C2016

Authors
Anne-Marie Lim Sian Ping, Tan Jo Yee, Lai Zhi Han Scott, Kimberly Rachel Teh Yu Ling

Supervisor
Asst Prof Liew Kai Khiun

Year
2016

Abstract
Paint the Town Red (PTTR) is the first youth-initiated integrated communication campaign in Singapore that aims to raise awareness and reduce stigma about HIV among youths. The campaign was primarily targeted at youths aged 18 – 28. PPTR wants to stray away from conventionally conservative pedagogy in public schools, and seeks to educate and correct outdated and false beliefs about HIV, and at the same time, reduce the stigma and cultivate support for people living with HIV. By making use of a mixed communications model, as well as interactive platforms, PTTR strives to challenge the negative perceptions of HIV among youths in Singapore.

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http://hdl.handle.net/10356/66875

Authors
Nicole Loh Voon Voon, Lim Hui Belicia, Lim Weiting, Ngamlamai Wijitra

Supervisor
Ms Kairiah Mohd Tamin

Year
2016

Abstract
Got it Covered is the first safe sex campaign in Singapore specifically targeting women. The campaign encourages Singaporean women to take control of their sexual health by adopting the act of carrying a condom. The campaign was designed to target young Singaporean women aged between 18 to 25. The campaign hopes to ignite conversations about the importance of safe sex, creating discourse and a more gender equal Singapore. This campaign also provides an educational platform for our target audience to seek information about sex-related issues.

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http://hdl.handle.net/10356/66904

Authors
Ezhilan Oviyum, Koh Kiat Jiun, Kok Yi Ning, Alyssa Teo

Supervisor
Asst Prof Liew Kai Khiun

Year
2016

Abstract
Breast-Feeding Friends Singapore (BFFsg) is a unique nationwide initiative aimed at creating a more inclusive public environment for breastfeeding mothers. The campaign aims to: (1) promote acceptance of public breastfeeding amongst Singaporeans, (2) engage and rally the support of corporates to create a supportive environment for nursing mothers, and (3) encourage mothers to embrace their right to feed their babies in whatever way is comfortable for them. Through various online educational content, public roadshows and pledge drives, the team has also engaged and educated members of the public on how they can better support breastfeeding mothers.

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http://hdl.handle.net/10356/66718

Authors
Lee Yining Dionne, Nicole Jeanne Tan Min, Soo Yun Xuan, Crystal Toh Bao Ning

Supervisor
Asst Prof Kim Hye Kyung

Year
2016

Abstract
Cover a Brother is the first male-targeted sun protection campaign in Singapore, with the aim of educating young males aged 18 to 25 on the importance of practicing sun safety. Men displayed greater behavioural resistance, and lacked knowledge on sun damage and skin cancer risks as compared to women. Cover a Brother devised a strategic communications plan to engage young males on the urgent issue of sun protection. In partnership with the Singapore Cancer Society, the team launched an educational series of UV camera roadshows, outreach activities during outdoor sporting events, and a complementary online content strategy to communicate campaign messages on the risks of ultraviolet (UV) exposure.

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http://hdl.handle.net/10356/66876

Authors
Huam Wen Yuan, Lynette Teo Wei Ling, Miranda Yeo Siu Hui, Tan Ke Ting Fiona

Supervisor
Ms Kairiah Mohd Tamin

Year
2016

Abstract
Join The Current is an educational literacy campaign set against the global and local decline of news consumption amongst youths. The campaign aims to use current affairs and information literacy as tools to inform, engage and equip preadolescents for their transition into active citizens. Leveraging on a motivational and planned behavioral model across three overlapping phases, Join The Current targeted preadolescents aged 10 to 14 years old. Join The Current effectively raised awareness of measures to increase preadolescents’ current affairs literacy levels and created attitudinal shifts.

