You Do You : a look at appearance culture and identity in Singapore

Authors
Annabel Tan Poh Gek, Chai Sze Ying Amanda

Supervisor
Asst Prof Andrew Duffy

Year
2017

Abstract

On the surface, tattoos, bodybuilding and plastic surgery have nothing in common. But peel back the layers and you’ll find a common motivation – not just to look better, but to be individual. Today, whether it’s on the streets or on social media, young people with inked skin, muscular bodies or enhanced facial features have become a common sight here. All three involve extreme measures with lasting effects that play a part in carving, literally, a permanent identity; and all are slightly controversial. There has always been stigma surrounding these scenes, yet more youths are marking themselves as part of the communities anyway. Call it a hunch, but something is brewing. Through the exploration of the local tattoo, bodybuilding and plastic surgery scenes, You Do You is an online illustrated feature on appearance culture and identity in Singapore.

Click link to view
http://hdl.handle.net/10356/69863

One track mind

Authors
Mark Benedict Cheong Tuck Fai, Matthews Holly, Ruth Smalley, Yap Chun Shu

Supervisor
Nikki Draper

Year
2017

Abstract

One Track Mind centers around the story of model railway enthusiast Thomas Bhat, and the friends he has made along the way. These men (henceforth referred to as Train Buddies) come from all walks of life – a retired banker, a retired handyman, an advertiser, an engineer, and an IT consultant – but they share a deep passion for their locomotives. In 13:17 minutes, One Track Mind explores how these miniature models captivate the men, and the lengths people will to for the things they love – even if no one else understands.

Click link to view
http://hdl.handle.net/10356/69847

How to Melt Away Completely

Authors
Chong Kai Yan, Liew Yu Wei, Tang Zheng Yu

Supervisor
Mr Daniel Heng

Year
2017

Abstract

The title of the film, How to Melt Away Completely, poses both as a rhetorical question and an intimation of the story. It gives a nod towards the paradox that complete absolution can only be sought after in vain, but one has to try nonetheless. The title also sets up the motif of water that will recur throughout our character’s journey in finding closure – from the ice cubes that provide physical relief to the water that overflows from the clogged toilet. The film opens in the dead of the night with Caba, our protagonist, tossing and turning in bed, trying in vain to fall asleep. His unrest leads up to a series of events which encapsulates the themes of the story.

Click link to view
http://hdl.handle.net/10356/69878

Random

Authors
Bryan Koh Theng Hui, Melody Chan, Tang Weixin

Supervisor
Mr Daniel Heng

Year
2017

Abstract

Random is a 20-minute narrative short film produced by Random Pictures. Based on the 2014 Taipei Metro attack, which resulted in the death of four people, and injuring 22 others. The film follows the execution of the first MRT random killer in Singapore, who left the nation with a mysterious last word “bao”. Jia Hao, the son of one of the victims, begins his journey to search for an answer. In Jia Hao’s journey, he will encounter three different groups of people related to Jun Jie. Through employing different strategies to approach and gather information about Jun Jie from these people, Jia Hao becomes increasingly ruthless in order to find the answers he is looking for. Jia Hao comes to a realization of his hurtful actions and makes a decision to pursuit the truth at the end.

Click link to view
http://hdl.handle.net/10356/69890

Husband, Father, Lover

Author
Li Yi Ting

Supervisor
Mr Seah Chang Un

Year
2017

Abstract

Adrian is a middle-aged family man trapped in a stale marriage with Sophia. Despite this, Adrian shines as a father to four-year-old Baker who was born with a cleft lip, to the extent that Sophia becomes excluded from their close bond, and exists as a bystander in the family. Things start to change after Adrian gets dragged to a night lounge by his philandering friends, where he is captivated by the beautiful Marion.

