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: Agung S. Ongko, How, Leonard, Atan, Roshilah, Tan, Celine Ru Ping
Other Authors: Yeoh Kok Cheow
Format: Final Year Project
Language:English
Published: 2013
Subjects:
Online Access:http://hdl.handle.net/10356/52947
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Institution: Nanyang Technological University
Language: English
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spelling sg-ntu-dr.10356-529472019-12-10T13:12:19Z Building a world for two : towards a shift in young Singaporeans' perception of romantic relationships Agung S. Ongko How, Leonard Atan, Roshilah Tan, Celine Ru Ping Yeoh Kok Cheow Wee Kim Wee School of Communication and Information DRNTU::Social sciences::Communication 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. Bachelor of Communication Studies 2013-05-29T05:27:58Z 2013-05-29T05:27:58Z 2013 2013 Final Year Project (FYP) http://hdl.handle.net/10356/52947 en Nanyang Technological University 173 p. application/pdf
institution Nanyang Technological University
building NTU Library
country Singapore
collection DR-NTU
language English
topic DRNTU::Social sciences::Communication
spellingShingle DRNTU::Social sciences::Communication
Agung S. Ongko
How, Leonard
Atan, Roshilah
Tan, Celine Ru Ping
Building a world for two : towards a shift in young Singaporeans' perception of romantic relationships
description 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.
author2 Yeoh Kok Cheow
author_facet Yeoh Kok Cheow
Agung S. Ongko
How, Leonard
Atan, Roshilah
Tan, Celine Ru Ping
format Final Year Project
author Agung S. Ongko
How, Leonard
Atan, Roshilah
Tan, Celine Ru Ping
author_sort Agung S. Ongko
title Building a world for two : towards a shift in young Singaporeans' perception of romantic relationships
title_short Building a world for two : towards a shift in young Singaporeans' perception of romantic relationships
title_full Building a world for two : towards a shift in young Singaporeans' perception of romantic relationships
title_fullStr Building a world for two : towards a shift in young Singaporeans' perception of romantic relationships
title_full_unstemmed Building a world for two : towards a shift in young Singaporeans' perception of romantic relationships
title_sort building a world for two : towards a shift in young singaporeans' perception of romantic relationships
publishDate 2013
url http://hdl.handle.net/10356/52947
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