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http://hdl.handle.net/10356/66925

Authors
Muhammad Sadikin Bin Muhamad Jailani, Aisha Lin Tamrend, Eve Ng Ling Nuan, Wong Mei-Yin Eenette

Supervisor
Asst Prof Kim Hye Kyung

Year
2016

Abstract
Hello, Hygiene is a public health campaign emphasizing the cleanliness of personal mobile devices to achieve better overall health and well-being. The purpose of the campaign is to establish awareness of smartphone hygiene as a new hygiene concept, and to effect long-term adoption of the recommended cleaning behavior. Based on the research findings, key messages, and campaign strategies of “social modelling”, “raising risk perception” and “shifting positive intention to behavior adoption” were crafted, which guided specific campaign tactics.

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http://hdl.handle.net/10356/66868

Authors
Shona D/O Suthendran, Ervin Tham Wei Jie, Poh Wei Ren Ronney

Supervisor
Ms Kairiah Mohd Tamin

Year
2016

Abstract
Alternative is a strategic communication campaign that seeks to inspire unique travel experiences in Singapore through uniquely local activities and places. Designed for tourists visiting Singapore, Alternative aims to promote the rediscovery of Singapore’s tourism landscape, which is currently dominated by the city’s global image as a modernized garden city. The campaign seeks to achieve its goal through introducing native experiences that are core to what makes Singapore unique and differentiated from other nations, hoping to rekindle the alternate discovery of our city.

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http://hdl.handle.net/10356/66871

Authors
Wong Wen Bin, Sheena Wong Xin Jie, Mohamed Haikel S/O Abdul Aziz, Tai Wei Jie

Supervisor
Ms Kairiah Mohd Tamin

Year
2016

Abstract
Homemade Singapore is a social culinary campaign encouraging youths to appreciate and learn how to prepare their family dishes. Research have shown that adults in their 30s to 40s regret not learning the recipes of their family dishes. Therefore, the target audience of this campaign are youths aged 18 to 25 years old, classified as emerging adults, who are in their final formative years and are at the right age to learn these recipes before it is too late. Through this process the campaign also hopes to preserve the historical value of these dishes, so that they may be passed from one generation to another.

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http://hdl.handle.net/10356/66880

Authors
Kow Xin Yi Charissa, Cheryl Teng Sze Hui, Dipshikha Ghosh, Ng Yuin Yi

Supervisor
Mr Ferdinand De Bakker

Year
2016

Abstract
Strangers of the Night is a public awareness and informational campaign promoting the appreciation of night shift workers. The campaign built upon the aforementioned premise that individuals working from 7 p.m. to 7 a.m. in sectors that support our social structure such as medical, transport and security, are given or shown the appreciation they deserve. Targeted at youths aged 18 to 25, the campaign aimed to inspire behavioural change among these youths. The aim was to get these youths to be more grateful towards those who look after Singapore at night, as well as to explore gratitude as a lifestyle choice.

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http://hdl.handle.net/10356/66862

Authors
Lau Siaw Ee, Cheryl Lee, Cheryl Teo Li Min, Florence Tan Yi Wen

Supervisor
Mr Ferdinand De Bakker

Year
2016

Abstract
Erectile dysfunction (ED) has been on the rise amongst younger Singaporean men over the past decade. Despite of this there is still a high ignorance and neglect towards this condition. In light of this trend, Hard Conversations was hence conceptualised to raise awareness of ED. The campaign hopes to normalise the condition and encourage behavioural change, with the aim of reducing prevalence. Targeted at female professionals aged 25 to 35 years old, the campaign aims to address the need for females to be equally educated on the condition, thereafter supporting and encouraging their male partners on prevention and cure of this condition.

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http://hdl.handle.net/10356/66873

Authors
Goh Jing Rui, Freddy, Grace Lee Yian Lin

Supervisor
Asst Prof Liew Kai Khiun

Year
2016

Abstract
More Than Dis was a public communication campaign that aimed to strengthen the inclusion of Persons with Disabilities (PWDs) in the workplace in Singapore. It was targeted mainly at young working adults aged 18 to 35 and utilised a combination of offline and online tactics to elicit greater impact.

