For you page: a communication campaign encouraging Singaporean youth readers aged 18-25 to read Singapore literature

• Main Authors: Chua, Celestine, Nyimas Andreana Binti Kemas M. R., Lee, Cheryl Zi Rong, Poh, Melissa Xiang Qing
• Other Authors: -
• Format: Final Year Project
• Language: English
• Published: Nanyang Technological University 2024
• Subjects: Arts and Humanities
• Online Access: https://hdl.handle.net/10356/174452
• Institution: Nanyang Technological University

Singapore boasts a vibrant cultural scene with an array of art forms both traditional and avant garde. Yet, various local art forms continue to face challenges in pushing their artistry to mainstream audiences, including traditional art forms, musicians, theatre practitioners and writers. Singapore Literature (Sing Lit) is a key medium in preserving Singapore’s heritage and culture, yet there is a severe lack of appreciation for Sing Lit among Singaporeans. For You Page is a multi-faceted communications campaign launched in January 2024 to encourage Singaporean youth readers aged 18-25 to read Sing Lit. Many youths hold biased perceptions of Sing Lit, with some citing it as “boring”, “inaccessible” or “too nationalistic”. As such, we aimed to bring diverse Sing Lit books to youths based on their existing preferences to increase accessibility and relatability of Sing Lit, forging deeper bonds to Singapore with familiar narratives. Utilising the Integrated Behavioral Model (IMBP), we focused on building knowledge, attitudes and self-efficacy towards reading Sing Lit. Through a combination of digital initiatives and events (Get Booked series and For You Picnic), our campaign brought Singaporean youth readers together and sparked interest in Sing Lit with over 900 followers on our Instagram page. Our post-campaign evaluation also indicated that For You Page has successfully met its impact and output objectives, with a positive sentiment shift in readers' interest in Sing Lit and numerous participants expressing their appreciation of Sing Lit through our social media platforms. Lastly, campaign evaluation and recommendations for future initiatives will also be discussed.