Click link to view
http://hdl.handle.net/10356/69859

Expectation of quantity-based message unavailability and message involvement on message effects

Authors
Foo Zi Min, Ng Yan Xiang, Teh Zi Tao, Yeo Wenbin

Supervisor
Asst Prof Sonny Ben Rosenthal

Year
2017

Abstract

Scarcity and its effects on consumers has proven to be a subject of fascination for researchers in the field of consumer studies. However, extant literature remains silent on how certain forms of scarcity affect specific message effects and outcomes such as persuasion. This is especially true when it comes to quantity-based message unavailability, where messages can only be accessed a limited number of times. The rise of social media platforms promoting limited access messages is a timely call for research in this dimension to allow marketers and advertisers to formulate effective message strategies. Adopting the commodity theory and the heuristic-systematic model of persuasion, this study examines quantity-based message unavailability and its influence on message effects such as persuasion, as well as the information processing routes prioritized. In addition, we propose message involvement as a moderating factor for the above mentioned relationships. In our experiment, subjects were exposed to a message with varying expectations of quantity-based message unavailability. After the message was shown, a survey was administered to determine message effects such as message credibility, thought favorability, message recall, and persuasion. The study found no significant relationship between quantity-based message unavailability and message effects. The study also found no significant relationship between quantity-based message unavailability and the prioritization of systematic processing. Finally, the study found no significant moderating effects of message involvement.

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http://hdl.handle.net/10356/69881

The effects of happy and sad emojis on liking of message sender in the context of positive and negative messages

Authors
Lee Si Hui Ng Lay, Ling (Huang Lilin), Ngaw Lydia, Peh Jin Chang

Supervisor
Asst Prof Sonny Ben Rosenthal

Year
2017

Abstract

The present study investigates the interaction between emojis and verbal messages in affecting liking of a message sender in computer-mediated communication (CMC). Through a pilot study and main study, we developed an emotion-based taxonomy of 68 emojis and then examined the effects of emoji and verbal message valence on liking of the message sender. A 2 (Positive/Negative Verbal Message) × 3 (Happy/Sad/Absent Emoji) pretest-posttest experiment was conducted among university students (N = 320) in Singapore, where participants rated a hypothetical message sender based on a simulated WhatsApp message. Overall, we find that aligned with prior research on emoticons, message senders who use emojis are more liked. In accordance with the verbal-nonverbal consistency principle, we also find a greater liking for message senders who have consistent emotional cues in their messages. In addition, interpretations of messages with inconsistent cues are discussed and possible avenues for future research are proposed.

Click link to view
http://hdl.handle.net/10356/69893

Promoting mobile payment adoption : emphases of security and convenience via gain and loss frames

Authors
Chen Ruobing, Chia Pei Shin, Febriliani, Theresia Marten

Supervisor
Asst Prof Sonny Ben Rosenthal

Year
2017

Abstract

This study seeks to understand the specific message content and frames that best promote adoption of really new innovations in financial technology such as mobile payment. It examines how emphasizing security and convenience values of mobile payment in advertising messages influences adoption intention. This study also investigates how the perception of convenience-security trade-off may lead to variations in advertising effectiveness. Furthermore, this study examines how the presentation of gain-framed and loss-framed advertising messages to audiences in different stages of change may influence the advertising outcome. A 3 (no emphasis vs loss-framed convenience emphasis vs gainframed convenience emphasis) × 3 (no emphasis vs loss-framed security emphasis vs gainframed security emphasis) between-subject factorial design was devised to analyse the variables in this study. Participants (N = 340) were assigned to each of the nine treatment groups. Despite not finding any significant influence of message emphases and frames on perceived security, perceived convenience, relative advantage, and adoption intention, this study found that there was a one-sided trade-off effect between convenience and security emphasis in advertisement message.