Lunchtime talks, a rojak workshop interaction activity, photo microsite, campaign video, photo exhibition, sharing session, and the campaign’s Facebook contests and posts were designed to enhance the understanding and perceptions of PWDs at the workplace. Strategic use of these tactics was made to reach out to a wider target audience.

The campaign was successful in achieving all its informational and attitudinal objectives. For more than 80% of the post-campaign survey respondents, not only did the campaign increase their understanding of PWDs at work, it also improved their perceptions of PWDs and their capabilities. Besides, the campaign received positive feedback from the government, civil society, and members of the public – these included both people with and without disabilities.

This paper summarises the campaign tactics and evaluates their effectiveness. It also details the primary and secondary research that guided the campaign’s strategies. This paper also discusses the limitations and challenges of the campaign and provides future recommendations for its continuation. The main text is supported with the appendices section consisting of the survey questionnaires and results, media clippings, and expenditure sheet, among others.

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http://hdl.handle.net/10356/66834

Authors
Wu Si Ying Christine, Clarisse Tan Yan Dan, Vanathy Chozha Nathan, Sarah Fathima Sultan

Supervisor
Mr Ferdinand De Bakker

Year
2016

Abstract
OverComeD was a mental health communications campaign aimed at increasing awareness of Obsessive Compulsive Disorder (OCD) amongst young people in Singapore. It aimed to create a more supportive environment for people with OCD to seek help.

To do so, the campaign addressed the misconceptions and stereotypes surrounding OCD, helped the target audience to recognise the signs and symptoms of OCD and equipped them with the ability to help a friend or family member to seek help.

The campaign was targeted at tertiary students aged 18 to 25 years old, an age group more susceptible to developing OCD. As such, the campaign focused on youth centred approaches such as social media platforms to communicate campaign messages, interactive on-ground roadshows and activities at tertiary institutions and public areas frequented by youths.

This report details the primary and secondary research conducted prior to the campaign and the key findings that helped to shape the campaign. It also contains details on campaign conceptualisation and execution. Both pre and post campaign surveys are analysed to review the success of the campaign. Finally, the report concludes with a discussion of its limitations and recommendations for future campaigns. The report also contains transcripts, collateral material designs, illustrations and other original documents in the appendix for reference to the main text.

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http://hdl.handle.net/10356/66791

Authors
Lee Teng Hui Jonathan, Tan Yu Xuan Charmian, Adele Ong Yuen Yoke, Esther Subramaniam

Supervisor
Ms Kairiah Mohd Tamin

Project year
2016

Abstract
After words was a social campaign to address the issue of verbal aggression amongst couples in Singapore. It aimed to highlight and tackle the unnoticed impact that words have in relationships. Targeted at married and dating couples aged 21 to 39, the campaign strived to raise awareness of verbal aggression, instil a desire amongst couples to reduce verbal aggression in their relationships, and encourage healthier communication.

To achieve this, the campaign’s strategy and initiatives leveraged upon insights gathered from formative research conducted on the topic. Using approaches such as a social experiment, an expert dialogue series, a couple-conversation web series as well as a public outreach event, the team hoped to improve the knowledge, attitudes and behaviours of individuals on verbal aggression through meaningful and educational content.

This project report provides a summary of the primary and secondary research conducted and reveals the key findings used to mould the campaign’s strategy and objectives. It documents the formulation and execution of the campaign in detail. As a measure of effectiveness, a section on campaign evaluation is dedicated to analysing the results from our campaign surveys as well as reviewing the sentiments of our target audience. Challenges faced throughout the course of the campaign are also represented in terms of the limitations, for which recommendations are provided. Finally, we discuss plans for future directions through the development of sustainability initiatives and extended collaborations.

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http://hdl.handle.net/10356/66850

Authors
Bernice Koh Jia Hong, Goh Shun Jie, Tan Benjamin, Tan Li Ling Joanne

Supervisor
Mr Ferdinand De Bakker

Year
2016

Abstract
Starting from Scratch was a health communications campaign targeted at teenagers aged 12 to 17, both with and without eczema. It sought to educate teenagers on eczema by increasing awareness and dispelling misconceptions of the condition, so as to create a supportive and understanding environment for teenage eczema sufferers.

