Soaring solos : a communication campaign to increase single unwed mothers' abilities to handle parenthood problems through connection with support systems

Soaring Solos is a non-profit communication campaign that connects single unwed mothers (SUMs) with organisations, resources, and most importantly, with each other. This is done through the creation of Singapore’s first support community exclusively for SUMs – the Soaring Solos Community. The cam...

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Main Authors: Lim, Regene Yong Yi, Loh, Noelle Zhiwei, Yuen, Sidney, Toh, Sergul Xuan Hao
Other Authors: -
Format: Final Year Project
Language:English
Published: Nanyang Technological University 2022
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Online Access:https://hdl.handle.net/10356/155884
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Institution: Nanyang Technological University
Language: English
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spelling sg-ntu-dr.10356-1558842023-03-05T16:03:06Z Soaring solos : a communication campaign to increase single unwed mothers' abilities to handle parenthood problems through connection with support systems Lim, Regene Yong Yi Loh, Noelle Zhiwei Yuen, Sidney Toh, Sergul Xuan Hao - Wee Kim Wee School of Communication and Information Ferdinand De Bakker fdebakker@ntu.edu.sg Social sciences::Communication::Promotional communication Soaring Solos is a non-profit communication campaign that connects single unwed mothers (SUMs) with organisations, resources, and most importantly, with each other. This is done through the creation of Singapore’s first support community exclusively for SUMs – the Soaring Solos Community. The campaign used a combination of offline engagements and online channels to reach SUMs, a group that is small and largely inaccessible. The use of the Self-Determination Theory (Ryan & Deci, 2000) and its contributing factors to an individual’s psychological wellbeing guided the campaign’s research and development, ensuring that SUMs feel increased autonomy, competence, and relatedness in their motherhood journey. The Soaring Solos Community gathered a total of 35 mothers and was successful in increasing their knowledge about the organisations and resources that they can turn to when in need of support. We did so by creating content pertinent to their informational needs while employing community building strategies to foster stronger connections between these mothers. A post-campaign evaluation of impact and output objects showed that the campaign improved their knowledge, psychological needs satisfaction, perceived benefits and interaction activity. The paper concludes with the campaign’s novelty and limitations along with future recommendations. Bachelor of Communication Studies 2022-03-24T07:17:03Z 2022-03-24T07:17:03Z 2022 Final Year Project (FYP) Lim, R. Y. Y., Loh, N. Z., Yuen, S. & Toh, S. X. H. (2022). Soaring solos : a communication campaign to increase single unwed mothers' abilities to handle parenthood problems through connection with support systems. Final Year Project (FYP), Nanyang Technological University, Singapore. https://hdl.handle.net/10356/155884 https://hdl.handle.net/10356/155884 en Young ChangeMakers FYP Grant application/pdf Nanyang Technological University
institution Nanyang Technological University
building NTU Library
continent Asia
country Singapore
Singapore
content_provider NTU Library
collection DR-NTU
language English
topic Social sciences::Communication::Promotional communication
spellingShingle Social sciences::Communication::Promotional communication
Lim, Regene Yong Yi
Loh, Noelle Zhiwei
Yuen, Sidney
Toh, Sergul Xuan Hao
Soaring solos : a communication campaign to increase single unwed mothers' abilities to handle parenthood problems through connection with support systems
description Soaring Solos is a non-profit communication campaign that connects single unwed mothers (SUMs) with organisations, resources, and most importantly, with each other. This is done through the creation of Singapore’s first support community exclusively for SUMs – the Soaring Solos Community. The campaign used a combination of offline engagements and online channels to reach SUMs, a group that is small and largely inaccessible. The use of the Self-Determination Theory (Ryan & Deci, 2000) and its contributing factors to an individual’s psychological wellbeing guided the campaign’s research and development, ensuring that SUMs feel increased autonomy, competence, and relatedness in their motherhood journey. The Soaring Solos Community gathered a total of 35 mothers and was successful in increasing their knowledge about the organisations and resources that they can turn to when in need of support. We did so by creating content pertinent to their informational needs while employing community building strategies to foster stronger connections between these mothers. A post-campaign evaluation of impact and output objects showed that the campaign improved their knowledge, psychological needs satisfaction, perceived benefits and interaction activity. The paper concludes with the campaign’s novelty and limitations along with future recommendations.
author2 -
author_facet -
Lim, Regene Yong Yi
Loh, Noelle Zhiwei
Yuen, Sidney
Toh, Sergul Xuan Hao
format Final Year Project
author Lim, Regene Yong Yi
Loh, Noelle Zhiwei
Yuen, Sidney
Toh, Sergul Xuan Hao
author_sort Lim, Regene Yong Yi
title Soaring solos : a communication campaign to increase single unwed mothers' abilities to handle parenthood problems through connection with support systems
title_short Soaring solos : a communication campaign to increase single unwed mothers' abilities to handle parenthood problems through connection with support systems
title_full Soaring solos : a communication campaign to increase single unwed mothers' abilities to handle parenthood problems through connection with support systems
title_fullStr Soaring solos : a communication campaign to increase single unwed mothers' abilities to handle parenthood problems through connection with support systems
title_full_unstemmed Soaring solos : a communication campaign to increase single unwed mothers' abilities to handle parenthood problems through connection with support systems
title_sort soaring solos : a communication campaign to increase single unwed mothers' abilities to handle parenthood problems through connection with support systems
publisher Nanyang Technological University
publishDate 2022
url https://hdl.handle.net/10356/155884
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