Click link to view
http://hdl.handle.net/10356/69841

Why do people laugh at sexist humor? An investigation of the factors influencing perception of sexist humor

Authors
A Preethi Devi, Siew Sok Lin Agatha, Lim Xin Yi Joni, Quek Ming Jie

Supervisor
Asst Prof Sonny Ben Rosenthal

Year
2017

Abstract

This study explores the contradiction between individually-held beliefs and reactions to sexist humor. The foundational basis of the study includes the benign violation theory, which posits that a joke is considered humorous when there is a violation of expectations that the receiver interprets as being benign, and the normative window theory of prejudice, which posits that social groups are placed on a scale based on how justified it is for individuals to discriminate and be prejudiced against them. This study investigates the effect of the following variables posited to influence perceived benignity: social context, hypothetical distance, feminism, and gender. An experiment was conducted in an online setting using memes as a medium for humor. The research findings support the hypothesis that the lower the level of feminism within individuals, the funnier individuals will rate the sexist humor, and that when the victim of the sexist humor is a female, males perceived the sexist humor to be funnier as opposed to females. Contrary to predictions, it was also observed that individuals found sexist humor to be funnier when shown in a formal social context rather than an informal social context as well as when under the condition of low hypothetical distance rather than high hypothetical distance. With these findings, we discuss and form an understanding as to why individuals might laugh at sexist humor, while identifying as non-sexists.

Click link to view
http://hdl.handle.net/10356/69848

Journey of recovery

Authors
Lim Lishan, Ngo Chu Ting

Supervisor
Mr Lim Wui-Liang

Year
2017

Abstract

Journey of Recovery is an interactive photojournalism project that illustrates the recovery of four individuals from drug addiction in Singapore. Addiction is pervasive and exists in many forms, with drug addiction deemed to be one of the most socially unacceptable. Recovery from drug addiction is often an uphill battle, with subjects struggling with a myriad of effects from the physical, emotional, psychological to social. Recovering addicts such as our subjects have turned to creativity and self-expression as an outlet, setting new practices and faiths that have helped support their spiritual development in their life after drugs. Community support and understanding has been key in sustaining a non-judgemental environment that they can form new healthy habits and careers. In this project, we look beyond their past and focus on their current coping methods.

Click link to view
http://hdl.handle.net/10356/69877

Starting Up

Authors
Cao Thuy Dung, Khoo Jia Jia

Supervisor
Asst Prof Andrew Duffy

Year
2017

Abstract

Startup. One of the buzziest words today, and yet, there isn’t a consensus on what the word means. Members of the startup world can’t seem to agree on what a startup is. Some say it’s simply a young business venture, some insist that startups have to be a tech company, some say a startup is defined by company culture. Though its exact definition may be loose, its rising prominence in Singapore’s economy is undeniable. The heart of the startup story lies within the people involved in the ecosystem. Investors, entrepreneurs and people who work for them. All of them have their own unique perspective on the phenomenon. From inside the mind of a venture capitalist to the allure of startup culture, all that makes up the Singapore startup ecosystem boasts great success. But with success, comes problems too.

Click link to view
http://hdl.handle.net/10356/69870

Singapore’s ticking market : the watch industry’s thought leader

Authors
Emily Joosten Hui Ling, Manesha Pereira

Supervisor
Asst Prof Andrew Duffy

Year
2017

Abstract

When it comes to the world of watches, a tiny city state like Singapore holds its own against heavyweights from the West and the Middle East. But unlike those countries, Singapore doesn’t have the numbers. What it does have however is the potential to be a thought leader, governing over what stays and what goes in the international economy of timepieces. Singapore is a force to be reckoned with, a leader to whom the globe looks up to for current trends and fashion in watches. The collectors and enthusiasts that she houses are a tier above the rest. They are risk takers, proponents for the horological avant garde and shun normalcy. Here in Singapore new business models are disrupting the watch economy and changing the way the market works. She has earned her title as a thought leader producing some of the world’s best collectors, retailers and bloggers to whom the entire industry relies on.

Click link to view
http://hdl.handle.net/10356/69887

Deconstructing Davao

Authors
Justin Kor Zhong Xian, Tan Chin Hong (Chen Zhen Feng), Tan Chun Lin Nicholas

Supervisor
Asst Prof Andrew Duffy

Year
2017

Abstract

Filipinos regard Davao City as the place for the Philippines to emulate in terms of safety, amid President Rodrigo Duterte’s controversial efforts to improve peace and order across the country. Then-mayor Duterte won the popular vote for presidency on a pledge to crack down on crime and drugs, and to change the country into what the city is like today. This feature package focuses on Davao City, and how it transformed from the “Murder Capital” of the country in the 1980s to a safe haven within Mindanao, a region which has the reputation of being one of the most dangerous areas in Southeast Asia. It will also show how the city remains safe, till today.