The campaign aimed to achieve this goal through roving exhibitions held in secondary schools, promoting learning through an interactive game and leaving encouraging messages of support for those suffering from eczema. Online, the team curated stories of everyday people with eczema, and allowed sufferers to find a platform to share their experiences.

Primary and secondary research conducted helped to shape the campaign. Based on research findings, the problem statement was identified, which helped hone the campaign’s strategy, tactics and goals. With the campaign’s branding and identity in mind, it was clear that the campaign needed to be relevant to teenagers with and without eczema. Both online and offline platforms were utilised equally to engage teenagers inside and out of school. Assessment of the campaign tactics was also completed, which included a post-survey evaluation, media monitoring and engagement on social media platforms. Finally, limitations and future recommendations for the campaign were discussed, including plans on sustainability.

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http://hdl.handle.net/10356/66688

Authors
Lim Mu Yao, Pang Khin Yang Magnus, Yeo Si Ming, Jay Ng Jian Yang

Supervisor
Mr Ferdinand De Bakker

Year
2016

Abstract
A disconnect between a globalised Singapore and an unyielding definition of what it means to be multicultural has led to increased societal tensions. However, if perspectives can expand beyond such a rigid definition of multiculturalism and embrace differences as enrichment, these tensions can be eased. As a major part of Singaporean life, food holds the potential to bridge this divide between cultures in Singapore by creating opportunities to bring people together.

Come, Let’s Eat! was a communication campaign which aimed to help young Singaporeans connect to foreign cultures and people through food, increase their cultural knowledge and develop positive attitudes towards intercultural interaction.

The campaign organised a series of events such as dinners and cooking classes, supported by online and social media content, to create platforms where over 150 young Singaporeans learned and experienced foreign food and cultures as well as interacted with foreigners.

This report details the literature review and primary research on culture and food that led to the conception of this campaign, and the theoretical frameworks that guided the campaign’s strategies and tactics. The execution of the campaign is presented, along with the various methods used to assess the success and efficacy of the campaign in achieving its objectives. Various limitations and recommendations for the campaign are also discussed.

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http://hdl.handle.net/10356/66719

Authors
Yew Eian Kian, Justine Amanda Koh Ying Xue, Shermaine Lau Boon Kuan, Chiam Ningrong

Supervisor
Asst Prof Liew Kai Khiun

Year
2016

Abstract
This was an integrated public relations campaign targeted at married couples in the Strawberry Stage, aged 30 to 39. It aimed to strengthen marital bonds among couples in Singapore by motivating them to not only have a functional marriage, but also a fulfilling one through increasing their marital satisfaction in three ways: (1) increasing their commitment level, (2) increasing their intimacy level, and (3) improving their conflict resolution skills.

Based on the AIDAR model, the campaign employed the use of both traditional and new media techniques to garner attention and interest in three phases. The team held multiple roadshows in various parts of Singapore which culminated in a Couples’ Retreat. The campaign secured a total of $56,784 in terms of sponsorship value. In return, the campaign’s advertising value equivalent (AVE) was worth $16,154 with a total offline and online impression count of 14,787,523.

This report presents a summary of the primary and secondary research which guided the campaign’s communication tactics, creative execution, and an evaluation of the campaign’s effectiveness. The latter includes post-campaign surveys, testimonials, metrics from both online and offline publicity efforts, and an analysis of traditional and new media coverage. The report concludes with an assessment of limitations and recommendations for the campaign. The appendix comprises of materials that complement the main text, providing a detailed background to the campaign process.

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http://hdl.handle.net/10356/66854

Authors
Kameswari D/O Narayanan, Jeanette Tan Yee Ching, Cherie Yeo Li Wen, Ethel Chua Jia En

Supervisor
Mr Ferdinand De Bakker

Year
2016

Abstract
Don’t Choose Binge was a public communications campaign aimed at reducing binge drinking behaviours amongst young adults in Singapore. It was targeted at young people aged 18 to 25 years – an age group in which binge drinking behaviour is the most prevalent.

