. CC BY 2.0.

Aug: a cyberpunk audio-drama

mtan050

Authors
Daryl Christian Tan & Remington Chia

Supervisor
Ms Nicole Lorraine Draper

Year
2014

Abstract
Set in the year 2035, a Singaporean police detective, Marcus De Souza, attempts to track down a dangerous cyber-terrorist codenamed Alexios. In his relentless quest for this fugitive, he is thrust into an invisible conflict between the government and a shadowy organization only known as “the Resistance”. Friends and allies change sides, while Detective De Souza is forced to either adapt to the rapidly changing circumstances or die. This audio drama draws its inspiration from two particular sources, audiobooks of major novel series, as well as old radio shows.

Click link to view
http://hdl.handle.net/10356/59598

Image Credit
Featured image I Pimped My Ride by Flickr user Kevin Lim. CC BY 2.0.

太阳雨 – Sunny rain

mtan050

Authors
Chew Guancheng

Supervisor
Mr Seah Chang Un

Year
2014

Abstract
James is the protagonist of the story. He suffers from anxiety disorder and the struggle he faces is compounded by his introverted nature. Despite that, he can be fully relatable to those who aren’t too quick to judge. He represents those who don’t thrive in a rigid system, and those who seek to be understood by society. The story also focuses on family ties and the importance of creating a positive environment of effective communication and acceptance.

Click link to view
http://hdl.handle.net/10356/60019

Image Credit
Featured image Singapore by Flickr user hermitsmoores. CC BY 2.0.

从“心”认识特殊教育 (Special education: matters of the heart)

mtan050

Authors
Cindy Peh Lee Ji, Lin Liying & Teo Sijia

Supervisor
Prof Hao Xiaoming

Year
2014

Abstract
Special education has always received less attention from the public, as compared to mainstream education. Even till today, there is still a lack of public awareness of what it is, and what goes on within the special schools. Parents of special needs children are, unsurprisingly, most concerned about their children’s future. They worry about whether their children can fend for themselves in Singapore’s highly competitive job market. Those with children who have more severe disabilities wonder if their children will be able to receive adequate care when they grow up. Teachers, especially those who have watched the children grow under their guidance, care deeply for them as well. They too hope that the hard work they have put in to train the children will help them lead independent and fulfilled lives. This Chinese feature writing project focuses on the special education sector in Singapore. Through interviews with teachers, principals, parents, students and other people involved in the sector, it aims to provide a balanced and deeper look into what goes on within this often overlooked area of education.

Click link to view
http://hdl.handle.net/10356/59784

Please come again

mtan050

Author
Seah Wangda Freeman

Supervisor
Mr Seah Chang Un

Year
2014

Abstract
An upstart young lawyer has to convince an obstinate shopkeeper with Asperger’s Syndrome as well as his perpetually inebriated father to relinquish the provision shop that they hold so dearly. “Please Come Again” is a 90-minute family comedy-drama that attempts to create an accurate yet entertaining portrayal of Asperger’s.

Click link to view
http://hdl.handle.net/10356/59592

Image Credit
Featured image P1050309 by Flickr user Ronald Tan. CC BY 2.0.

Javier

mtan050

Authors
Tan E-lis & Lim Qiong Fang Gladys

Supervisor
Asst Prof Liew Kai Khiun

Year
2014

Abstract
Javier centers on the life of a 20-year old aspiring musician who has Borderline Personality Disorder (BPD). The 60-minute film documents Javier’s constant battle with his condition – characterized by episodic anxiety, intense anger, inability to control one’s emotions, and turbulent, self-mutilating behavior, to name a few.

Click link to view
http://hdl.handle.net/10356/60014

Image Credit
Featured image IMG_1129 by Flickr user glitzy. CC BY 2.0.

A disordered perspective

mtan050

Authors
Poon Jing Han & Yu Zhenghui

Supervisor
Ms Lau Joon-Nie

Year
2014

Abstract
This is an audio documentary detailing the life of people with eating disorders and their experiences going through such an ordeal. The question here is about how a person can survive an eating disorder and whether a person is able to walk out of the disorder completely. The documentary also looks at the types of medical help in Singapore and how accessible they are for eating disorder patients seeking help to recover. Through this project, the authors hopes to spread awareness about how serious a problem an eating disorder is and what repercussions it can have on an individual’s health, emotional well-being and social life. Another objective is to give hope to people struggling with eating disorders that they can, through the experience of another, find the strength to seek help and recover.

