Knights

Authors
Chua Ying Yu, Lim Hoon Suan, Tan Shi Hwee & Tham Yoon Xin Alyssa

Supervisor
Ms Nikki Draper

Year
2015

Abstract
Knights documents the ordinary. These are the things we often overlook; the things we take for granted. The film centres on T-Knights, a newly-formed, youth tchoukball team as they find their place in the local tchoukball arena and in society. In spite of misadventures, unwilling obligations and discouragement from those around them for the three featured characters and the team, they learn to move on, and find enjoyment in the little things.

Click link to view
http://hdl.handle.net/10356/63183

Lahore landing

Authors
Taahira Binte Mohamed Ayoob, Ho Mincong Jeremy, Seow Jie Min Jemimah & He Zhenliang Andre

Supervisor
Ms Nikki Draper

Year
2015

Abstract
In Lahore, the cultural heart of Pakistan, a new generation struggles to redefine the narrative for their country. Lahore Landing is an interactive documentary that looks beyond the headlines to explore the lives of Pakistanis. Through a perspective of an outsider who visits Lahore and its people, Lahore Landing charts the journey of Pakistanis who are working towards enacting change in their country. In light of the recent Peshawar attacks and many before it, Lahore Landing examines what keeps people moving towards creating a better future for their nation.

Click link to view
http://hdl.handle.net/10356/63377

Away from ayah

Authors
Li Zhuoda, Ng Sian Pei, Tan Mei Ya Amelia & Tan Si Hui

Supervisor
Ms Nikki Draper

Year
2015

Abstract
Away from Ayah is an intimate look into the life of Ipin (not his real name), a 12-year-old boy coping with his father in prison. This film explores the emotional impact on a child through Ipin’s perspective as he narrates his thoughts and feelings. Considering how important it is to have a parent throughout a child’s formative years, he may grow up differently from his peers.

Click link to view
http://hdl.handle.net/10356/63376

My name is Sherpa & I am not a climber

Authors
Kok Yufeng, Mohammad Hariz Bin Baharudin, Reshma Ailmchandani & Tan Pei Lin

Supervisor
Ms Nikki Draper

Year
2015

Abstract
Ever since Tenzing Norgay Sherpa and Sir Edmund Hillary famously became the first people to summit Mount Everest in 1953, the word Sherpa has become a byword for a porter, mountain guide or climber. But Sherpa is not just a job title, it is the name of an ethnic group of people who originate from Tibet, and now mostly live in the mountainous regions of Nepal. Not all Sherpas are climbers. With better education and more opportunities, they no longer have to risk their lives up in the world’s tallest peaks to support themselves and their families. My Name Is Sherpa & I Am Not a Climber is an interactive documentary that features eight stories of Sherpas who have moved away from their homes and are forging their own paths in Nepal’s capital city, Kathmandu.

Click link to view
http://hdl.handle.net/10356/63378

Additional links
http://www.iamnotaclimber.com/

Death is ___

Authors
Liu Kai Ying, Sarah Thiam Jia Hui, Peh Yuxin & Yvette Kan Yi Suan

Supervisor
Ms Nikki Draper

Year
2015

Abstract
Death is ___ (deathis.sg) is an interactive documentary about people
whose lives revolve around death. These people range from undertakers to
terminally ill patients and through stories of how they deal with end-of-life
issues, we present to viewers various perspectives of death. Death is a natural part of life but in the Asian culture, many find it inauspicious and even rude to talk about it. According to a 2014 Lien Foundation survey, nearly three-quarters of survey respondents believe it is important to have conversations about death or dying, but only half of Singaporeans have talked about death or dying with their loved ones. There are many things people need to talk about when it comes to death. Other than practical decisions such as wills and funerals, there are also emotional matters to be settled before leaving this world for good; for example, things people want to achieve before dying. Therefore, through our project, we want to acknowledge and present these different aspects of death.

