See and be seen

• Main Authors: Shieh, Alex Jun Fa, Chia, Ginger Wenqi, Auyong, Grace Xiao Pei, Yong, Marcus Wen Wei
• Other Authors: Wee Kim Wee School of Communication and Information
• Format: Final Year Project
• Language: English
• Published: 2012
• Subjects: DRNTU::Humanities
• Online Access: http://hdl.handle.net/10356/48984
• Institution: Nanyang Technological University

This paper presents the See and Be Seen campaign, a youth-led initiative by four final-year students from Wee Kim Wee School of Communication and Information, Nanyang Technological University. It charts the development of the cause, the conceptualization of the campaign messages, strategies, challenges seeking sponsorship from various stakeholders, and evaluation of the campaign. Through our literature review and formative research, the team discovered that night cycling in Singapore had become increasingly popular. However, night cyclists had minimal awareness about their own vulnerability and the benefits of exhibiting safety and visibility enhancing practices. Previous campaigns failed to address night cycling safety or the importance of visibility. Therefore the team felt that it was a good time to tackle this issue. See and Be Seen became ‘Singapore’s First Night Cycling Safety Initiative’. Its main aim was to raise awareness about night cycling safety and visibility, hence the slogan ‘Stay Safe, Stay Visible’. The primary target audience was youth aged 15-24. The campaign was executed in four phases from January to March 2012. Phase 1 was a digital outreach programme to raise awareness about the cause. Phase 2 focused on generating publicity and registrations for the capstone event, the ‘See and Be Seen Night Ride 2012’ (i.e., Phase 3). Phase 4 focused on post-event coverage and preserving the audience’s interest for future See and Be Seen efforts. Outcomes of the campaign were matched against four main objectives, namely informational, behavioural, media and digital objectives. This paper will also discuss the challenges in planning and executing the campaign, as well as the overall impact that See and Be Seen would have in Singapore.