Building a world for two : towards a shift in young Singaporeans' perception of romantic relationships
This paper presents “A World for Two”, a public communication campaign by four final-year undergraduates from the Wee Kim Wee School of Communication and Information. The campaign set out to inspire and empower Singaporean undergraduates to build, foster and sustain healthy roma...
| Main Authors: | , , , |
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| Other Authors: | |
| Format: | Final Year Project (FYP) |
| Language: | English |
| Published: |
2013
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/52947 |
| _version_ | 1811684416388333568 |
|---|---|
| author | Agung S. Ongko How, Leonard Atan, Roshilah Tan, Celine Ru Ping |
| author2 | Yeoh Kok Cheow |
| author_facet | Yeoh Kok Cheow Agung S. Ongko How, Leonard Atan, Roshilah Tan, Celine Ru Ping |
| author_sort | Agung S. Ongko |
| collection | NTU |
| description | This paper presents “A World for Two”, a public communication campaign by four
final-year undergraduates from the Wee Kim Wee School of Communication and
Information. The campaign set out to inspire and empower Singaporean
undergraduates to build, foster and sustain healthy romantic relationships, and it did
so with particular focus on communicating the value of such a relationship in enabling
personal growth. This is in response to extensive survey findings, duly discussed here,
that point to a conflict between Singaporeans’ pragmatic priorities and instinctive
desire for love. The literature review therefore looks into population trends and
patterns that are changing people’s life values and priorities, while the rest of the
report is dedicated to explaining the strategic campaign initiatives used to foster
reflection and discussions on the issue. The campaign’s effectiveness is then assessed
through qualitative and quantitative evaluation of media coverage and audience’s
level of engagement. Finally, the campaign’s limitations are discussed and
recommendations for future campaigns that seek to touch on more abstract social,
moral and spiritual issues are provided. |
| first_indexed | 2024-10-01T04:28:17Z |
| format | Final Year Project (FYP) |
| id | ntu-10356/52947 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T04:28:17Z |
| publishDate | 2013 |
| record_format | dspace |
| spelling | ntu-10356/529472019-12-10T13:12:19Z Building a world for two : towards a shift in young Singaporeans' perception of romantic relationships Agung S. Ongko How, Leonard Atan, Roshilah Tan, Celine Ru Ping Yeoh Kok Cheow Wee Kim Wee School of Communication and Information DRNTU::Social sciences::Communication This paper presents “A World for Two”, a public communication campaign by four final-year undergraduates from the Wee Kim Wee School of Communication and Information. The campaign set out to inspire and empower Singaporean undergraduates to build, foster and sustain healthy romantic relationships, and it did so with particular focus on communicating the value of such a relationship in enabling personal growth. This is in response to extensive survey findings, duly discussed here, that point to a conflict between Singaporeans’ pragmatic priorities and instinctive desire for love. The literature review therefore looks into population trends and patterns that are changing people’s life values and priorities, while the rest of the report is dedicated to explaining the strategic campaign initiatives used to foster reflection and discussions on the issue. The campaign’s effectiveness is then assessed through qualitative and quantitative evaluation of media coverage and audience’s level of engagement. Finally, the campaign’s limitations are discussed and recommendations for future campaigns that seek to touch on more abstract social, moral and spiritual issues are provided. Bachelor of Communication Studies 2013-05-29T05:27:58Z 2013-05-29T05:27:58Z 2013 2013 Final Year Project (FYP) http://hdl.handle.net/10356/52947 en Nanyang Technological University 173 p. application/pdf |
| spellingShingle | DRNTU::Social sciences::Communication Agung S. Ongko How, Leonard Atan, Roshilah Tan, Celine Ru Ping Building a world for two : towards a shift in young Singaporeans' perception of romantic relationships |
| title | Building a world for two : towards a shift in young Singaporeans' perception of romantic relationships |
| title_full | Building a world for two : towards a shift in young Singaporeans' perception of romantic relationships |
| title_fullStr | Building a world for two : towards a shift in young Singaporeans' perception of romantic relationships |
| title_full_unstemmed | Building a world for two : towards a shift in young Singaporeans' perception of romantic relationships |
| title_short | Building a world for two : towards a shift in young Singaporeans' perception of romantic relationships |
| title_sort | building a world for two towards a shift in young singaporeans perception of romantic relationships |
| topic | DRNTU::Social sciences::Communication |
| url | http://hdl.handle.net/10356/52947 |
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