Another angle : a campaign to reduce xenophobic sentiments towards low-wage migrant workers among Singaporeans
This paper details the social campaign, AnOther Angle, that aims to reduce xenophobic sentiments among Singaporeans towards low-wage migrant workers (hereby abbreviated as LWMWs). The campaign aims to do this by encouraging interaction with LWMWs through sports and emphasising the perspective tha...
| Principais autores: | , , , |
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| Formato: | Final Year Project (FYP) |
| Idioma: | English |
| Publicado em: |
2015
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| Assuntos: | |
| Acesso em linha: | http://hdl.handle.net/10356/63609 |
| _version_ | 1826118891229675520 |
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| author | Chin, Claire Ying En Noreen Mohammad Kang, Tammie Zi Ying Wong, Yun Lum |
| author2 | Ferdinand de Bakker |
| author_facet | Ferdinand de Bakker Chin, Claire Ying En Noreen Mohammad Kang, Tammie Zi Ying Wong, Yun Lum |
| author_sort | Chin, Claire Ying En |
| collection | NTU |
| description | This paper details the social campaign, AnOther Angle, that aims to reduce
xenophobic sentiments among Singaporeans towards low-wage migrant workers (hereby
abbreviated as LWMWs). The campaign aims to do this by encouraging interaction with
LWMWs through sports and emphasising the perspective that we are all equals. AnOther
Angle was organised by four final-year students from the Wee Kim Wee School of
Communication and Information at Nanyang Technological University.
The primary target audience comprised of youths aged 21 to 35, as this group is
highly engaged in social activism. As they are avid consumers of social media content, a
large part of the campaign’s tactics were focused online. This campaign is the first of its kind
as it tackles the issue of xenophobia and uses sports as a medium to encourage interaction
between Singaporeans and migrant workers.
The campaign was successful in reducing xenophobic sentiments by an average of
53%, higher than the original goal of 40%. Additionally, the social media aspect attained
virality and a high amount of media interest. Overall, the sports events proved that sports is
an effective medium at encouraging interaction fostering teamwork, therefore a useful
medium to reduce xenophobia toward LWMWs.
This report comprises insights based on our primary and secondary research that
formed the basis of the campaign’s strategies. It details the creative thought process from its
planning to the execution. This is accompanied by in-depth analysis to measure the
effectiveness of the various campaign tactics. Supporting the text is an appendices section
that provides additional reference with original documents, collateral designs, survey results
and media clippings. |
| first_indexed | 2024-10-01T04:50:57Z |
| format | Final Year Project (FYP) |
| id | ntu-10356/63609 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T04:50:57Z |
| publishDate | 2015 |
| record_format | dspace |
| spelling | ntu-10356/636092020-07-15T08:12:56Z Another angle : a campaign to reduce xenophobic sentiments towards low-wage migrant workers among Singaporeans Chin, Claire Ying En Noreen Mohammad Kang, Tammie Zi Ying Wong, Yun Lum Ferdinand de Bakker Lee Chun Wah Wee Kim Wee School of Communication and Information DRNTU::Social sciences::Communication This paper details the social campaign, AnOther Angle, that aims to reduce xenophobic sentiments among Singaporeans towards low-wage migrant workers (hereby abbreviated as LWMWs). The campaign aims to do this by encouraging interaction with LWMWs through sports and emphasising the perspective that we are all equals. AnOther Angle was organised by four final-year students from the Wee Kim Wee School of Communication and Information at Nanyang Technological University. The primary target audience comprised of youths aged 21 to 35, as this group is highly engaged in social activism. As they are avid consumers of social media content, a large part of the campaign’s tactics were focused online. This campaign is the first of its kind as it tackles the issue of xenophobia and uses sports as a medium to encourage interaction between Singaporeans and migrant workers. The campaign was successful in reducing xenophobic sentiments by an average of 53%, higher than the original goal of 40%. Additionally, the social media aspect attained virality and a high amount of media interest. Overall, the sports events proved that sports is an effective medium at encouraging interaction fostering teamwork, therefore a useful medium to reduce xenophobia toward LWMWs. This report comprises insights based on our primary and secondary research that formed the basis of the campaign’s strategies. It details the creative thought process from its planning to the execution. This is accompanied by in-depth analysis to measure the effectiveness of the various campaign tactics. Supporting the text is an appendices section that provides additional reference with original documents, collateral designs, survey results and media clippings. Bachelor of Communication Studies 2015-05-15T08:12:14Z 2015-05-15T08:12:14Z 2015 2015 Final Year Project (FYP) http://hdl.handle.net/10356/63609 Videos-DRNTU/sci_fyp_15/AA_Ep_1_sg_react_p1_final.wmv Videos-DRNTU/sci_fyp_15/AA_EP_2_foreign_workers_react_to_SINGAPOREANS_final.wmv Videos-DRNTU/sci_fyp_15/AA_EP_3_fw_and_their_feelings_on_Singapore_final.wmv Videos-DRNTU/sci_fyp_15/AA_EP_4_SG_reacts_final.wmv Videos-DRNTU/sci_fyp_15/AA_Ep_5_MJMW_photog_final.wmv Videos-DRNTU/sci_fyp_15/AA_Ep_6_MJMW_Kabaddi_final.wmv Videos-DRNTU/sci_fyp_15/AA_Ep_7_sports_exchange_final.wmv en Nanyang Technological University 283 p. application/pdf text/html text/html text/html text/html text/html text/html text/html |
| spellingShingle | DRNTU::Social sciences::Communication Chin, Claire Ying En Noreen Mohammad Kang, Tammie Zi Ying Wong, Yun Lum Another angle : a campaign to reduce xenophobic sentiments towards low-wage migrant workers among Singaporeans |
| title | Another angle : a campaign to reduce xenophobic sentiments towards low-wage migrant workers among Singaporeans |
| title_full | Another angle : a campaign to reduce xenophobic sentiments towards low-wage migrant workers among Singaporeans |
| title_fullStr | Another angle : a campaign to reduce xenophobic sentiments towards low-wage migrant workers among Singaporeans |
| title_full_unstemmed | Another angle : a campaign to reduce xenophobic sentiments towards low-wage migrant workers among Singaporeans |
| title_short | Another angle : a campaign to reduce xenophobic sentiments towards low-wage migrant workers among Singaporeans |
| title_sort | another angle a campaign to reduce xenophobic sentiments towards low wage migrant workers among singaporeans |
| topic | DRNTU::Social sciences::Communication |
| url | http://hdl.handle.net/10356/63609 |
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