Click link to view
http://hdl.handle.net/10356/69871

Sorry no space : a battle between the living and the dead

Authors
Goh Hua Zhen, Tan Ming Yaw, Tan Qiuru Jessica, Tan Xiu Qi

Supervisor
Asst Prof Andrew Duffy

Year
2017

Abstract

In land scarce Singapore, the living live close by, as do the dead. Both have needs, and in the zero sum game of space and other resources, the needs of both players must be balanced carefully. The living seem to always get the short end of the stick by having to pay for the expenses after the passing of a loved one, share their living space to accommodate the burial needs of the dead, or even having to “serve” the dead (i.e. professionals in the death industry, such as morticians). In some of these industries, there is also the conflict between the preservation of traditional practices and the gradual loss of meaning of these traditions to commercialisation. Yet, the idea behind the title “Sorry no space” also encompasses the fact that the living in Singapore are increasingly unwilling to demarcate their land space for the dead, and there is also an increasing commercialisation of rituals and traditions. There is quite literally, no space for the dead and also gradually, no space for superstition and its traditional significance.

Click link to view
http://hdl.handle.net/10356/69842

Livin’ on a prayer : carving spaces of faith in Singapore

Authors
H Sharanya Pillai, Lim Ying Hui Paige, Noor Asyraf Bin Kamil, Pang Xue Qiang

Supervisor
Asst Prof Andrew Duffy

Year
2017

Abstract

“Livin’ On A Prayer” is a feature writing package which aims to capture what it is like to be part of minority religious communities – whether it is a New Religious Movement (NRM), outlawed community or an informal prayer group of transient workers. The stories focus on what draws individuals to these communities, and why they stay on despite the challenges. These narratives are set against the backdrop of changing attitudes towards religion in the country, with more young Singaporeans viewing faith as a commodity to “shop” for, rather than in the traditional sense as a duty. Presented in magazine form, the package is targeted at Singaporean youths with the hope of motivating them to find out about less conventional pockets of faith, and to reflect on their own paths.

Click link to view
http://hdl.handle.net/10356/69849

Game On

Authors
Chia Xiu Qi Krystal, Serena Yeh Shi Ling, Wong Zioedy

Supervisor
Asst Prof Andrew Duffy

Year
2017

Abstract

Game On is a journalism feature about dream-chasers in the less-known but vibrant, mind-blowing and very real esports community in Singapore. Once considered a subculture, esports is evolving into a global industry expected to hit US$1.5 billion in 2020, according to research firm Newzoo. Over four months, we unearthed stories of dream-chasers, including new and veteran esports players, businesses and organisers of gaming conventions.

Click link to view
http://hdl.handle.net/10356/69875

Hiding in Plain Sight

Authors
Aqil Haziq Bin Mahmuh, Matthew Mohan, Tang Qianrou Louisa

Supervisor
Asst Prof Andrew Duffy

Year
2017

Abstract

Only certain animals are allowed to be kept as pets in Singapore, but increasingly, some Singaporeans are breaking the law by keeping banned wildlife as domestic companions. To that end, the Republic – one of the world’s top 10 wildlife smuggling hubs – has also become a final destination for many of these illegal exotic animals. Dealers, smugglers and pet owners exploit what some claim to be the local authorities’ lax efforts in curbing this trade. Hiding in Plain Sight seeks to present views from across the spectrum, while exploring different aspects of the illegal wildlife trade in Singapore.

