pastyearprojects

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

Authors
Chan Jing Hao, Chua Kim Han Malvin, Lee Yumei & Tan Chun Kiat Jonathan

Supervisors
Asst Prof Fernando Paragas & Mr Jeremy Seow

Year
2014

Abstract

Put It On Friend Mode is a social movement to remind youths of the importance of connecting face-to-face with their friends and loved ones without the distractions of their mobile phones. The campaign is targeted at young people aged 17 to 25, an age group that is particularly susceptible to the draw of mobile technology and its benefits. Ultimately, the campaign strives to be the starting point to which society in Singapore can address this issue from a positive and empowering standpoint. This would be done through creating awareness of the problem and changing attitudes towards the behaviour, and most importantly, offering people a simple solution to which they can commit to accomplishing.

Click link to view
http://hdl.handle.net/10356/59852

Additional links

https://www.facebook.com/PutItOnFriendMode

Authors
Dawn Eng, Chow Aiyan, Jeraldine Phneah Jialin & Kwang Shuwen

Supervisor
Asst Prof Fernando Paragas

Year
2014

Abstract
Not A Keyboard Warrior is a campaign which aims to educate young people on the perils of inappropriate Internet behaviour, as well as debunk the practice of cyber aggression as a social norm. Though Social Networking Sites (SNS) usage has been proven to be beneficial for the users in terms of social communication, the increased usage have also brought about some negative consequences – an increment of cyberbullying activities being one of the most prevalent issues. Local netizens also give in to their emotional impulses easily. Online aggression has inevitably become such a prevalent problem that Singapore’s leaders are beginning to sit up and take notice.

Click link to view
http://hdl.handle.net/10356/59839

Additional link
https://www.facebook.com/NotAKeyboardWarrior

Authors
Kimberly Wang Zhi Hui, Sim YuanWei Christopher, Tan Rui Ling Jocelyn & Tay Liangqin Mark

Supervisor
Mr Tim Clark

Year
2014

Abstract
Let‘s Not Forget About E-Waste is a communication campaign to encourage Singaporeans to recycle their electronic-waste (e-waste). Targeted at working adults aged 22 to 45, the campaign aims to generate awareness of the impact of e-waste on our health and the environment, highlight available and accessible recycling points, and empower the public to be a part of saving the environment and resources by recycling their electronic waste. Ultimately, the campaign sought to further our country‘s quest in being a clean and green nation by encouraging culture of e-waste recycling on top of recycling paper, plastic and glass.

Click link to view
http://hdl.handle.net/10356/60255

Additional link
https://www.facebook.com/letsnotforgetaboutewaste

Authors
J Jeyaseelan, Muhammad Amin Bin Ruslan & Yeo Jialin Jolene

Supervisor
Ms Melina Chua

Year
2014

Abstract
One of the key challenges faced by the Singapore Red Cross is the public perception that there is a sufficient level of blood for the country. As a result, the public feels that there is no pressing need for blood donors to step up. While there is substantial research on the different motivations that could push potential donors to donate blood, very few are in the context of Singapore or from the perspective of youth. Give Blood A Chance is the first-ever student-led campaign that aims to get youth to donate blood for the first time. One of the highlights of this campaign was the use of music to alleviate fear in donors.

Click link to view
http://hdl.handle.net/10356/60026

Image Credit
Featured image IMG_4410.JPG by Flickr user jeremyfoo. CC BY 2.0.

Authors
Chin Yan Zhang Michael, Gong Hsien-Ying Rachel, Li Zhengliang & Samantha Ann Branson

Supervisor
Mr Tim Clark

Year
2014

Abstract
According to a study, volunteering in university is positively correlated with volunteering 9 years after graduation. Carrying out charitable campaigns within college campuses can increase giving when students graduate and become working adults with greater disposable incomes. Based on such studies, and the strength of the Singapore Dollar, the Big Dollar Rescue campaign targeted university and polytechnic students aged 17 to 26, to show how much Singaporeans can do to help suffering children in emergency situations like Typhoon Haiyan and the Syrian Civil War.

Click link to view
http://hdl.handle.net/10356/59854

Additional link
https://www.facebook.com/bigdollarrescue

Authors
Atheena Amira Binte Samsuri, Fadzeera Binte Mohamad Fadzully, Cynthia Soe Thiri Swe & Lim Woan

Supervisor
Assoc Prof Lee Chun Wah

Year
2014

Abstract
The Ride Etiquette (TRE) is the first student-led strategic communications campaign in Singapore to address public transport etiquette. Targeted at youths aged 18 to 35, TRE weaves humour and creative visuals to raise awareness on poor transport etiquette and in turn, encourage positive behaviour on public vehicles. It strives to stray from typical courtesy campaigns by moving away from print and towards interactive platforms online and on-ground. For example, the campaign came up with satirical illustrations intended to help the viewer understand the consequences of the poor etiquette habits on fellow commuters. This series of drawings highlighted the top five pet peeves on public transport personified by five characters: Pole-Dancing Pammy, Kancheong Kelly, Wide-leg Wally, Funky Fred and Blocking Bob.