Click link to view
http://hdl.handle.net/10356/60011

Image Credit
Featured image To eat or not to eat? by Flickr user daniellehelm. CC BY 2.0.

The deaf divide

mtan050

Authors
Priscilla Kham, Tan Wen Hui Josephine, Tay Kai Ying Eileen & Tay Qiao Wei

Supervisor
Ms Hedwig Alfred

Year
2014

Abstract
An era is ending for Singapore’s deaf education. Students who need to sign no longer have a special environment to do so. The Singapore School for the Deaf, home to five decades of Deaf culture and history, is set to close in 2016. This comes after more than a decade of falling enrolment as more deaf children enter mainstream schools, with hearing aids and cochlear implants enabling them to speak. But amidst this phenomenon are dissenting voices. At the heart of the issue lies a debate between sign language and speaking. With speech, a deaf person is no longer seen as disabled in a society that prizes fitting in. But in this pursuit to integrate with the hearing world, sign language—touted by deaf advocates as crucial for cognitive development and identity building—is being set aside as the last resort.

Click link to view
http://hdl.handle.net/10356/59930

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

mtan050

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.

Fishing for men: trafficking and slavery on the high seas

mtan050

Authors
Danson Cheong Jingfu, Theodora Theresa D’cruz & Annabelle Liang Yanting

Supervisor
Ms Hedwig Alfred

Year
2014

Abstract
This is what modern day slavery looks like – men from impoverished Southeast Asian countries are promised lucrative jobs on the high seas, but they end up working on deep-sea fishing vessels. Human rights abuses are rife on these boats which catch high-value artisanal fish such as bluefin tuna and swordfish – some of which end up on Singapore’s dinner plates. These long-haul boats can remain at sea for three years, and the men are often subject to long working hours, physical abuse, and a lack of proper medical attention and nutrition. These men, from countries such as Cambodia, the Philippines, Indonesia and Vietnam, are trafficked onto boats that berth in Singapore and other ports overseas, and Singapore agencies are involved in their deployment. Combatting this cross-border problem in Singapore is difficult because trafficking is not outlawed in the country.

Click link to view
http://hdl.handle.net/10356/59855

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

mtan050

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

Ugly Singaporeans

mtan050

Author
Vivienne Chang Wei Ling

Supervisor
Mr Seah Chang Un

Year
2014

Abstract
‘Ugly Singaporeans’ is a Singaporean sitcom featuring Singapore with a futuristic twist. It is the year 2023, Singapore is now divided into the East End, where foreigners and rich locals live, and the West End, home to the working-class Singaporeans. Ben is a journalist for the East End Times. His editor has a big assignment for him: locate the last surviving one-dollar ice cream cart in West End. Ben is all wound-up in pursuit of this lead, but the catch is – this source belongs to 26-year-old Mystabel Jelical Lee, an attractive reporter for the East End News Network. His job is to ensure that she finds this ice cream cart and returns to East End safely. Ben doesn’t want to play nanny to Mystabel and tries to shake her off. But she remains determined to set foot in West End.

Click link to view
http://hdl.handle.net/10356/59765

Image Credit
Featured image Future City by Flickr user Sam Howzit. CC BY 2.0.

The ride etiquette

mtan050

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

mtan050

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

My kind of town

mtan050

Authors
Basil Edward Teo Zhen Jie, Cara Chiang En Huan, Sulaiman Daud, & Wong Kar Weng

Supervisors
Asst Prof Liew Kai Khiun & Asst Prof Fernando Paragas

Year
2014

Abstract
My Kind of Town explores the different perspectives on the career of Mr Chiam See Tong through a series of interviews with the former Member of Parliament (MP), close aides, academics, politicians, and the residents of Potong Pasir whom he had served for 27 years. This multimedia feature is divided into three broad sections. The first part looks at the various communities within Potong Pasir and the bond that Chiam forged with his former constituents. The second is a feature story on Chiam today, and how the political veteran is adjusting to a life after Parliament. The third part traces the milestones of Chiam’s career, and assesses his performance as Singapore’s longest-serving opposition MP.