The campaign strategy concentrated on youth-centric approaches which incorporated heavy use of social media platforms and outreach at tertiary institutions. Through positive peer influence, the campaign sought to establish responsible drinking as a widely acceptable social norm.

This project report provides an insight into the formative research conducted and the key findings that shaped the campaign’s tactics. It offers an in-depth look at the conceptualisation and subsequent execution of the campaign. The report also analyses pre-campaign and post-campaign surveys to assess the effectiveness of the campaign. To conclude the report, limitations of the campaign, recommendations on avenues for improvement, and its future direction are discussed. This report is also supplemented by collateral designs, event pictures, and other original documents in its appendices.

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http://hdl.handle.net/10356/66683

Authors
Goh Si Lei Agnes, Anthia Chng Xin, Natalie Goh Lewa, Ng Wei Shuen

Supervisors
Ms Kairiah Mohd Tamin

Year
2016

Abstract
This project report presents Hey Solo Sister, the first comprehensive and unbiased information platform tailored to unwed mothers to help them make informed decisions in their journey of unwed motherhood. Created by final-year students of from the Wee Kim Wee School of Communication and Information, this capstone campaign sought to provide unwed mothers in Singapore with information and emotional support mainly through the one-stop online portal, heysolosister.com.

This initiative was targeted at unwed mothers aged between 16 to 34 years old with a minimum of secondary school level education (and, therefore, a basic proficiency in English). The website was created according to the needs and concerns of these mothers, as discovered from surveys and in-depth interviews conducted before the campaign with unwed mothers as well as social workers who worked directly with the target group.

This report touches on the strategies and tactics used to reach out to this group of unwed mothers, followed by an evaluation of the execution and a discussion of some challenges faced. Future recommendations and possible sustainability plans were also included as a final conclusion.

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http://hdl.handle.net/10356/66795

Authors
Goh Siew Huang Melissa, Lim Ying Wei, Cherie Seah Yiling Fiona

Supervisor
Mr Ferdinand De Bakker

Year
2016

Abstract
My Father Tongue was a campaign to revitalise the use of Chinese dialects among youth in Singapore. It aimed to encourage more youth to learn dialects by making the learning process more convenient.

The campaign targeted at youth aged between 18 to 35 years old as dialects were underutilised among this age group. By equipping the youth with basic dialect skills, it would be easier for them to learn about their heritage and culture and to communicate with the elderly. They would also be able to teach their children dialects in the future.

Through an online learning kit, a cultural exhibition and dialect workshops held islandwide, the campaign successfully increased youth behavioural intent to learn dialects. In order to sustain the campaign, the team worked with a stakeholder to take over the management of the campaign platform. Youth would be able to continue receiving updates on dialect-related activities.

Prior to the start of the campaign, primary and secondary research was conducted. The findings then guided the creative plans for the campaign. This report also evaluated the strategies and tactics used using the impact and output objectives set initially. Appendices contained the tables and charts from the research, campaign collateral materials, news coverage and feedback from the campaign stakeholders.

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http://hdl.handle.net/10356/66800

Authors
Kenji Kwok Li Xian, Muhamad Shahrin Izhar Bin Mohamad Sani, Lim Pei Xuan Andrea, Chen Chow Suen Amos

Supervisor
Mr Ferdinand De Bakker

Year
2016

Abstract
Familiar Strangers was a communications campaign to bridge the social gap between low-wage migrant workers and Singaporeans. This was done through the sharing of first-person narratives written by migrant workers to increase Singaporean’s knowledge and improve sentiments towards them.

The campaign targeted millennials ages 21 to 35 who seek out opportunities for eliciting change and being civic-minded. As their media consumption habits revolve around digital and social media, the campaign focused on creating a digital platform where the migrant workers’ personal stories could be easily accessed and shared. These stories were meant to evoke empathy in the target audience to increase their understanding towards migrant workers.