Click link to view
http://hdl.handle.net/10356/59669

Additional link
https://www.facebook.com/TheRideEtiquette

Authors
Carolanne Chan, Foo Hui Yu Gina, Kay Jin Rui Keith & Toh Zi Jing Gordon

Supervisor
Asst Prof Shin Wonsun

Year
2014

Abstract
Playtime is a campaign aimed to nurture the next generation of heritage advocates through the provision of additional avenues for children to learn about Singapore’s heritage. Kids aged 7 to 12 were the campaign’s primary target audience, with their parents making up the secondary target audience. One highlight of this campaign was that it launched Singapore’s first heritage-themed escape rooms at Yangzheng Primary School as part of a special collaboration with Think Your Way Out (TYWO), a local reality escape game room company. This escape room concept is a game where participants who are confined in a room have to solve a series of clues and puzzles so as to break out of the room within an hour. Such an immersive game enabled children to learn about Singapore’s heritage in a non-intrusive manner.

Click link to view
http://hdl.handle.net/10356/59791

Additional link
https://www.facebook.com/itsplaytimesg

Authors
Lestarini Saraswati Hapsoro, Sneha Gururaj, Wong Chooi Sean & Zhou Zhuangyu

Supervisors
Mr Tim Clark & Asst Prof Daniel Keith Jernigan

Year
2014

Abstract
Targeted at young adults aged 18 to 30, this campaign aimed to broaden the reading scope of these individuals by reconceptualising leisure reading as an entertaining activity and by increasing the accessibility of reading to incentivise more individuals to pick up the habit. The campaign had three key aspects, which included a social media engagement plan, outreach efforts in tertiary institutions and café establishments, as well as a grand finale event.

Click link to view
http://hdl.handle.net/10356/59595

Additional links
http://www.fortheloveofbooks-sg.com/
https://www.facebook.com/ftlobooks.sg

Authors
Koh Xin Yue Karen, Phang Su Hui, Tan Huay Peng & Tan Hui Shi Candy

Supervisor
Assoc Prof Lee Chun Wah

Year
2014

Abstract
Avenue 1960s is a campaign that hopes to reconnect Singaporean youth with Singapore’s heritage, focusing on the nation-building years (1960s to 1980s). With the target audience of those aged 17 to 25, the campaign’s initiatives were highly youth-oriented, including the use of social media platform Facebook, a postcard competition, campus outreach activities, a heritage exhibition in the city area and a youth forum. The campaign tapped on the parents’ childhood stories to stimulate the curiosity and the interests of the youth.

Click link to view
http://hdl.handle.net/10356/59789

Additional link
https://www.facebook.com/avenue1960s

Authors
Foo Hui Juang Sophial, Loh Jun Wei, Wong Jing Ying & Tai Zhi Han

Supervisors
Ms Joo Kee Melina Chua & Ms Julia Wei

Year
2014

Abstract
Inspired by the Makers’ Movement overseas, the project team looked into the local crafting scene. Despite a growing interest in independent labels, local independent brands are still not receiving due recognition. With this realisation, the team embarked on a journey to investigate the reason behind the lack of support, and they eventually decided to bridge the gap with a communication campaign, titled Makers of Singapore. Using storytelling as strategy, this campaign aimed to raise awareness of local independent craft businesses, generate appreciation for locally made products, as well as rally support from Singaporeans aged 21 to 30.

Click link to view
http://hdl.handle.net/10356/59842

Additional link
http://www.makersofsingapore.com/

Authors
April Tan Wan Xin, Brenda Xie Hui Qi, Christabel Reena David & Jillian Goh Zi Ying

Supervisors
Ms Melina Chua & Ms Amanda Goh

Year
2014

Abstract
Targeted at youths aged 18-25 years old, this campaign aims to educate youths on social enterprises and to challenge their existing misconceptions about the industry. The campaign strategy mainly revolved around creating memorable interactions and conversations with the target audience. Through highlighting inspiring stories via a website, an interactive exhibition as well as an intensive 12-hour social enterprise challenge, the campaign strived to enhance the profile and credibility of social enterprises and in the process, spur youths to rethink their notions of “social enterprises”.

Click link to view
http://hdl.handle.net/10356/59732

Additional link
https://www.facebook.com/advocasesg

Authors
Chen Zhihui, Lim Hiok Hwee Desmond, Tan Nian Shun & Toh Yew Zhen

Supervisor
Dr Yeoh Kok Cheow

Year
2014

Abstract
Targeted at youth aged 18 to 25, the campaign seeks to leverage on family reunion dinners to bond families and improve parent-child relationship through meals. The campaign’s main objective is to educate youths that Chinese reunion dinners can be culture-free and day-free. To garner attention and interest, the campaign employed the use of popular social media tools, a website and an interactive mobile application. To create desire and action, the campaign leveraged on multiple school outreach activities, an outdoor roadshow and a finale mass family reunion dinner event. One of the highlights of this campaign was that it received special mention from Prime Minister Lee Hsien Loong at the NTU Ministerial Forum 2014.

