Save our soles SG : SOS SG

• Main Authors: Khoo, Qi Ying Shan, Zohry, Nurwajiha, Lam, Kimberly Min Pei, Wee, Cherylyn Loke Xian
• Other Authors: Pamela Tor Das
• Format: Final Year Project
• Language: English
• Published: 2017
• Subjects: DRNTU::Social sciences::Communication::Promotional communication::Communication campaigns
• Online Access: http://hdl.handle.net/10356/69861
• Institution: Nanyang Technological University

Save Our Soles SG (SOS SG) was a campaign aimed at empowering women with the knowledge and awareness of the short term and long term health consequences of wearing high heels, and what they could do to care for their feet. Four final-year students of the Wee Kim Wee School of Communication and Information at the Nanyang Technological University conceptualised, planned, and ran this campaign, with the hopes of motivating more women to save their soles. SOS SG was targeted at working women aged 21 to 45 years old. Wearing high heels is a common preference, or even workplace requirement for some. The impact that wearing high heels has on women’s health had been well-documented, but this culture seemed to persist both globally and locally. This had led to outcry in some parts of the world where they had taken their companies to court to dispute painful workplace rules that forced women to wear high heels. While we recognised the world would take time to catch up and adjust to caring for women, we could at least empower women to care for themselves first. This report looked into the thoughts, perceptions, and habits of women in Singapore on the issue of wearing high heels. It also covered the planning, execution, and evaluation of the campaign to spread awareness of the health issues and good habits that could be adopted. Finally, the limitations and solutions were also discussed. An appendix with all supporting materials can be found at the end of the report.