Avenue 1960s : stories of live, laugh and love in Singapore

• Main Authors: Koh, Karen Xin Yue, Phang, Su Hui, Tan, Huay Peng, Tan, Candy Hui Shi
• Other Authors: Lee Chun Wah
• Format: Final Year Project
• Language: English
• Published: 2014
• Subjects: DRNTU::Social sciences::Communication::Promotional communication::Communication campaigns
• Online Access: http://hdl.handle.net/10356/59789
• Institution: Nanyang Technological University

This paper presents the Avenue 1960s campaign, an inaugural heritage communication campaign in Singapore that is targeted at the younger generation. Organised by four final-year students from the Wee Kim Wee School of Communication and Information, Nanyang Technological University, the campaign hopes to reconnect Singaporean youths with Singapore's heritage, focusing on the nation-building years. Targeted at youths aged 17 to 25 years old, this campaign aims to motivate the younger generation to start seeking information or stories of Singapore’s heritage. As such, the campaign’s initiatives are highly youth-oriented, including the use of social media platform Facebook, a postcard competition, campus outreach activities, heritage exhibition in the city area and a youth forum. It provides opportunities for youths to learn more about Singapore’s heritage, and taps on the parents’ childhood stories to encourage young Singaporeans to find out more about Singapore’s heritage. This paper includes a summary of the primary and secondary research methods that formed the basis of the campaign strategies. It presents the conception, creation and execution of the communication campaign. The campaign’s overall effectiveness is evaluated based on pre and post-campaign surveys, metrics from both online and mass media publicity, and an analysis of media coverage. This report will discuss limitations for the current campaign and provides recommendations for future campaigns of a similar nature. The appendices support the main text with original documents, collateral designs, detailed tables and statistics.