C2013

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

Supervisor
Mr Tim Clark

Year
2013

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

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

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

Supervisor
Mr Tim Clark

Year
2013

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

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

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

Supervisors
Mr Tim Clark & Dr Yeoh Kok Cheow

Year
2013

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

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

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

Supervisors
Asst Prof Fernando Paragas & Asst Prof Liew Kai Khiun

Year
2013

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

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

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

Supervisor
Asst Prof Shin Wonsun

Year
2013

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

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

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

Supervisor
Assoc Prof Lee Chun Wah

Year
2013

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

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

Authors
Kelly Lau, Gu Fenghui & Costa Daniel Chua

Supervisor
Asst Prof Fernando Paragas

Year
2013

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

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

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

Supervisor
Dr Yeoh Kok Cheow

Year
2013

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

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

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

Supervisor
Mr Tim Clark

Year
2013

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

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

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

Supervisor
Assoc Prof Lee Chun Wah

Year
2013

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

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

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

Supervisor
Assoc Prof Lee Chun Wah

Year
2013

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

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

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

Supervisor
Assoc Prof Lee Chun Wah

Year
2013

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

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