Building a world for two : towards a shift in young Singaporeans' perception of romantic relationships
This paper presents “A World for Two”, a public communication campaign by four final-year undergraduates from the Wee Kim Wee School of Communication and Information. The campaign set out to inspire and empower Singaporean undergraduates to build, foster and sustain healthy roma...
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| Main Authors: | , , , |
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| Other Authors: | |
| Format: | Final Year Project |
| Language: | English |
| Published: |
2013
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/52947 |
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| Institution: | Nanyang Technological University |
| Language: | English |
| Summary: | This paper presents “A World for Two”, a public communication campaign by four
final-year undergraduates from the Wee Kim Wee School of Communication and
Information. The campaign set out to inspire and empower Singaporean
undergraduates to build, foster and sustain healthy romantic relationships, and it did
so with particular focus on communicating the value of such a relationship in enabling
personal growth. This is in response to extensive survey findings, duly discussed here,
that point to a conflict between Singaporeans’ pragmatic priorities and instinctive
desire for love. The literature review therefore looks into population trends and
patterns that are changing people’s life values and priorities, while the rest of the
report is dedicated to explaining the strategic campaign initiatives used to foster
reflection and discussions on the issue. The campaign’s effectiveness is then assessed
through qualitative and quantitative evaluation of media coverage and audience’s
level of engagement. Finally, the campaign’s limitations are discussed and
recommendations for future campaigns that seek to touch on more abstract social,
moral and spiritual issues are provided. |
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