The campaign achieved its objectives as the target audience reported a 49% increase of their knowledge on migrant workers, while 90% of the target audience reported an improvement in their sentiments towards low-wage migrant workers. Both results exceeded the change the team wanted to achieve. This showed that first-person storytelling was an effective tool in changing the mindsets of the target audience.

This project report tabulates the findings from the primary research and information that were used to formulate the campaign. It also evaluates the outcome of the campaign and measures its effectiveness. Further supporting documents illustrating the various aspects of the campaign can be found in the appendices.

Click link to view
http://hdl.handle.net/10356/66839

Authors
Chong Cai Yun, Tanya Pillay, Teo Ying En, Lim Jia Qi

Supervisor
Asst Prof Kim Hye Kyung

Year
2016

Abstract
This project report presents Get Your Bottoms Up!, a campaign to address the widespread occupational prolonged sitting behaviour among desk-bound office workers in Singapore.

The campaign was done through three phases which encompassed awareness tactics, online efforts, roadshows, talks and workshops. The active promotion of the campaign’s recommended deskercises (i.e desk exercises) aimed to increase awareness of the health risks of prolonged sitting, reframe the value of taking active breaks as a non-disruptive behaviour, and empower office workers with the knowledge and skills to be more active at work.

This report details the primary and secondary research that shaped key campaign strategies. It outlines the process from campaign conception to execution of communication strategies and examines the overall effectiveness of the campaign tactics through extensive evaluation. Evaluation also includes the various difficulties met and achievements accomplished through the journey, future recommendations for the campaign and subsequent plans to further promote deskercises in Singapore.

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http://hdl.handle.net/10356/66863

Authors
Shen Rujia Jessica, Sze Qian Hui, Chow Xin Ying, Joyce Ong Yuyi

Supervisor
Mr Ferdinand De Bakker

Year
2016

Abstract
Understanding Dementia was a public health campaign promoting dementia awareness. It aimed to educate adults aged 25 to 50 years old on the warning signs of dementia and the importance and benefits of early diagnosis.

The team’s primary research showed that the target audience was not well informed of the symptoms of dementia, and that they generally held the misconception that these symptoms were part of normal ageing. Qualitative interviews also showed that only a small percentage of dementia cases were diagnosed in the early stage. To mitigate these problems, storytelling, public education and the use of social media were the key strategies developed to convey campaign messages effectively.

The team achieved success in meeting its informational and behavioural objectives. Post-campaign evaluation showed that the target audience was more informed about the symptoms of dementia and the benefits of early diagnosis. They would also take appropriate action should they suspect an elderly person of having dementia. With Singaporeans being more informed about the symptoms of dementia, this campaign helped lay the foundation for the creation of a dementia-friendly Singapore. In the long run, the campaign’s promotion of early diagnosis will help improve the quality of life of both persons with dementia and their caregivers.

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http://hdl.handle.net/10356/66798

Authors
Lee Jia Le Clara, Koh Wan Yi, Tulika Ahuja, Lim Xiu Yi Hilarie

Supervisor
Mr Ferdinand De Bakker

Year
2016

Abstract
Easy on Your Eyes was a strategic health communication campaign which addressed the issue of incorrect contact lens health among youth aged 18 to 25 years and worked towards increasing compliance with correct contact lens behaviour to decrease rapidly rising rates of contact lens-related corneal infections.

Utilising a strategy of storytelling, the campaign used creative illustrations and humour to raise awareness on the prevalence of incorrect contact lens behaviour. It highlighted the severity and wearers’ susceptibility to the consequences of non-compliant behaviour. In addition to featuring short stories on contact lens mishaps, the campaign also equipped the target audience with informational collateral to encourage the target audience to integrate correct contact lens behaviour into their current lifestyles, to effect positive behavioural change in the long run.

The objectives of the campaign were met as the target audience indicated an intention to engage in correct contact lens behaviour. Post-campaign survey results and appraisals from the target audience, industry professionals and healthcare organisations also indicated that campaign efforts led to attitudinal changes.