Click link to view
http://hdl.handle.net/10356/59847

Additional link
https://mykindoftown.sg/

I and 他 (I and him)

mtan050

Authors
Karen Wong Xue Qi, Teh Kah Soon & Yu Minli

Supervisor
Mr Kym Campbell

Year
2014

Abstract
This short film is a drama comedy chronicling the clashes between two people from two different cultures. Judy, a local tour guide, is forced to assist Robert, a rich Chinese tourist, in finding a special bak chor mee (minced meat noodles). Judy’s inability to speak proper Mandarin and Robert’s inability to understand English result in hilarious misunderstandings. On their hunt for the noodles – from a classy Western restaurant to a local hawker centre – they have to navigate different cultural practices and nuances. An unhappy incident with fellow Singaporeans makes Judy realize the stereotypes and prejudices she has against Robert.

Click link to view
http://hdl.handle.net/10356/59596

For the love of books! campaign

mtan050

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

Duyên Nợ / Destiny

mtan050

Authors
Charis Yang Shin Chih, Grace Chew Hui Min, Nikki Loke Sau Mui & Nurzahidah Binti Abdul Gaffar

Supervisor
Ms Nicole Lorraine Draper

Year
2014

Abstract
Destiny is documentary that revolves around three young Vietnamese women who hope to marry Singaporean men. Shot in Dong Thap and Can Tho provinces of Southern Vietnam, as well as Ho Chi Minh City, the film demonstrates the idealised vision these women harbour of starting life anew in Singapore. Each woman reveals her inner hopes, fears and aspirations, and how marrying a Singaporean husband can help improve her own and their families’ standards of living. Despite having to leave their families and give up on their education, these women are willing to make these sacrifices to improve their family’s financial circumstances.

Click link to view
http://hdl.handle.net/10356/58917

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

mtan050

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

mtan050

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/

Improving pre-roll advertisements through the use of congruence

mtan050

Authors
Debbie Lee Meiyi, Lai Mun Seng Aloysius, Ling Zhi Lei Debby & Yeo Xinzi

Supervisor
Assoc Prof Jung Younbo

Year
2014

Abstract
Over the last decade, the field of advertising has expanded rapidly to include new formats such as online videos. The purpose of this current study was to investigate the effects of ad congruence on attitudes towards the ad and the brand in the new context of pre-roll advertisements. A total of 80 participants took part in a laboratory experiment where three pre-roll advertisements were paired with short videos. The results (n = 80) showed significant main effects of ad-context congruence on perceived irritation and attitude towards the ad. The results also showed significant main effects of ad-profile congruence on perceived manipulative intent and attitude towards the brand. In addition, the results indicated that perceived irritation was a significant mediator for the effect of ad-context congruence on attitudes towards the ad and the brand. Perceived manipulative intent was also found to be a significant mediator for the effect of ad-profile congruence on attitudes towards the ad and the brand. Theoretical implications with respect to different psychological mechanisms underlying ad-content and ad-profile congruence, as well as practical implications for advertisers to maximise the effectiveness of pre-roll advertisements are discussed.

Click link to view
http://hdl.handle.net/10356/59608

Corporate image: role of CSR as a communication motivator

mtan050

Authors
Ng Shu Min Chrystal, Ong Ying Kai, Shannon Rose Chau Wing Ching & Yeow Poh Sim Kristle

Supervisors
Assoc Prof Augustine Pang & Assoc Prof May O. Lwin

Year
2014

Abstract
The key objective of this study was to investigate how CSR (Corporate Social Responsibility) can be used as a driver in enhancing organisational corporate image from the corporate communication practitioners’ perspective. A content analysis of 150 corporate websites of local and foreign organisations in Singapore was first conducted to examine CSR communication of local and foreign organisations online. A second study involved in-depth interviews with 24 corporate communications practitioners in Singapore to examine the motivations behind their CSR engagement. Findings show that both local and foreign organisations identified identical primary CSR themes, as well as similar motivations for CSR engagement. It was also revealed that organisations in Singapore utilise CSR as a means to enhance corporate image via four ways: engaging in two-way conversations with stakeholders, adopting an inside-out communication approach with employees, recognising the relevance of other CSR communication channels, and communicating CSR with authenticity.

Click link to view
http://hdl.handle.net/10356/59579

Image Credit
Featured image Yishun Singapore by Flickr user 350 .org. CC BY 2.0.