Click link to view
http://hdl.handle.net/10356/63610

Additional links
http://deathis.sg/
https://www.facebook.com/deathissg
https://www.instagram.com/deathis_/

Sugar smackdown: a project to reduce sugar intake among primary school children

Authors
Daphne Tan Su Yin, Farah Diyanah Binte Abdul Fattar, Yeong Kar Yan & Yong Mun Weng

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

Year
2015

Abstract
This applied research project aims to investigate the sugar consumption patterns of children and influencers of intention to reduce sugar intake. In Study One, a pen-and-paper survey was conducted on 432 primary school children, aged 9 to 12, to investigate the predictors of intention to reduce sugar intake based on the Integrated Behavioural Model. Findings indicate that self-efficacy and perceived control are the greatest predictors of intention to reduce sugar, while knowledge is also negatively associated with sugar intake. Study Two involved the design of an intervention workshop, where 411 primary school children in the same age group took part in an applied experiment where the children in intervention group were exposed to a three-hour health intervention programme. The results showed that the programme was effective in influencing four target dependent variables, self-efficacy, perceived control, intention, knowledge. We also found that male characters in the message materials were preferred over female characters, especially for younger subjects.

Click link to view
http://hdl.handle.net/10356/63357

Frame competition and climate change communication

Authors
Lim Wen Bin Nigel, Loh Yi Jin Clara, Neo Hui Yan Eileen & Ong Huilin Adeline

Supervisors
Assoc Prof Benjamin Hill Detenber, Assoc Prof Shirley Ho Soo Yee

Year
2015

Abstract
This study examined complementary and competitive framing environments to distill the effects of frame direction (pro- and/or anti- positions), frame emphases (economic and/or survival frames), and the two types of frame competition on support for and attitudes toward pro-environmental behaviours (PEB) and green energy technologies (GET). Results derived from a purposive sample of university students (N = 525) suggest that frames are more effective in shifting participants’ attitudes than support — evidence of the attitude-behaviour gap. In general, complementary frames produced classic framing effects, while competitive frames produced middle ground positions, which is consistent with current literature. Findings suggest the limited ability of communication frames in competitive environments to effectively engage and drive change beyond the attitudinal level.

Click link to view
http://hdl.handle.net/10356/62499

Image Credit
Featured image Dry riverbed by Flickr user Climate Change, Agriculture and Food Security. CC BY 2.0.

Issue framing and group compostion in a deliberative discussion

Authors
Jean Peiying Serene, Jessica Sng Cheun Yin, Zhang Jiawei & Lew Zi Jian

Supervisors
Assoc Prof Benjamin Hill Detenber, Asst Prof Nuri Kim

Year
2015

Abstract
In a deliberative democracy, stakeholders from diverse backgrounds come together and represent the various views within a society. Contact theory posits that interaction with outgroups reduces prejudice and improves relations. In attempting to bring together both ideas in a study, a 2 (ethnically homogeneous/mixed group composition) x 2 (group interests/common interests issue frame) experiment on deliberative groups was conducted. 235 undergraduates from a Singaporean university of Chinese (N = 193) and Malay ethnicity took part in the study. Regression analyses showed that higher quality of prior contact with minorities and lower intergroup anxiety was related to more positive attitudes toward minorities. ANOVAs conducted showed that group composition had significant effects on the dependent variables (attitudes toward ethnic minorities and attitudes toward discussion) while the framing of the issue being discussed had no significant effect. In the end, we explain how contact theory is applied to deliberative discussions and how pre-existing attitudes can predict post-deliberation attitudes.

Link to DR-NTU
http://hdl.handle.net/10356/63167

Image Credit
Featured image Peace by Flickr user Bart. CC BY 2.0.

Too much too soon? Testing explicit self-disclosure on attitudes toward gay men

Authors
Amelia Chong Yu-Wen, Bart Hugo-Morgan, Sarah Marlena Binte Malik & Sharon Tan Wei Ping

Supervisor
Assoc Prof Benjamin Hill Detenber

Year
2015

Abstract
The research study tested the contact hypothesis (Allport, 1954) by analysing how contact with gay strangers over computer-mediated communication (CMC) affects attitudes toward gay men (ATG). Specifically, the effect of online contact type was manipulated through i) direct self-disclosure of homosexual orientations, and ii) indirect self-disclosure of homosexual orientations. The influence of culturally-linked individual differences on ATG was measured via social harmony values. 227 students from Nanyang Technological University (NTU), Singapore participated in a cooperative contact experiment online and completed pretest and posttest measures. No significant main effects were found for type of self-disclosure or social harmony values on attitudes toward gay men, attitudes toward self-disclosure and relational intimacy. Interaction effects were also found to be nonsignificant. Follow-up focus group sessions were conducted to understand their online interaction experience. Possible explanations to our null findings and future directions for research are also discussed.

