Another angle : a campaign to reduce xenophobic sentiments towards low-wage migrant workers among Singaporeans

• Main Authors: Chin, Claire Ying En, Noreen Mohammad, Kang, Tammie Zi Ying, Wong, Yun Lum
• Other Authors: Ferdinand de Bakker
• Format: Final Year Project
• Language: English
• Published: 2015
• Subjects: DRNTU::Social sciences::Communication
• Online Access: http://hdl.handle.net/10356/63609
• Institution: Nanyang Technological University

This paper details the social campaign, AnOther Angle, that aims to reduce xenophobic sentiments among Singaporeans towards low-wage migrant workers (hereby abbreviated as LWMWs). The campaign aims to do this by encouraging interaction with LWMWs through sports and emphasising the perspective that we are all equals. AnOther Angle was organised by four final-year students from the Wee Kim Wee School of Communication and Information at Nanyang Technological University. The primary target audience comprised of youths aged 21 to 35, as this group is highly engaged in social activism. As they are avid consumers of social media content, a large part of the campaign’s tactics were focused online. This campaign is the first of its kind as it tackles the issue of xenophobia and uses sports as a medium to encourage interaction between Singaporeans and migrant workers. The campaign was successful in reducing xenophobic sentiments by an average of 53%, higher than the original goal of 40%. Additionally, the social media aspect attained virality and a high amount of media interest. Overall, the sports events proved that sports is an effective medium at encouraging interaction fostering teamwork, therefore a useful medium to reduce xenophobia toward LWMWs. This report comprises insights based on our primary and secondary research that formed the basis of the campaign’s strategies. It details the creative thought process from its planning to the execution. This is accompanied by in-depth analysis to measure the effectiveness of the various campaign tactics. Supporting the text is an appendices section that provides additional reference with original documents, collateral designs, survey results and media clippings.