Hey solo sister

• Main Authors: Chng-Xin, Anthia, Goh, Agnes Si Lei, Ng, Wei Shuen, Goh, Natalie Lewa
• Other Authors: Kairiah Mohd Tamin
• Format: Final Year Project
• Language: English
• Published: 2016
• Subjects: DRNTU::Social sciences::Communication::Promotional communication::Communication campaigns
• Online Access: http://hdl.handle.net/10356/66795
• Institution: Nanyang Technological University

This paper presents Hey Solo Sister, the first comprehensive and unbiased information platform tailored to unwed mothers to help them make informed decisions in their journey of unwed motherhood. Created by four final-year students from the Wee Kim Wee School of Communication and Information, this capstone campaign seeks to provide unwed mothers in Singapore with information and emotional support mainly through the one-stop online portal, heysolosister.com. This initiative is targeted to unwed mothers aged between 16 to 34 years old who have a minimum of secondary school level education (and, therefore, a basic proficiency in English). The website was created according to the needs and concerns of these mothers, as discovered from surveys and in-depth interviews conducted before the campaign with unwed mothers as well as social workers who directly work with the target group. This paper touches on the strategies and tactics used to reach out to this group of unwed mothers, followed by an evaluation of the execution, and, thereafter, a discussion of some challenges faced. Future recommendations and possible sustainability plans were also included as a final conclusion.