Click link to view
http://hdl.handle.net/10356/69850

We Rep

Authors
Chan Sheng Hui, Nicholas Eng Jun Hao, Sim Siang Ying Victoria, Yasmeen Munira Binte Mohd Azman

Supervisor
Ms Nikki Draper

Year
2017

Abstract

We Rep follows the journey of two rappers, Pek Jin Shen also known as ShiGGa Shay (ShiGGa) and Kevin Lester, also known as THELIONCITYBOY (TLCB) whose music tells stories about living and growing up in Singapore. They found their Singaporean identity through their music, and are now celebrating it through the very same medium. ​We Rep discovers the meaning behind their songs, and how they deal with criticisms and setbacks from the local audience.

Click link to view
http://hdl.handle.net/10356/69794

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

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

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

Year
2017

Abstract

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

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

80:20

Authors
Ang Le Shan, Chua Si Hui, Seow Yunxin Christine, Wong Yu Shan

Supervisor
Ms Nikki Draper

Year
2017

Abstract

Our story revolves around Ally, a fresh graduate working as a junior accountant, who has an interest in photography. She has been in a long and stable relationship with her unambitious boyfriend, Daryl, who is still in university. Ally then meets Chase who becomes her photography mentor. He is charismatic and often offers her life tips. This leads Ally to starts questioning the status quo in her life including her long-term relationship with Daryl. Will she then settle for the stability that she already had or forgo all that for something, which she is unsure of?

Click link to view
http://hdl.handle.net/10356/69845

Business as Usual

Authors
Goh Chien Hui, Loke Zhishen William, Tan Ting Fang Natalie, Wong Lin Sherry

Supervisor
Ms Nikki Draper

Year
2017

Abstract

Business as Usual is a short documentary that follows three brothers who run a family carpentry business as a tribute to their late father, Roger. When Roger passed away in 2014, his three sons, Morgan, Lincoln and Ryan, left their own ambitions and took over his business. In the documentary, the brothers speak to Roger as he recounts good memories and regrets, reflecting on how the interactions with their father respectively shaped their individual decisions to take over the family business. Business as Usual explores the concept of filial piety, a virtue of caring for one’s parents out of true devotion and love.

Click link to view
http://hdl.handle.net/10356/69816

Cherish

Authors
Bibiana Loh, Kelly Phua Yu Wen, Kevin Nicholas Wong, Loh Jue Hui Sherilynn

Supervisor
Mr Daniel Heng

Year
2017

Abstract

Cherish is a light-hearted modern dramedy that explores the breakdown in face-to-face communication in modern society, and how meaningful communications can and should be formed. The film is set in modern day Singapore where humans and guardian angels co-exist. Seth is a guardian angel struggling with the daily mundane task of watching over his human, Robert. On one fateful day, Seth meets Quinn, the guardian angel of Robert’s date. An instant attraction occurs between the two of them — something they have never felt before. Both Seth and Quinn want to explore where this could lead, but the date between the humans does not seem to be going well. Will Seth and Quinn be able to make their connection last by the end of the date?

Click link to view
http://hdl.handle.net/10356/69880

Buang Bayi : Behind The Baby Hatch

Authors
Chen Liwen Serene, Chua Tze Chuen Sarah, Corine Tiah, Szeto Chang Loon Terence

Supervisor
Ms Nikki Draper

Year
2017

Abstract

BUANG BAYI – Behind the Baby Hatch is a 15-minute documentary focusing on baby abandonment in Malaysia. As a result of the shame, women give birth and leave their babies by the roadside, in bushes, or even thrown in bins. In worse cases, babies are found in toilets or washed up along the river. In 2015, 104 babies were abandoned throughout Malaysia. Over half of these babies were found dead. BUANG BAYI delves into the socio-cultural reasons of baby abandonment, explores the baby hatch as a solution in alleviating the problem and discusses what can be done to resolve this issue.

Click link to view
http://hdl.handle.net/10356/69818

Inherent Cheese

Authors
Cheak Wen Sheng, Crystal Loo Xiao Wei, Ng Jun Hao, Joshua Tan Shi Jia

Supervisor
Mr Daniel Heng

Year
2017

Abstract

The film is a dark comedy that recounts a downbeat middle-aged man’s desperate attempt to resurrect his recently deceased baby son, with the help of his grownup stepson and a dodgy priest-cum-dark sorcerer. The film is set in a single location – the ritual hall – and depicts the chain of events leading up to the ritual.