AD.VO.CA.SE CAMPAIGN

mtan050

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

Shame

mtan050

Author
Chua Yini

Supervisor
Mr Seah Chang Un

Year
2014

Abstract
Shame is a script for a short film portraying two illicit relationships, both vastly different but with their parallels at the same time. It follows the unseemly encounter between an aunt and her orphaned nephew, and a scandalous affair between a student and her professor. Set in modern-day Singapore, Shame hopes to portray human emotions and events in a realistic manner which any audience would be able to identify with.

Click link to view
http://hdl.handle.net/10356/60021

Image Credit
Featured image Untitled by Flickr user visnu. CC BY 2.0.

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

mtan050

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

mtan050

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

… and family – a scriptwriting project

mtan050

Author
Liow Zhe Hao

Supervisor
Mr Seah Chang Un

Year
2014

Abstract
… and Family is a bilingual black comedy-drama, written in a short film format. The story revolves around the Cheong family which is briefly reunited when their eldest daughter, Sharon, returns to her maiden home after facing a double failure in both her marriage and business. Sharon attempts to seek emotional support from her mother, albeit with an ulterior motive, and her presence reignites the tense relations between Sharon with her younger brother Jordan. Over a series of altercations, the bad blood between the brother and sister boils over to reveal a shocking secret.

Click link to view
http://hdl.handle.net/10356/59845

Image Credit
Featured image Lorraine by Flickr user plaits. CC BY 2.0.

 

Screensavers: for healthier digital kids

mtan050

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

Role of feedback and motivational climate in promoting exercise among children

mtan050

Authors
Ang Kian Boon Eugene, Ho Jia Yu Carrie, Lim Ping Hui & Low Weisheng Melvin

Supervisors
Assoc Prof May O. Lwin & Asst Prof Shirley Ho Soo Yee

Year
2014

Abstract
This study focuses on using communicative components in a digitally-mediated environment (through digitally assisted physical gaming, or exergaming) as an intervention method to promote leisure time physical activity and encourage exercise behaviour. While in the past, other research explored various factors that impact the effectiveness of a health intervention programme, this research taps on the self-determination theory and other behavioural theories to investigate communication components that are most salient in an intervention programme involving exergaming – feedback type and motivational climate.

Click link to view
http://hdl.handle.net/10356/59840

Project tooth keeper: a children’s oral health campaign

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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

Parents in the classroom: schools must now cope with mums & dads who make their presence felt

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Authors
Celine Chen Xueli, Lai Yee San Tami & Liao Xiangjun

Supervisor
Ms Hedwig Alfred

Year
2014

Abstract
Parents are now more curious about school matters, and schools have had to adapt to the needs and wants of this generation of parents. This means educators spend more time engaging and reaching out to parents on top of an already-heavy workload. This journalism feature looks beyond the common labels attached to parents’ behaviour, such as “competitive”, “kiasu” and “kancheong”, to examine what exactly about the education landscape of today is driving their actions, and how it is manifesting in schools.

Click link to view
http://hdl.handle.net/10356/59910

Image Credit
Featured image GYPS P1 classroom by Flickr user Cassandra Turner. CC BY 2.0.

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

mtan050

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

mtan050

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

Children’s food advertising in Singapore: executional tactics, child consumption habits and parental mediation

mtan050

Authors
Ang Ke Qin, Alicia Young Wei Ling, Heng Yiwei & Toh Shi Ting

Supervisors
Assoc Prof May O. Lwin & Asst Prof Shin Wonsun

Year
2014

Abstract
The project consists of two studies aimed at examining F&B advertising targeted at children and the effectiveness of parental mediation on children’s dietary habits in Singapore. Study One presents a content analysis of F&B advertisements targeted at children on five Singapore channels over a period of two weeks. In Study Two, a survey on 843 children aged 9 to 12 was carried out to examine the effects of parental mediation and media exposure on children’s attitudes and intention towards healthy food, as well as consumption of healthy and unhealthy food. Implications for advertising regulations and social marketing are discussed.

Click link to view
http://hdl.handle.net/10356/59844

Image Credit
Featured image 1941 Food Ad, Quaker Puffed Wheat & Puffed Rice “Sparkies,” with “Vitamin Rain” by Flickr user Classic Film. CC BY 2.0.