Click link to view
http://hdl.handle.net/10356/63398

Image Credit
Featured image 18° Parada do Orgulho LGBT | São Paulo 04/05/2014 by Flickr user Ninja Midia. CC BY 2.0.

Flow and mobile gaming: the effects of in-game purchases and screen size

Authors
Matthew Hui Chi Kin & Yeo Han Zhong

Supervisor
Assoc Prof Benjamin Hill Detenber

Year
2015

Abstract
This study seeks to investigate the effects of in-app game purchases, device screen size, and particular personality traits on the flow experience during mobile game play. It also aims to assess the impact of flow on the potential success of a game in terms of enhancing attitudinal loyalty among players. Results from our experiments show that in-game purchases and a larger screen size have no significant effects on flow. However, particular personality traits did have a significant influence on flow. In-game purchases were found to evoke a greater experience of flow for participants reflecting a higher need to compete and a higher need for activity. Notably, flow was found to have a positive relationship with the degree of attitudinal loyalty toward the game. Details of the variables and implications of the results are discussed further in the report.

Click link to view
http://hdl.handle.net/10356/63359

The disappearing hills

Author
Yeo Kaiwen

Supervisors
Mr Lim Wui Liang & Ms Hedwig Alfred

Year
2015

Abstract
This is an interactive photojournalism website that investigates the aftermath of the 2013 Bertam Valley Floods in Cameron Highlands, Pahang, Malaysia. The Cameron Highlands have in recent years, been under development pressure— particularly from the agricultural sector. While such development has created a secure and comfortable lifestyle for many farmers, it has also resulted in large swathes of forests being destroyed illegally. As a result, mud floods and landslides have become an annual affair, claiming property and lives while contaminating rivers with human waste, plastics, and dangerous levels of pesticides. The website contains stories built from the Cameron Highland community, including experts, politicians, journalists, Non-Governmental Organisations, farmers, flood victims, and illegal workers. Many of these stories have not been brought to the public’s attention in a comprehensive manner. Through bringing them to light, we will better understand how unsustainable farming present social and environmental threats to ecosystems and food chains. The Disappearing Hills gives these issues a human face.

Click link to view
http://hdl.handle.net/10356/63380

Additional links
http://disappearinghills.com/
https://www.facebook.com/thedisappearinghills/
https://www.instagram.com/thedisappearinghills/

Mobile health apps and well-being of elderly Singaporeans 老有所医:移动健康应用与乐活

Authors
Xu Morong, Chen Xushuang & Zheng Chunying

Supervisor
Asst Prof Lin Tsui-Chuan, Trisha

Year
2015

Abstract
This is a Chinese language online feature focused on the issue of mobile health (mHealth) applications and how they relate to the well-being and needs of older adults in Singapore. The website features the definitions of mHealth by various parties, the main types of mobile health applications that are most commonly available to the public, factors affecting usage, responses from elderly who have tried the applications, views and expectations from doctors and application developers, and responses from people belonging to a younger generation who may be tasked with caring for elderly family members in future.

Click link to view
http://hdl.handle.net/10356/62717

Additional links
http://mhealthandelderly.weebly.com/

Survivors: stories of those left behind by suicide

Authors
Tan Tam Mei, Tham Wai Ying Thrina & Toh Ee Ming

Supervisor
Mr Wong Kim Hoh

Year
2015

Abstract
This feature chronicles the stories of people left behind by suicide – a son trying to hold his family together, a grief-stricken mother who is looking
to adopt, a husband who copes by baking, and a friend who is trying to make
amends. Every story is different, but a common thread binds them, reminding
us that no matter how difficult or painful the circumstances, the human spirit
can prevail. Suicide remains a taboo in Singapore, and through our book, we hope to create more awareness about this vulnerable group, as well as raise more conversations about suicide prevention and postvention. For survivors still suffering in silence, know that you are not alone in this journey. Perhaps this book will offer some comfort and more importantly, give you the strength and hope to keep pushing on.