This project report outlines the research that led to the conceptualisation of the campaign and its strategies. It also details the execution methods of the ongoing campaign, along with a preliminary evaluation to assess the successes and learning points of the campaign.

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http://hdl.handle.net/10356/66860

Authors
Siah Jiahui Eugenia, Fay Yeo, Heng Jia Min, Jamie Lee Shi Marie

Supervisor
Mr Ferdinand De Bakker

Year
2016

Abstract
Insid(h)er Talk was a health campaign aimed at educating young women on the female reproductive system and empowering them to take ownership of their reproductive health. It addressed three key gynaecological disorders – human papillomavirus (HPV) infections, cervical cancer and polycystic ovary syndrome (PCOS), and the relevant ways to care for the reproductive system.

The campaign targeted at females aged 18-24 years, an age group in which young women in Singapore begin to have higher autonomy and independence in making health decisions. Multiple digital platforms and social media channels were utilised to distribute information and spread the campaign message, alongside strategic on-ground outreach efforts. Qualitative and quantitative methods, alongside analyses of impact and output objectives were utilised to assess the campaign effectiveness.

This project report provides insight into the primary and secondary research detailing young women’s knowledge, attitudes and perceptions of the female reproductive system. It also outlines the framework used to develop the campaign’s communication strategies, discusses the campaign limitations and presents recommendations for future expansions of study.

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http://hdl.handle.net/10356/66866

Authors
Su Mingyan Landdis, Rachel Yong Shu Hui, Nur’Ain Binte Mohd Zin, Dawn Tan Liming

Supervisor
Mr Ferdinand De Bakker

Year
2016

Abstract
This project report details a social campaign that is aimed at creating awareness of the effects of living in a cluttered space and ultimately promoting decluttering and organising of homes. The primary target audience of the campaign comprises of homeowners, aged 25 to 40 years, residing in Singapore. As people within this age group are largely new homeowners, they require the skills of organising to prevent long term accumulation of clutter.

Campaign tactics focused on home organisation workshops that explained the cost of disorganisation and imparted practical skills to declutter and organise houses effectively. It was successful in motivating the participants to declutter (from 67.2% of motivated participants pre-workshop to 96.9% after workshop).

Campaign evaluation was conducted using post-workshop surveys and participant testimonials. All post-workshop survey respondents (100%) indicated their intentions to change after attending the event. It proved that skills transfer and testimonials were effective mediums to encourage and induce positive behaviour change. The project topic also attained high media attention and interest with 20 published magazine articles within a span of three months.

This report presents insights from literature review and primary and secondary research that directed the campaign strategy. It records the campaign process from creative ideation to tactical planning and execution. The appendices provide additional references with original supporting documents, collateral designs, primary research results and media clippings.

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http://hdl.handle.net/10356/66797

Authors
Sivanangai Thirumeni Muthu Karuppan, Zarifah Binti Mohmad Azhar, Lam Siew Ying, Sri Divya Bharati D/O Mohan

Supervisor
Asst Prof Kim Hye Kyung

Year
2016

Abstract
The Love Every Body campaign aimed to minimise the potential negative effects of media on children’s perception of body image through education. Children today are exposed to negative body images at an early age through media. They also play and interact with media merchandise such as action figures and dolls that promote and normalize thinness. This campaign set out to educate both parents and children on the negative effects of the media, and to teach children how to appreciate different forms of beauty.

The primary target audience for this campaign was children aged 7 to 12 years old, as they were the most impressionable. By using theatrical and narrative approaches, Love Every Body developed strategies such as drama-based workshops, a drama performance and an electronic storybook to help children learn about the issue effectively.

The secondary target audience was parents of children aged 7 to 12 as these parents were the greatest influencers of children at developmental stage. A parent’s talk was held and informational brochures were given out to inform parents of several methods they could utilise to educate their child.

Findings indicated that children viewed their bodies positively after the campaign. Parents were also aware and informed of how media could affect their children’s perceptions of body image. Overall, the strategies used in the campaign proved to be effective and useful in achieving the campaign’s objectives.

