We are Singavore : encouraging the consumption of local produce among young adults

• Main Authors: Ho, Matthias Meng En, Foo, Jamie Li Ning, Cher, Louise Jane Rui Jing, Nor’Huda Mohamed Abidin
• Other Authors: Lee Chun Wah
• Format: Final Year Project
• Language: English
• Published: 2015
• Subjects: DRNTU::Social sciences::Communication::Promotional communication
• Online Access: http://hdl.handle.net/10356/63184
• Institution: Nanyang Technological University

We Are Singavore is a public and promotional communication campaign that encourages young adults in Singapore to consume local produce. Organised by four final year students from the Wee Kim Wee School of Communication and Information, Nanyang Technological University, the campaign aims to educate young adults on the importance of supporting local produce, and to provide viable options for them to do so. The campaign is targeted at young adults aged 21 to 30, a demographic which past initiatives did not appear to focus on. The pre-campaign survey found that the target audience lacked knowledge about local produce and its benefits, and perceived difficulty in supporting it. To bridge this knowledge gap, information was shared primarily on the campaign’s online platforms. Offline efforts facilitated the target audience’s consumption of local produce, through distributing food samples cooked with local produce, and partnering food and beverage (F&B) outlets that support the same cause. This report provides findings from desktop and primary research, which were crucial in crafting the campaign strategy. The strategy, in turn, guided the development of the campaign’s message and tactics. This report also details activities carried out in various stages of the campaign, and evaluates their effectiveness to determine if input and output objectives have been met. The campaign managed to raise the target audience’s awareness of local produce and improve their perceptions of it. Behavioural change, however, will need a longer time to effect. Future initiatives could span a lengthier period and involve more stakeholders to maximise effectiveness.