Click link to view
http://hdl.handle.net/10356/62496

The long way home

Authors
Amanda See, Lim Wei Shun Benjamin, Muhammad Kamarredzwan bin Kamarudin & Seow Bei Yi

Supervisor
Mr Wong Kim Hoh

Year
2015

Abstract
“Help unlock the second prison.” This slogan, a hallmark of the Yellow Ribbon Project, is a silent companion of the ex-offender, presenting itself at various stages of reintegration. It watches from the walls of transitional shelters, from the offices of volunteer welfare organisations and is a source of purpose for counsellors and social workers. It advertises at bus stops and on television screens, urging the public to keep an open mind and reminding ex-offenders of the difficult journey that lies ahead. It is a mark of the progress made and challenges that remain.

Click link to view
http://hdl.handle.net/10356/63188

Mining for more: the ripple effects of Indonesia’s mineral ore export ban

Authors
Brian Leonal, Stefanus Ian & Tan Li Jun Sheena

Supervisor
Mr Wong Kim Hoh

Year
2015

Abstract
Mining for More is a business journalism project that examines the ripples of Indonesia’s mineral export ban after its implementation in 2014. Stefanus and Sheena visited the remote idle bauxite mines in West Kalimantan while Brian braved the gridlocked concrete jungle of Jakarta as the three of them spent two weeks interviewing and taking photographs. Being a major exporter of bauxite and copper, Indonesia’s decision to ban the export of raw minerals impacted the global commodities market heavily. The project examines the struggles of the people on the ground and the effects of the ban on various industries that are interlinked with the mines. Various lucrative investment opportunities in multiple industries are also being created as a result of the ban in Indonesia, which is also Southeast Asia’s largest economy. Many companies and analysts are scrutinising the government’s next move as they await the direction the country will choose under Mr Joko Widodo’s leadership.

Click link to view
http://hdl.handle.net/10356/63360

Crossing the line: harassed on the web

Authors
Yee Shu Yan Wendy & Thor Xing Ying Venessa

Supervisor
Mr Wong Kim Hoh

Year
2015

Abstract
Cyber bullying is known as online harassment, and vice versa – though the latter is commonly viewed as more offensive and severe. We would like to correct that misconception. In light of the Protection from Harassment Act that was enacted in November 2014, we revisit this social issue and bring it to centre stage. In this package, cyber wellness experts, lawyers, social workers, counsellors and psychologists weigh in on the problem. And most admirably, victims of online harassment rehash their experiences to bring the issue to light. With Singaporeans being more brazenfaced and bolder online – we clinched second place for cyber bullying cases in a 2012 Microsoft study – we want to ask, why?. Looking through the lens of our profile interviewees, it is evident that the scars left by online harassment are indelible, though invisible to most. These are the stories of a few brave ones, out of the many others who suffer in silence.

Click link to view
http://hdl.handle.net/10356/63185

Image Credit
Featured image Praha VIII by Flickr user Reena Mahtani. CC BY 2.0.

The art of investment

Authors
Poh Mei Yan Renee, See Min-Er Hilary & Tay Jasmine

Supervisor
Mr Wong Kim Hoh

Year
2015

Abstract
The art market has boomed in recent years, with gallery clusters mushrooming across Singapore and an increasing number of art fairs, from just one in 2000 to eight in 2014, affirming the growing interest in art amongst Singaporeans.

Art-related businesses such as framing and art insurance have also seen an increase in business due to the increase in art activity here. Singapore is fast on track to becoming Southeast Asia’s arts hub, a notion the government had planned 26 years ago. This feature package attempts to show a clearer picture of how different stakeholders in the art market are doing, what to expect when you visit potential places to buy art and also the inevitable dangers that have arose from this trend. The side stories present a refreshing insight into the art business from non-conventional art industry players.

Click link to view
http://hdl.handle.net/10356/63181

Image Credit
Featured image The Emperor’s New Jewels by Flickr user Andreas Fusser. CC BY 2.0.

The last of their kind

Author
Jacqueline Ambrose

Supervisor
Mr Wong Kim Hoh

Year
2015

Abstract
This is an illustrated feature project that documents the lives of five old-world traders in modern Singapore. These are people who continue to make things with their hands. We have a dumpling skin maker, a sugar sculpture maker, a traditional muah chee maker, a knife and scissors sharpener, and a rattan weaver. We discover where they are now, and give attention to the path they’ve journeyed.

