Strangers of the night : a public awareness and informational campaign to champion the appreciation of night shift workers in Singapore

• Main Authors: Teng, Cheryl Sze Hui, Dipshikha Ghosh, Kow, Charissa Xin Yi, Ng, Yuin Yi
• Other Authors: Ferdinand de Bakker
• Format: Final Year Project
• Language: English
• Published: 2016
• Subjects: DRNTU::Humanities
• Online Access: http://hdl.handle.net/10356/66862
• Institution: Nanyang Technological University

Strangers of the Night is a public awareness and informational campaign promoting the appreciation of night shift workers who help sustain Singapore’s social infrastructure. Developed and carried out by four final-year students at the Wee Kim Wee School of Communication and Information, the campaign seeks to champion the appreciation of night shift workers. Targeted at youths aged 18-25, the campaign employed tactics that are relevant to youths such as education via social media platforms and initiatives based on ‘supper-hop’, a popular tertiary event. The campaign aimed to inspire behavioural change among these youths, to be more grateful towards those who sustain Singapore at night, and to explore gratitude as a lifestyle choice. Through literature reviews and formative research, this report discusses the lack of current efforts in recognition and appreciation of night shift workers in Singapore. It also evaluates the effectiveness of campaign strategies and tactics in creating positive behavioural change among youths via post-campaign survey. Finally, limitations and challenges of the campaign were also discussed to provide useful learning insights for future campaigns that share a similar nature. Over the course of the campaign, close to 1250 youths joined our Facebook Community Group and heard the stories of night shift workers through the Share Your Story series. In addition, 30 youths delivered care kits to 300 night shift workers across Singapore. The report also includes an appendix that displays all survey data results and collateral materials used during the campaign.