Homemade (cook it or lose it) : a social culinary campaign encouraging youths to appreciate and learn their family dishes
Homemade Singapore is a social culinary campaign encouraging youths to appreciate and learn their family dishes. The campaign was initiated by four final year students from Nanyang Technological University, from the Wee Kim Wee School of Communication and Information. Research have shown that adult...
| Main Authors: | , , , |
|---|---|
| Other Authors: | |
| Format: | Final Year Project (FYP) |
| Language: | English |
| Published: |
2016
|
| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/66880 |
| _version_ | 1811686783277072384 |
|---|---|
| author | Mohamed Haikel Aziz Tai, Wei Jie Wong, Sheena Xin Jie Wong, Wen Bin |
| author2 | Kai Tamin Goh |
| author_facet | Kai Tamin Goh Mohamed Haikel Aziz Tai, Wei Jie Wong, Sheena Xin Jie Wong, Wen Bin |
| author_sort | Mohamed Haikel Aziz |
| collection | NTU |
| description | Homemade Singapore is a social culinary campaign encouraging youths to appreciate and learn their family dishes. The campaign was initiated by four final year students from Nanyang Technological University, from the Wee Kim Wee School of Communication and Information.
Research have shown that adults in their 30s to 40s regret not learning their family dishes and at that point it may be too late to do so. Therefore, the target audience of this campaign are youths aged 18 to 25 years old, classified as emerging adults, who are in their final formative years and are at the right age to learn their family dishes before it is too late.
With a strong narrative strategy employed through the digital and physical landscape, the campaign created an awareness on the loss of family dishes and the need to take action to preserve one’s family dishes. Complementing the narratives, the empowerment strategy equipped participants with the skills and knowledge needed through workshops and resources to lower the learning curve and increase motivation. Subsequently, successful behavior adoption was documented as part of the campaign’s publication.
The report consists of both primary and secondary research, as well as the theoretical frameworks used to construct and guide the campaign strategies and tactics. The tactics employed are discussed and appraised based on the objectives set for the campaign. Beyond that, campaign limitations are also explored as well as recommendations for future sustaining efforts.
Campaign collaterals, samples, charts, tables and original documents are included in appendices for reference. |
| first_indexed | 2024-10-01T05:05:54Z |
| format | Final Year Project (FYP) |
| id | ntu-10356/66880 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T05:05:54Z |
| publishDate | 2016 |
| record_format | dspace |
| spelling | ntu-10356/668802019-12-10T11:48:03Z Homemade (cook it or lose it) : a social culinary campaign encouraging youths to appreciate and learn their family dishes Mohamed Haikel Aziz Tai, Wei Jie Wong, Sheena Xin Jie Wong, Wen Bin Kai Tamin Goh Wee Kim Wee School of Communication and Information DRNTU::Humanities Homemade Singapore is a social culinary campaign encouraging youths to appreciate and learn their family dishes. The campaign was initiated by four final year students from Nanyang Technological University, from the Wee Kim Wee School of Communication and Information. Research have shown that adults in their 30s to 40s regret not learning their family dishes and at that point it may be too late to do so. Therefore, the target audience of this campaign are youths aged 18 to 25 years old, classified as emerging adults, who are in their final formative years and are at the right age to learn their family dishes before it is too late. With a strong narrative strategy employed through the digital and physical landscape, the campaign created an awareness on the loss of family dishes and the need to take action to preserve one’s family dishes. Complementing the narratives, the empowerment strategy equipped participants with the skills and knowledge needed through workshops and resources to lower the learning curve and increase motivation. Subsequently, successful behavior adoption was documented as part of the campaign’s publication. The report consists of both primary and secondary research, as well as the theoretical frameworks used to construct and guide the campaign strategies and tactics. The tactics employed are discussed and appraised based on the objectives set for the campaign. Beyond that, campaign limitations are also explored as well as recommendations for future sustaining efforts. Campaign collaterals, samples, charts, tables and original documents are included in appendices for reference. Bachelor of Communication Studies 2016-05-03T07:09:26Z 2016-05-03T07:09:26Z 2016 Final Year Project (FYP) http://hdl.handle.net/10356/66880 en Nanyang Technological University 184 p. application/pdf |
| spellingShingle | DRNTU::Humanities Mohamed Haikel Aziz Tai, Wei Jie Wong, Sheena Xin Jie Wong, Wen Bin Homemade (cook it or lose it) : a social culinary campaign encouraging youths to appreciate and learn their family dishes |
| title | Homemade (cook it or lose it) : a social culinary campaign encouraging youths to appreciate and learn their family dishes |
| title_full | Homemade (cook it or lose it) : a social culinary campaign encouraging youths to appreciate and learn their family dishes |
| title_fullStr | Homemade (cook it or lose it) : a social culinary campaign encouraging youths to appreciate and learn their family dishes |
| title_full_unstemmed | Homemade (cook it or lose it) : a social culinary campaign encouraging youths to appreciate and learn their family dishes |
| title_short | Homemade (cook it or lose it) : a social culinary campaign encouraging youths to appreciate and learn their family dishes |
| title_sort | homemade cook it or lose it a social culinary campaign encouraging youths to appreciate and learn their family dishes |
| topic | DRNTU::Humanities |
| url | http://hdl.handle.net/10356/66880 |
| work_keys_str_mv | AT mohamedhaikelaziz homemadecookitorloseitasocialculinarycampaignencouragingyouthstoappreciateandlearntheirfamilydishes AT taiweijie homemadecookitorloseitasocialculinarycampaignencouragingyouthstoappreciateandlearntheirfamilydishes AT wongsheenaxinjie homemadecookitorloseitasocialculinarycampaignencouragingyouthstoappreciateandlearntheirfamilydishes AT wongwenbin homemadecookitorloseitasocialculinarycampaignencouragingyouthstoappreciateandlearntheirfamilydishes |