Click link to view
http://hdl.handle.net/10356/63482

Singapore’s big gamble: the integrated resorts five years on

Authors
Andrew Toh Yong Ren & Raphael Lim Yeok Kiang

Supervisor
Mr Wong Kim Hoh

Year
2015

Abstract
No other subject has so inflamed the passions of Singaporeans as the integrated resorts (IR). First proposed in 2004 by then Minister for Trade and Industry George Yeo, the subject immediately drew a maelstrom of views from the public. Five years on, it seems the worst fears have been misplaced. Opening their doors to the public just as the global economy was gathering pace after the 2008 financial crisis, the resorts helped Singapore’s economy roar back from where it had languished, far ahead of the recovery in neighbouring countries in the region. But along with the blistering financial and economic results came more sobering news. Numerous support groups have reported seeing a rise in the number of people seeking treatment for gambling addiction. As the country grapples with the repercussions of the resorts, both good and bad, questions have been raised about whether the integrated resorts have delivered as much as the government has promised. Those questions are still being asked today.

Click link to view
http://hdl.handle.net/10356/63173

Image Credit
Featured image Come Away With Me by Flickr user Thomas Hawk. CC BY 2.0.

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

Quick fix

Authors
Poh Ying Xin, Ng Xi Tong, Xu Huizhuang & Tan Yok Roo Damian

Supervisor
Mr Kym Campbell

Year
2015

Abstract
Katie is a social worker who struggles with the demands of her job and life. This causes her to develop a drug addition, stealing the drugs from the hospice where she works. She is discovered by, Jake, an air-con repair man, who is one of her social aid cases. However, Jake keeps her secret and the two then form a close relationship. Things get complicated when Jake’s medical condition worsens, and Katie is then faced with the dilemma of providing him with medication without prescription as well as re-evaluating her own drug addiction.

Click link to view
http://hdl.handle.net/10356/63363

Ordering love

Author
Pham Thi Hong Hanh

Supervisor
Mr Seah Chang Un

Year
2015

Abstract
Ordering Love deals with the controversial issue of Vietnamese mail-order bride through a Singapore’s context. The screenplay seeks to explore the psychology of the different parties involved in the process of getting a Vietnamese mail-order bride and asking the question, ‘Is a mail-order marriage acceptable?’ The story goes down two opposite journeys. The first journey is that of a mother who goes through the stages of opposition, prevention, and understanding through to acceptance. The second journey is that of a potential groom who is facing various challenges and confrontation with his decision.

Click link to view
http://hdl.handle.net/10356/63480

Image Credit
Featured image Finger Love by Flickr user Samuel Ramkalawan. CC BY 2.0.

Meet the towkay

Author
Er Qi Jian

Supervisor
Mr Seah Chang Un

Year
2015

Abstract
Richard Tan maybe the son of a rich typhoon but he is determined to live his own life. He secretly goes for a job interview at a fitness chain and ends up getting a job there. However, things start to go array when his father earmarks him as the next CEO of the company, and his parents decide to take a yearlong vacation, leaving him in charge of the household. Richard now has to look after his spoilt socialite sister, help his goofball best friend and the fitness chain made a huge mistake with his job designation.

Click link to view
http://hdl.handle.net/10356/63366

Image Credit
Featured image Wine glass pendulum by Flickr user Søren Gammelmark. CC BY 2.0.

Driving home

Author
Ulfahzatul Tysha Binti Sher Zaman

Supervisor
Mr Seah Chang Un

Year
2015

Abstract
Salleh is a simple man who feels challenged by the complications in his life. He is a father to a son he now no longer understands. In order to escape the complications in his life, he buries himself in his work, as a taxi driver. However, driving a taxi is not as simple as it seems. Travelling to various places and meeting different walks of people, a seemingly regular day, ends up changing his perspective of the world. Armed with new ways of thinking, he drives home to his son with a new truth.

Click link to view
http://hdl.handle.net/10356/63189

Image Credit
Featured image Getting you to your destination on time by Flickr user KwokCH. CC BY 2.0.

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/