Beyond school hours: student care in Singapore

mtan050

Authors
Chia Shu Fen Isabel, Sara Yap Soon Yen & Yang Yujian Calvin

Supervisor
Asst Prof Debbie Goh Pei Chin

Year
2014

Abstract
Beyond School Hours is a feature that uncovers the importance of student care in Singapore education. The demand for school-based and community-based student care centres (SCCs) providing care and supervision to school-going children has increased over the last few years. With a demand for more student care services, the feature exposes the business of SCCs as parents and operators fight for a share of the pie, exploring issues like the rise of school-based SCCs and the keen competition in the heartlands. It also sheds light on how student care has evolved in the market through minimal governmental involvement and the diversity of needs it addresses.

Click link to view
http://hdl.handle.net/10356/59849

旁观者 (The observer)

mtan050

Authors
Pek Xue Ning Alisia & Xu Maner

Supervisor
Assoc Prof Stephen Teo Kian Teck

Year
2014

Abstract
The script consists of three segments, each with a different main character interacting with the overarching protagonist – The Observer. The first part, set in year 2007, is about an established photographer who feels lonely living all by himself and is insecure about his existence. The second story, set in year 1960, is about an acclaimed Nobel Prize winner who spends all his life writing on philosophy but feels he has never actually lived out his own life properly. The third part of the script, set in year 2014, is about a young model disfigured in a horrible car accident. As the story unfolds, the audience sees a connection between all the three segments. It is left to the audience’s interpretation to determine who The Observer really is at the end.

Click link to view
http://hdl.handle.net/10356/59792

Image Credit
Featured image Rooftop by Flickr user Chris Chrissss. CC BY 2.0.

Violet

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Authors
Priscy Dora Subasanran, Shahilia Munnawar Bhagat & Vanessa Lim Singh

Supervisor
Ms Lau Joon-Nie

Year
2014

Abstract
Violet tells the story of a young girl left without a family, suitor or fortune, leaving her with no choice but to look inwards to discover the courage to steer her towards a new phase of life. Set in a time very different from the Singapore we see today, the creators want the film to be a nostalgic, reminiscent piece for the older viewers but an educational, insightful journey for the younger generation. It shows a glimpse of Singapore in the 1970s, with a focus on the vibrant cabaret scene before it was “cleaned up” and discarded by the government.

Click link to view
http://hdl.handle.net/10356/59846

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

mtan050

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

Suicide kakis

mtan050

Authors
Kan Mun Hoe, Ng Li Ying Louise, Nur Syuhrah Binte Samad & Shermin Toh Xin Li

Supervisor
Mr Kym Campbell

Year
2014

Abstract
This is a drama with elements of dark humour which revolves around an individual who seeks the help of his “kaki” (colloquial Malay word for “friend”) in his pursuit of death. Freddie Heng wants to die but since only 0.03% of those who commit suicide succeed, he embarks on an Internet search for a suicide “kaki” to increase his odds. As he and Nadia, a bubbly enthusiast of gore and death, undertake a series of hilariously unsuccessful suicide attempts, their painful experiences with suicide and death comes to light, and each is haunted by a dark past that seems to overshadow their future.

Click link to view
http://hdl.handle.net/10356/59851

The next stop campaign

mtan050

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

mtan050

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

Ben

mtan050

Authors
Ong Ju Tsiang Jonathan, Ng Wei Jie & Tiong Ching Ning Sabrina

Supervisor
Mr Kym Campbell

Year
2014

Abstract
This is a short comedy film of an unexpected journey of self-discovery. Ben is the intelligent and awkward captain of the robotics team who is madly in love with Danielle, the prettiest girl in school. After an initial attempt to romance her resulted in disaster, he formulates a plan with his rogue friend, Budi, to win her heart. Here begins his quest for transformation as the duo work together to re-brand Ben on social media as one of the cool kids in school, tailored to Danielle’s tastes. Complications arise and Ben is unable to keep up with the façade, forcing him to come to terms with himself as he learns to embrace his own identity.

Click link to view
http://hdl.handle.net/10356/59783

(Im)perfect

mtan050

Authors
Liu Jiahui Cindrey, Leong Pei Shan Dorothy, Lim Jia Ying Felicia & Liew Kern Yoong Gwyneth

Supervisor
Ms Nicole Lorraine Draper

Year
2014

Abstract
(Im)perfect is a documentary short that draws attention to Singaporean youths’ concept of beauty, the transient and unreliable nature of beauty trends, and the danger of succumbing to media influence and social pressure. The film advocates the need to embrace one’s own individuality, a quality that is more valuable than blindly pursuing societal standards of beauty.

Click link to view
http://hdl.handle.net/10356/60017