Project guiding hands

Authors
Anthea Soh Wei-Xuen, Chong Si Min, Lim Yan Ting Brenda & Siow Wei Liang

Supervisor
Ms Wong Pei Wen

Year
2015

Abstract
Despite government efforts to build a culture of giving amongst Singaporean youth, only 1 in 5 volunteered in 2014. Singaporean youth lack motivation to volunteer, and were predominantly found to volunteer because of compulsory community involvement programs in school. Project Guiding Hands was launched to increase the motivation for volunteering and promote positive volunteering attitudes targeted at youth aged 15 to 25. This was done by bringing the focus to the volunteers and their experiences. This campaign seeks to make the volunteering experience enjoyable, through a series of fun and rewarding activities.

Click link to view
http://hdl.handle.net/10356/63481

Additional links
http://guidinghands.sg/
https://www.facebook.com/projectguidinghands
https://www.instagram.com/projectguidinghands/

Dis.Is.Able

Authors
Angeline Yeo Jian Ling, Ibrohim Abdul Karim Bin Johari, Kim Young Ah & Melissa Kaur Jaswal

Supervisor
Ms Wong Pei Wen

Year
2015

Abstract
Dis.Is.Able, a promotional campaign to raise the public profile of Singapore’s para athletes through redefining their strength and ability. Targeted at youths aged 13 to 25, Dis.Is.Able aims to build a strong fan base ahead of the 8th ASEAN Para Games, which will be held in Singapore for the first time. The campaign seeks to find out more about para sports as well as to improve attitudes towards para sports. As the official social media agency for the 8th ASEAN Para Games from December 2014 to April 2015, Dis.Is.Able acts as a timely platform to ignite a national conversation on providing greater support for the para athletes.

Click link to view
http://hdl.handle.net/10356/63251

Additional links
http://disisable.com/
https://www.facebook.com/DisIsAble
https://www.instagram.com/disisable/

The platform collective: the new local startup community

Authors
Tan Jen Wei Isaac, Olivia Ng Li Wen, Teoh Wee Yang Caster & Wong Yan Ting

Supervisor
Ms Wong Pei Wen

Year
2015

Abstract
‘The Platform Collective’ is the first student campaign which encourages startups to develop their businesses by connecting and collaboration with other businesses. Its aim was to help startups to become sustainable by finding solutions to the challenges they face, through bartering with other startups. This could lead to collaborations, propelling them to find innovative ways to grow and sustain their businesses. The Platform Collective does this by being an online intermediary that curates the community of startups. The startups were mostly started by young people under the age of 30, and matches individual startups’ barters.

Click link to view
http://hdl.handle.net/10356/63362

Additional links
http://www.theplatformcollective.com/
https://www.facebook.com/theplatformcollective

Seek Singapore: stop the eye epidemic in kids

Authors
Evonne Ong Hui Hoon, Jermaine Lim Zhen Min, Joshua Francis Conceicao & Suzanna Farid Tang Shu Ling

Supervisor
Ms Pamela Tor Das

Year
2015

Abstract
“Seek Singapore: Stop the Eye Epidemic in Kids”, is a health communication campaign, targeted at parents with children below the age of seven. Its aim is to reduce the incidence of childhood myopia through educating parents of the risks and long-term consequences of this eye-condition. The campaign encourages these parents to bring their children outdoors regularly, as this has been shown to fight myopia. ‘Visualizing Myopi’ was the overall central theme and message used in the campaign, this formed the backbone of the campaign’s branding, creative tactics and strategies.

Click link to view
http://hdl.handle.net/10356/63354

Additional links
http://www.seeksingapore.com/#stop-the-eye-epidemic-in-kids
https://www.facebook.com/SeekSingapore
https://www.instagram.com/seeksingapore/
https://www.youtube.com/channel/UCFfG2HSxFvsLDrT8M-m8rMw

Clothes call – change it. Don’t bin it.

Authors
Ang Hui Yu Anna, Goh Jia Yi, Shermaine Chong Xin Hui & Ow Wen Yan

Supervisor
Ms Pamela Tor Das

Year
2015

Abstract
Clothes Call is the first local student-led campaign promoting clothes repurposing recycling, and reusing of unwanted clothes through modification. It is targeted at Singaporean aged 15 to 35, mobilising them to explore the possibilities of repurposing their clothes rather than simply throwing away their unwanted garments. The campaign aims to bring attention to textile wastes by informing them about the benefits of clothes repurposing and demonstrating that clothes repurposing can be a lifestyle choice. Ultimately strengthening Singapore’s efforts to encourage an environmentally responsible people.

Click link to view
http://hdl.handle.net/10356/63381

Additional links
http://www.clothescallsg.com/
https://www.facebook.com/clothescallsg
https://www.instagram.com/clothescallsg/

Chicken beauty pageant

Authors
Jessica Novia Sutrisno, Amrit Kaur Jastol, Nurul Amirah Bte Haris, Eunice Tan Hui En

Supervisor
Ms Lau Joon-Nie

Year
2016

Abstract
The ‘Serama’ pageant is held in Indonesia and Malaysia. The pageant is a beauty competition for chickens, where they are judged on their structure, style and walk. Chicken Beauty Pageant is a 13 minute documentary which follow the 2015 Indonesian Chicken of the Year, King Den, and his owner Haji Yusuf. King Den has won this title consecutively over the last five year, an unprecedented feat. However, as King Den’s ages, he is beginning to lose his lustre, meaning this could be his last year to enter the competition. The documentary opens a window into this interesting world and highlight the ephemeral nature of fame and beauty.