Click link to view
http://hdl.handle.net/10356/59597

Additional link
https://www.facebook.com/therealreunionsg

Authors
Ang Hui Xuan, Chen Shusi, Lim Pei Si & Peh Yan Ting

Supervisors
Assoc Prof Lee Chun Wah

Year
2014

Abstract
Project ENGAGE is a campaign that aims to build on the government’s preliminary efforts to promote social engagement in active ageing. Targeted at senior Singaporeans aged 50 and above, the campaign aims to highlight the importance of social engagement as an integral element of successful active ageing and to encourage senior Singaporeans to engage in social activities. This was done through engaging the seniors in conversation to educate them about the issue and encourage them to take pledges and concrete actions to kick start an active lifestyle. The key communication channels used included information booths, an active ageing carnival cum walkathon, and door-to-door visits.

Click link to view
http://hdl.handle.net/10356/59841

Additional links
https://www.facebook.com/projectengage2014

Authors
Marlene Tan Yiting, Ng Pin Li & Pek Kai Le Charis

Supervisors
Asst Prof Shin Wonsun & Dr Yeoh Kok Cheow

Year
2014

Abstract
Screensavers is a public information campaign to nurture healthier digital kids. The campaign aims to educate parents and their children who are between the ages of 6 and 12, on effectively managing the use of digital technology. The campaign’s key message and screen tips, with an emphasis on child’s well-being, were conceived from the primary and secondary research conducted prior to the campaign. Campaign outreach activities were formulated to convey the key and sub-messages of the campaign, particularly through active community engagement, with a focus on parent-child learning. Both online and offline platforms were utilized to expand reach to the target audience.

Click link to view
http://hdl.handle.net/10356/59853

Additional link
https://www.facebook.com/screensaverssg

Authors
Chow En En Grace, Ho Cai Shan, Nur Iznina Binte Zainudin & Susmitha Changaroth

Supervisors
Prof Charles Thomas Salmon & Dr Yeo Su Lin

Year
2014

Abstract
Project Tooth Keeper is a health communications campaign promoting good parenting for children’s oral health. The campaign was targeted at parents with children aged 6 years and under, and set out to educate parents on and motivate them by stressing the importance and benefits of preventive oral health behaviours in preventing the onset of tooth decay in a child’s life. The campaign was mounted in response to the declining oral health status of infants and preschoolers in Singapore.

Click link to view
http://hdl.handle.net/10356/59843

Additional link
https://www.facebook.com/projecttoothkeeper

Authors
Claire Yeoh Su-En, Lau Kwee Fang, Soh Huiting Madeline & Tan Xiang Wei

Supervisors
Dr Yeoh Kok Cheow & Mr Stephen Robertson

Year
2014

Abstract
Little Captains at Play is a public communications campaign which looks at unstructured play among pre-schoolers in Singapore. Targeted at parents with children aged 3 – 6 years old, the campaign aims to address the need for holistic development by utilising parents’ stories to encourage self-reflection and discussion. Supported by expert opinions and a range of online and offline engagement strategies, the campaign employed a three-pronged approach to educate, inspire and empower parents to provide their children with more opportunities for unstructured play.

Click link to view
http://hdl.handle.net/10356/59664

Additional link
https://www.facebook.com/littlecaptainsatplay.sg

Authors
Lee Jing, Lim Hui Lian Joyce & Yap Jiamin

Supervisors
Mr Tim Clark & Asst Prof Liew Kai Khiun

Year
2014

Abstract
The Happiness Revolution: Best Gift for Your Child, is a communication campaign that champions the attainment of positive mental wellbeing amongst children. Targeted at parents of children aged 7-12, this campaign aims to raise awareness on the importance of children’s social and emotional intelligence as well as ability to solve problems as components towards lasting happiness. Through interactive platforms such as roving outreaches and lunchtime talks, the campaign strives to engage parents in conversations about their current steps to improve their child’s mental wellbeing.

Click link to view
http://hdl.handle.net/10356/59931

Additional link
https://www.facebook.com/TheHappinessRevolution

Authors
Low Sieu Ping, Yeo Xue Zhen & Zhang XiuYing

Supervisor
Assoc Prof Lee Chun Wah

Year
2014

Abstract
Tweak It SG, a strategic communication campaign, seeks to help Gen X and Gen Y working professionals regain a sense of control in their day-to-day work-life flexibility by initiating small changes, or tweaks, to carve out time for their most important priorities. The report includes the theoretical framework for the campaign executed in three key phases, pre-production research, detailed communication plans and tactics, and its creative execution. Post-campaign survey, observational research, social media monitoring and metrics from both online and physical publicity efforts are proposed as part of campaign evaluation.

Click link to view
http://hdl.handle.net/10356/59436