More than dis campaign

This paper details More Than Dis, a public communication campaign that aims to strengthen the inclusion of Persons with Disabilities (PWDs) in the workplace, in Singapore. This campaign was initiated by three final-year students from the Wee Kim Wee School of Communication and Information, Nanyang T...

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Main Authors: Freddy, Goh, Jing Rui, Lee, Grace Yian Lin
Other Authors: Liew Kai Khiun
Format: Final Year Project
Language:English
Published: 2016
Subjects:
Online Access:http://hdl.handle.net/10356/66834
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Institution: Nanyang Technological University
Language: English
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spelling sg-ntu-dr.10356-668342019-12-10T14:52:14Z More than dis campaign Freddy Goh, Jing Rui Lee, Grace Yian Lin Liew Kai Khiun Wee Kim Wee School of Communication and Information DRNTU::Humanities This paper details More Than Dis, a public communication campaign that aims to strengthen the inclusion of Persons with Disabilities (PWDs) in the workplace, in Singapore. This campaign was initiated by three final-year students from the Wee Kim Wee School of Communication and Information, Nanyang Technological University. Targeted mainly at young working adults aged 18-35, this campaign utilised a combination of offline and online tactics to elicit greater impact. Lunchtime talks, a rojak workshop interaction activity, photo microsite, campaign video, photo exhibition, sharing session, and the campaign’s Facebook contests and posts were designed to enhance the understanding and perceptions of PWDs at the workplace. Strategic use of these tactics was made to reach out to a wider target audience. This paper summarises the campaign tactics and evaluates their effectiveness. It also details the primary and secondary research that guided the campaign’s strategies. The campaign was successful in achieving all its informational and attitudinal objectives. For more than 80% of the post-campaign survey respondents, not only did the campaign increase their understanding of PWDs at work, it also improved their perceptions of PWDs and their capabilities. Besides, the campaign received positive feedback from the government, civil society, and members of the public – these included both people with and without disabilities. This paper also discusses the limitations and challenges of the campaign and provides future recommendations for its continuation. The main text is supported with the appendices section consisting of the survey questionnaires and results, media clippings, and expenditure sheet, among others. Bachelor of Communication Studies 2016-04-27T07:40:20Z 2016-04-27T07:40:20Z 2016 Final Year Project (FYP) http://hdl.handle.net/10356/66834 en Nanyang Technological University 50 p. application/pdf video/mpeg
institution Nanyang Technological University
building NTU Library
country Singapore
collection DR-NTU
language English
topic DRNTU::Humanities
spellingShingle DRNTU::Humanities
Freddy
Goh, Jing Rui
Lee, Grace Yian Lin
More than dis campaign
description This paper details More Than Dis, a public communication campaign that aims to strengthen the inclusion of Persons with Disabilities (PWDs) in the workplace, in Singapore. This campaign was initiated by three final-year students from the Wee Kim Wee School of Communication and Information, Nanyang Technological University. Targeted mainly at young working adults aged 18-35, this campaign utilised a combination of offline and online tactics to elicit greater impact. Lunchtime talks, a rojak workshop interaction activity, photo microsite, campaign video, photo exhibition, sharing session, and the campaign’s Facebook contests and posts were designed to enhance the understanding and perceptions of PWDs at the workplace. Strategic use of these tactics was made to reach out to a wider target audience. This paper summarises the campaign tactics and evaluates their effectiveness. It also details the primary and secondary research that guided the campaign’s strategies. The campaign was successful in achieving all its informational and attitudinal objectives. For more than 80% of the post-campaign survey respondents, not only did the campaign increase their understanding of PWDs at work, it also improved their perceptions of PWDs and their capabilities. Besides, the campaign received positive feedback from the government, civil society, and members of the public – these included both people with and without disabilities. This paper also discusses the limitations and challenges of the campaign and provides future recommendations for its continuation. The main text is supported with the appendices section consisting of the survey questionnaires and results, media clippings, and expenditure sheet, among others.
author2 Liew Kai Khiun
author_facet Liew Kai Khiun
Freddy
Goh, Jing Rui
Lee, Grace Yian Lin
format Final Year Project
author Freddy
Goh, Jing Rui
Lee, Grace Yian Lin
author_sort Freddy
title More than dis campaign
title_short More than dis campaign
title_full More than dis campaign
title_fullStr More than dis campaign
title_full_unstemmed More than dis campaign
title_sort more than dis campaign
publishDate 2016
url http://hdl.handle.net/10356/66834
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