Click link to view
http://hdl.handle.net/10356/69879

Lights, Camera, Acti-

Authors
Chan Hong Min Kenneth, Soong Jie Hui Adelene, Wu Bingyu

Supervisor
Mr Daniel Heng

Year
2017

Abstract

Lights! Camera! Act- is a 19 minute mockumentary about a quixotic arthouse filmmaker trying to produce his magnum opus. It is a comic interpretation of Camus’ The Myth of Sisyphus, and a look at the absurdist nature of art and the pursuit of artistic perfection.

Click link to view
http://hdl.handle.net/10356/69874

中国零售:实体电商的竞争竞合 = Competition And Cooperation Between China’s E-commerce And Merchandise Retailing

Authors
Li Yage, Zhang Danfeng

Supervisor
Prof Hao Xiaoming

Year
2017

Abstract

China has become the largest eCommerce market in the world with total number of 468 million digital shoppers. According to the report, over 40% total global eCommerce spend came from China. Aided by emerging technology, online shopping not only brings convenience into people’s lives but also shapes consumer’s shopping behaviour and habits. The threat posed by eCommerce forced traditional retail to make a change and many have started launched their online service or seeking for new business models. This feature aims to document this exciting on-going competition in China. Through reflecting on current trends we hope to unveil some insights on the industry.

Click link to view
http://hdl.handle.net/10356/69882

Floss Forward : Don’t Just Brush Off

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

Supervisors
Assoc Prof Lee Chun Wah & Asst Kim Hye Kyung

Year
2017

Abstract

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

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

Paving the way

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

Supervisor
Mr Ferdinand de Bakker

Year
2017

Abstract

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

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

Hungry for change : reducing food waste among youths in Singapore

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

Supervisor
Ms Pamela Tor Das

Year
2017

Abstract

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

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

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

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

Supervisor
Mr Ferdinand de Bakker

Year
2017

Abstract

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

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

Friends of Dementia

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

Supervisor
Ms Pamela Tor Das

Year
2017

Abstract

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

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

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

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

Supervisor
Mr Ferdinand de Bakker

Year
2017

Abstract

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

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

Maid a friend

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

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

Year
2017

Abstract

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

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

Your keyboard your career campaign

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

Supervisor
Ms Pamela Tor Das

Year
2017

Abstract

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

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

Breaking the sound barrier

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

Supervisor
Ms Pamela Tor Das

Year
2017

Abstract

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

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

Get Askin’: A Skin Donation Awareness Campaign

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

Supervisor
Asst Prof Chung Myojung

Year
2017

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

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http://hdl.handle.net/10356/69856

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

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

Supervisor
Mr Ferdinand De Bakker

Year
2017

Abstract

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

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http://hdl.handle.net/10356/69846

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

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

Supervisor
Asst Prof Chung Myojung

Year
2017

Abstract

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

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http://hdl.handle.net/10356/69922

Save our soles SG : SOS SG

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

Supervisor
Ms Pamela Tor Das

Year
2017

Abstract

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

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http://hdl.handle.net/10356/69861

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

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

Supervisor
Asst Prof Chung Myo Jung

Year
2017

Abstract

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

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http://hdl.handle.net/10356/69858

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

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

Supervisor
Asst Prof Chung Myojung

Year
2017

Abstract

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

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http://hdl.handle.net/10356/69884

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

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

Supervisor
Assoc Prof Lee Chun Wah

Year
2017

Abstract

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

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https://repository.ntu.edu.sg/handle/10356/69889

Joyful Beginnings

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

Supervisor
Mr Ferdinand de Bakker

Year
2017

Abstract

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

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https://repository.ntu.edu.sg/handle/10356/69891

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

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

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

Year
2017

Abstract

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

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http://hdl.handle.net/10356/69892

The Lite Side

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

Supervisor
Asst Prof Chung Myojung

Year
2017

Abstract

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

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http://hdl.handle.net/10356/69817