Click link to view
http://hdl.handle.net/10356/66685

Authors
Catherine Anne Chew Xian Hui, See Wei Ni Dionne, Elizabeth Au Rui Lin, Navina Thiyagarajan

Supervisor
Asst Prof Kim Hye Kyung

Year
2016

Abstract
This project report presents Down the Sound, a health communications campaign by final year students of Wee Kim Wee School of Communication and Information (WKWSCI). Recreational Noise-Induced Hearing Loss (NIHL) is increasingly prevalent amongst Singaporean youths. It was predicted in a recent research that if the rising trend persists, there could be as many as 1,308 new cases of NIHL per year locally, amongst the younger population (Lee, Lim, Kuan, 2014).

NIHL is the only form of hearing loss that is preventable (NIDCD, 2014). However, loud and prolonged exposure to loud noises can lead to permanent damage. In a survey conducted amongst 375 youths aged 18-25, 96% of youths lacked proper knowledge of NIHL. Majority of youths also believed they are not susceptible to hearing loss at their current age.

Thus the team designed a campaign to increase risk awareness amongst youths and to stress the importance of practising safe listening habits. To communicate the risk of NIHL, a three-pronged strategy using social norms approach, experiential components, statistical evidence and narratives was adopted. Tactics were carried out both online and offline. To ensure the credibility of their messages, the team partnered with hearing aid provider Sivantos and also consulted Changi General Hospital.

The report concludes with an evaluation of the campaign through a post-campaign survey, analysis of media coverage and appraisals from stakeholders. Plans beyond the campaign’s timeline are also highlighted. Visuals of the campaign’s execution, collaterals and partnerships can be found in the appendices.

Click link to view
http://hdl.handle.net/10356/66861

Authors
Tan Min Er Vivien, Chan Mei Yu Jethra, Lee Rou Urn Sarah, Giam Yi Xin

Supervisor
Asst Prof Liew Kai Khiun

Year
2016

Abstract
The Coming Home SG campaign was launched as Singapore’s first campaign to raise awareness of foster care among young adults and promote volunteering opportunities as a stepping stone towards fostering. It was also the first to use social media as an outreach platform for foster care.

The campaign engaged 3,948 young adults via a mix of online and on-ground platforms such as a campaign website, art-jamming sessions, a local makers’ fair, sharing sessions by members of the fostering community and university roadshows. 220 volunteer interests were raised, and nearly half of the participants indicated strong willingness to foster in the future.

This project report summarised the research that underpinned campaign strategies, detailed the campaign’s execution and evaluated its effectiveness. Finally, it gave recommendations on how the campaign’s pioneering initiatives could be sustained.

Click link to view
http://hdl.handle.net/10356/66801

Authors
Isadora Ong Min Li, Jaime Goh Shi Hui, Sai Fengjia, Elissa Teo Shiting

Supervisor
Ms Kairiah Mohd Tamin

Year
2016

Abstract
Savvy Silvers was a campaign to help senior citizens above 50 to use their smartphones efficiently and independently. It also aimed to dispel fear and increase confidence of senior citizens who are hesitant about embracing smartphone technology. The campaign stemmed not only from personal experiences with senior citizens, but was also in accordance with Singapore’s digital inclusion efforts and national move towards being a Smart Nation.

To find out what senior citizens wanted to learn, the team conducted a survey and subsequently designed a comprehensive smartphone curriculum. This culminated into a series of lessons where senior citizens learnt how to use their smartphones in a conducive and interactive environment in the heartlands. Inter-generational learning between senior participants and youth volunteers was also one of the key features of these smartphone lessons.

The project report examined the rationale for this campaign, discussed the executional tactics implemented in rolling out the campaign and the impact of strategies used. Significant achievements and recommendations to widen the scope of the project were also discussed. The lifespan of Savvy Silvers would be extended beyond its intended duration as partners, including the People’s Association and the Infocomm Development of Authority, expressed interest in rolling out the Savvy Silvers smartphone lessons to other parts of Singapore and developing it into a nation-wide movement.

Click link to view
http://hdl.handle.net/10356/66838