Youth hawkerprise campaign
This paper presents the Youth Hawkerprise Campaign, the first-ever communication campaign in Singapore to encourage youths to join the hawker trade, organised by four final year students from the Wee Kim Wee School of Communication and Information. Targeted at youths aged 17-35, this campaign aims t...
| Main Authors: | , , , |
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| Other Authors: | |
| Format: | Final Year Project (FYP) |
| Language: | English |
| Published: |
2014
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| Subjects: | |
| Online Access: | https://hdl.handle.net/10356/101072 http://hdl.handle.net/10220/19464 |
| _version_ | 1811688784907993088 |
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| author | Aw, Wendy Wen Ting Cheng, Mark Chun Yeong Chew, Eunice Yixian Tan, Li Shan |
| author2 | Mak Ka Ying Angela |
| author_facet | Mak Ka Ying Angela Aw, Wendy Wen Ting Cheng, Mark Chun Yeong Chew, Eunice Yixian Tan, Li Shan |
| author_sort | Aw, Wendy Wen Ting |
| collection | NTU |
| description | This paper presents the Youth Hawkerprise Campaign, the first-ever communication campaign in Singapore to encourage youths to join the hawker trade, organised by four final year students from the Wee Kim Wee School of Communication and Information. Targeted at youths aged 17-35, this campaign aims to raise awareness of the lack of youths in the hawker trade and challenge negative hawker stereotypes by utilising positive images and success stories of existing youth hawkers. Focusing on interactive platforms such as a photo exhibition and a workshop with networking opportunities, the campaign strives to provide opportunities for youths with the passion in culinary arts to consider the potential of honing their abilities and setting up a viable food business at a hawker centre. It seeks to keep the street food culture in Singapore alive and ensure that affordable dining will be available for generations of Singaporeans to come. This paper summarises the primary and secondary research that formulated key campaign strategies. It outlines the process from creative conception to execution of the campaign initiatives and examines the campaign’s tactical effectiveness through extensive evaluative measures. Evaluation includes pre- and post-campaign surveys, metrics from online and mass media publications, as well as an analysis of all media coverage. This report also provides future recommendations for the continuation of the campaign’s pioneering initiatives in the hawker industry. Detailed appendices that support the main text with precise graphs, tables and charts as well as original collateral designs are accompanied for further reference. |
| first_indexed | 2024-10-01T05:37:43Z |
| format | Final Year Project (FYP) |
| id | ntu-10356/101072 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T05:37:43Z |
| publishDate | 2014 |
| record_format | dspace |
| spelling | ntu-10356/1010722020-09-27T20:12:31Z Youth hawkerprise campaign Aw, Wendy Wen Ting Cheng, Mark Chun Yeong Chew, Eunice Yixian Tan, Li Shan Mak Ka Ying Angela Liew Kai Khiun Wee Kim Wee School of Communication and Information DRNTU::Social sciences::Communication::Promotional communication::Communication campaigns This paper presents the Youth Hawkerprise Campaign, the first-ever communication campaign in Singapore to encourage youths to join the hawker trade, organised by four final year students from the Wee Kim Wee School of Communication and Information. Targeted at youths aged 17-35, this campaign aims to raise awareness of the lack of youths in the hawker trade and challenge negative hawker stereotypes by utilising positive images and success stories of existing youth hawkers. Focusing on interactive platforms such as a photo exhibition and a workshop with networking opportunities, the campaign strives to provide opportunities for youths with the passion in culinary arts to consider the potential of honing their abilities and setting up a viable food business at a hawker centre. It seeks to keep the street food culture in Singapore alive and ensure that affordable dining will be available for generations of Singaporeans to come. This paper summarises the primary and secondary research that formulated key campaign strategies. It outlines the process from creative conception to execution of the campaign initiatives and examines the campaign’s tactical effectiveness through extensive evaluative measures. Evaluation includes pre- and post-campaign surveys, metrics from online and mass media publications, as well as an analysis of all media coverage. This report also provides future recommendations for the continuation of the campaign’s pioneering initiatives in the hawker industry. Detailed appendices that support the main text with precise graphs, tables and charts as well as original collateral designs are accompanied for further reference. Bachelor of Communication Studies 2014-05-28T03:14:24Z 2019-12-06T20:33:04Z 2014-05-28T03:14:24Z 2019-12-06T20:33:04Z 2013 2013 Final Year Project (FYP) https://hdl.handle.net/10356/101072 http://hdl.handle.net/10220/19464 en Nanyang Technological University 276 p. application/pdf |
| spellingShingle | DRNTU::Social sciences::Communication::Promotional communication::Communication campaigns Aw, Wendy Wen Ting Cheng, Mark Chun Yeong Chew, Eunice Yixian Tan, Li Shan Youth hawkerprise campaign |
| title | Youth hawkerprise campaign |
| title_full | Youth hawkerprise campaign |
| title_fullStr | Youth hawkerprise campaign |
| title_full_unstemmed | Youth hawkerprise campaign |
| title_short | Youth hawkerprise campaign |
| title_sort | youth hawkerprise campaign |
| topic | DRNTU::Social sciences::Communication::Promotional communication::Communication campaigns |
| url | https://hdl.handle.net/10356/101072 http://hdl.handle.net/10220/19464 |
| work_keys_str_mv | AT awwendywenting youthhawkerprisecampaign AT chengmarkchunyeong youthhawkerprisecampaign AT cheweuniceyixian youthhawkerprisecampaign AT tanlishan youthhawkerprisecampaign |