Tracing Our Roots

• Main Authors: Yeo, Cassandra Wei Shan, Chan, Cheryl Shi Hui, Lim, Daniel Yong En, Lee, Velyn Hui Min
• Other Authors: Sam Ran Boolsambatra
• Format: Final Year Project
• Language: English
• Published: 2018
• Subjects: DRNTU::Social sciences; DRNTU::Humanities
• Online Access: http://hdl.handle.net/10356/73618
• Institution: Nanyang Technological University

Tracing Our Roots is a communications campaign by four final-year undergraduates from the Wee Kim Wee School of Communication and Information, targeted at promoting natural heritage to Singaporean youths aged 19 to 25. Through pre-campaign research, the team observed a lack of familiarity amongst the target audience towards natural heritage sites in Singapore. Most youths do not associate nature with Singapore’s heritage. To resolve this issue, the Tracing Our Roots team developed a strategic communications plan aimed at cultivating a Sense of Place with regard to natural heritage sites amongst the target audience. The team looked at increasing education and exposure, and hence familiarity to these sites. To address this, the team conducted a series of roadshows and nature guided walks, and an educational seminar titled “The Future of Singapore’s Natural Heritage”. Campaign key messages on raising Sense of Place were also pushed out on online media platforms. Post-campaign assessment showed that the team’s campaign strategies had a positive impact on an increased Sense of Place and led to an increased intention to conserve Singapore’s natural heritage sites. Ultimately, the Tracing Our Roots team hopes that increasing Sense of Place will translate to greater willingness to participate in future conservation efforts and activities in order to safeguard Singapore’s natural heritage from potential threats in the long run.