A World For Two: Towards a shift in young Singaporeans' perception of romantic relationships.
The Singapore Government has sought ways to strengthen the family unit and to renew the population. These issues have been framed and communicated as key priorities in the national agenda. To address these issues, the government has been urging its citizens to get married and have more children in order to tackle the problems of an aging population and a declining birth rate. They have even taken measures to encourage young adults to date by setting up the Social Development Unit (SDU) in 1984.
Despite SDU's efforts, we have noticed that Singaporeans have not been keen to adopt the Government's approach in meeting potential life partners. SDU seems to be missing the mark in their attempts to encourage family building and have not been successful in engaging their target audience. They feel that Singaporeans have a negative perception of SDU, viewing its program as an invasion of privacy and an overstep of the government's role in their personal lives. They also believe that the government's positivistic approach to this cause has mostly undermined it.
Roshilah Bte Atan, Leonard How Jun Quan, Celine Tan Ru Ping and Agung Santoso Ongko seek to offer an alternative to the Singapore government's efforts to better address the issues of late marriage and declining birth rates by devising an interactive communication campaign that would encourage and help singles forge positive relationships. Their campaign was built around key messages that address concerns, challenges, and barriers that their target group faces in dating and building enduring relationships. Instead of employing an instructive, top-down approach, they created multiple platforms for conversations and interaction to inspire and empower to build, nurture, and sustain loving relationships.
Some 400 undergraduates aged between 19 to 25 from the National University of Singapore, Nanyang Technological University, Singapore Management University and SI University were asked what was most important to them and romance wasn't anywhere on top of their minds. Although a staggering 90% agree that a relationship provides emotional support, and 70% said being in one is a good thing, their survey found that six in 10 respondents are not in a relationship. Of these, seven in 10 have no plans to actively pursue one. 35% would start looking for a partner only after establishing their career. While 38% could not decide, only one in four would not wait to build a relationship.
Shown here a newspaper clip that appeared in front page of the Home section in The Straits Times, the front page of the Chinese section of MyPaper and unexpectedly, on the World news section of Malaysian daily, The Star. In addition, the campaign was featured in the weekday hour-long program Between Us on 938 Live, and the weekly program On The Red Dot on Channel News Asia and MediaCorp Channel 5 in early April. Coverage clips were also generated in local Chinese language dailies, on English and Malay radio talk shows, and top-tier websites like Asiaone.com, STOMP and Omy.sg (http://yzone.omy.sg/index.php?articleID=21992&option=com_article&cid=144&task=detail). All together, the campaign received a total of 27 print, broadcast and online coverage. For more go to www.aworldfortwo.sg or Facebook at facebook.com/AWorldforTwo.sg
A World For Two
Appearing in My Paper English edition.
A World For Two
The student's final year campaign for The World of Two was also reported in both My Paper Chinese and English editions on March 5, 2013.
Makan Mantra 2013
Glenda Tang Ying Ying, Isabelle Lim Qian Hui, Rachel Lim Hui Ping and Willy Beh Wei Hong investigated food consumption in Singapore which revealed a lack of emphasis on the reduction on the food wastage. This social initiative was the first of its kind to tackle food waste reduction by working with food and beverage businesses. A total of 13 F&B partners adopted and promoted simple methods to prevent food waste during meals. It was the brainchild and final year project of four final year students from the Wee Kim Wee School of Communication and Information at Nanyang Technological University. A co-supervision with Mr Tim Clark as the main supervisor, the undergraduate students planned and executed a campaign that consisted of three phases: 1) Education 2) Promotion of the event week 3) Event Week.
On March 18, 2013 a Makan Day Forum was held at the Cube, Asia Square, 8 Marina View Tower 1 in downtown Singapore where exhibitions, panel discussion, and live cooking demonstration aimed at raising awareness about food wastage was held ("Makan" is a Malay word for eat). The students believe that big changes start small and it began with us practicing the eight mantras when we dine out.
They are:
- ARE YOU A S/M/L
We can opt for a smaller portion if we know that the serving size will be too big.
- BE ORIGINAL
We can customize our order by removing or replacing ingredients we don't or can't eat.
- FILL YOUR STOMACH NOT YOUR PLATE
Although we may fancy everything on the menu, we should avoid stuffing ourselves by finishing what is on the plate first.
- ASK THE WAITER
When we are not sure about our dish and what goes into it, we should clear our doubts with the waiter.
- SLOW AND STEADY WINS THE RACE
Because it takes 20 minutes for the brain to register that we're full, we should pace ourselves and we should only order more if we need to.
- APPRECIATE THE LITTLE THINGS IN LIFE
While side dishes may be small, they are still food so we should not forget to finish them.
- DON'T SHY SHY
Food we can't finish should never go to waste. Box it, wrap it or pack it all up!
- BE THE CHANGE
Practice the mantras and take the first step towards reducing food waste because it starts with you.
Makan Mantra 2013
Shown here is a clip from Singapore's Lianhe Zhaobao on March 27, 2013.
Select below to view my students' awards as well as their creations from Nanyang Technological University, Texas Tech University, and Southern Arkansas University.