Click link to view
http://hdl.handle.net/10356/66867

Picture this! Social influence in a visually identified YouTube environment

Authors
Looi Jie Min, Leong Xue Li Alisius Deon, Abigail Chua Wen Qi, Gan Zheing Weii Damian

Supervisor
Assoc Prof Benjamin Hill Detenber

Year
2016

Abstract
This study examines how group effects of user-generated comments influence user evaluations and attitudes towards YouTube videos and their subject matter. Two main theoretical frameworks were applied in this study: the Social Identity Approach (SIA) and Social Identification/Deindividuation (SIDE) model.

This study provides an update to the earlier research conducted by Walther, DeAndrea, Kim and Anthony (2010), through addressing changes in the YouTube’s interface which now includes visually identifiable users. The study also extends Walther, DeAndrea et al.’s (2010) research by applying the SIA as an alternative way of studying social influence on YouTube platforms.

A 2 x 2 x 2 between-subjects factorial design was used in this experiment which was conducted amongst Singaporean university undergraduates (N = 317). Using a YouTube mock-up page, the research examined the interaction between a controversial video about foreign-born sporting talents (FBST) in Singapore and the accompanying user comments from ingroup (Singaporeans) and outgroup (foreigners) members.

Even though the manipulation of outgroup categorization did not work as planned, it demonstrated that user-generated comments can affect user’s evaluation of the video and attitudes towards the subject matter. Clear evidence of social identification mediating social influence within social groups was observed. Findings suggest that social identification could occur even with visual information of commenters, contrary to SIDE’s theoretical predictions.

Click link to view
http://hdl.handle.net/10356/66874

Art detox: unwind your mind

Authors
Tan Jin Ting, Koh Wen Jing Jamie, Cheyenne Ching Pei Jie

Supervisor
Asst Prof Liew Kai Khiun

Year
2016

Abstract
Art Detox: Unwind Your Mind is a campaign to promote mental wellness through art. The campaign aimed to improve the mental wellbeing of Singaporean adults aged 18 to 29, through encouraging them to incorporate art-making activities into their daily lives, so as to build mental resilience. The campaign’s strategy was designed to effect informational, attitudinal and behavioral changes. Campaign outreach activities were organised to carry across the key messages of the campaign. While online platforms were utilised to extend campaign reach to the target audience due to its convenient and accessible nature.

Click link to view
http://hdl.handle.net/10356/66852

Share the care SG: supporting family-caregivers of persons with special needs

Authors
Ho Xiu Xian, Lim Weixuan Lionel, Tan Jia Ling, How Sze Yin

Supervisor
Asst Prof Kim Hye Kyung

Year
2016

Abstract
Share the Care SG was the first local campaign calling for community support for family-caregivers of persons with special needs. It encouraged Singaporeans to “care for family-caregivers” of persons with special needs by providing social support.

The campaign was at targeted adults aged 25 to 54 years old, activating them to offer social support to the family-caregivers around them. By raising awareness of the challenges faced by family-caregivers and the ways one could offer social support, the campaign aimed to cultivate an inclusive environment where members in the community offer support to the family-caregivers among them.

This report presents the findings from primary and secondary research which helped shape the campaign’s goal, objectives and strategies. It details the campaign’s progress from conceptualisation to execution. The success of the campaign was evaluated with a discussion on its effectiveness and limitations. Recommendations were also made to help guide future projects of a similar nature. This report is accompanied by an appendix containing campaign materials, diagrams and collateral designs.

Click link to view
http://hdl.handle.net/10356/66759

Uncaged: combat sports in Singapore

Authors
Cynthia Choo Xin Le, Fiona Lam Ke Fang

Supervisor
Asst Prof Debbie Goh Pei Chin

Year
2016

Abstract
Uncaged is a journalism feature about combat sports in Singapore. It delves into the adrenaline-filled world of combat sports to uncover the revitalisation of traditional disciplines, the shattering of gender norms, the journey of elite Singapore fighters, the dangers of crash weight losses, the flourishing of related businesses, and the intricate planning that goes into organising fight extravaganzas.

Underneath Singapore’s sterile facade bubbles a rowdy, passionate community jostling for acceptance and official recognition. Made up of mostly youths and young working adults, the combat sport circle is expanding at an explosive rate in Singapore and making the move from niche to mainstream.
Not many sports are able to gather 10,000 paying spectators at the Singapore Indoor Stadium but mixed martial arts is one of them. The Singapore fight circuit is seeing multiple upward trends: more practitioners, more combat gyms, more competitions, more rising homegrown stars, and more global fight organisations setting up shop here. But along with the dizzying growth also comes uncharted waters which the fight community must navigate. Concerns over safety, health and injury are growing as inexperienced weekend warriors jump on the fight bandwagon without understanding how to protect themselves. Some combat sports also wrestle for official support, an uphill task due to Singapore’s focus on performance and the sports’ seemingly violent nature.

Click link to view
http://hdl.handle.net/10356/66848