The standby collective : a communications campaign to encourage bystander intervention against sexual harassment on MRTs in Singapore
The Standby Collective is the first communications campaign in Singapore aimed at encouraging bystander intervention against sexual harassment (SH) on the Mass Rapid Transport (MRT). Targeted at public transport commuters (PTCs) aged 18- to 35-years-old, it aims to increase the rate of bystander int...
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| Main Authors: | , , , |
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| Other Authors: | |
| Format: | Final Year Project |
| Language: | English |
| Published: |
2018
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/73666 |
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| Institution: | Nanyang Technological University |
| Language: | English |
| Summary: | The Standby Collective is the first communications campaign in Singapore aimed at encouraging bystander intervention against sexual harassment (SH) on the Mass Rapid Transport (MRT). Targeted at public transport commuters (PTCs) aged 18- to 35-years-old, it aims to increase the rate of bystander intervention against SH on MRTs. This is achieved through improving PTCs’ confidence in identifying and intervening when witnessing SH. Key research findings show that bystanders fear misidentifying SH situations and are therefore afraid of taking inappropriate intervention. These insights help to shape the overall campaign strategy, which was executed in four phases – Catch, Connect, Convert, and Continue. Framed by the Theory of Planned Behaviour (TPB) and the Bystander Intervention Model (BIM), the campaign allowed PTCs to explore and practise intervention mechanisms in SH through creative avenues. The mixed-media tactics include: (1) Webisodes, (2) Interactive Theatre Workshops, (3) Print Collaterals, and (4) Information Portal. The campaign’s reach and impact were evaluated through post-campaign surveys, focus groups discussions and retention surveys. Campaign exposure resulted in significant improvement in Step 2 and Step 4 of the BIM, as well as the perceived behavioural control cosntruct of the TPB. The campaign also created real social impact as it had encouraged several SH victims to report their case or to seek counselling. Future campaigns can draw lessons from The Standby Collective and adapt strategies to improve bystander intervention behaviour, particularly for sensitive topics like SH. |
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