C2015

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

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/

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

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

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

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

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/

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/

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

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

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

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

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/

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

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

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/

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/

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

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

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/

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

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/