Tastes of yesteryear.

• Main Authors: Cher, Clement Jia Hui., Lee, Cedrick Min Jie., Ngieng, Eunice Shi Hui., Ong, Andrew Zhong Yi.
• Other Authors: Wee Kim Wee School of Communication and Information
• Format: Final Year Project
• Language: English
• Published: 2013
• Subjects: DRNTU::Social sciences::Communication::Promotional communication::Communication campaigns
• Online Access: http://hdl.handle.net/10356/52586
• Institution: Nanyang Technological University

This paper presents the “Tastes of Yesteryear” project, which aims to raise awareness on the importance of Singapore’s food heritage and encourage its preservation among Singaporean youth aged 18 – 25. The multi-cultural 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 is then assessed via process and outcome evaluation, and future recommendations are provided.