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dc.contributor.authorLow, Carrine Luyien_US
dc.contributor.authorCheong, Raphael Ning Xuanen_US
dc.contributor.authorNg, Fay Mui Khimen_US
dc.contributor.authorLim, Rachael Yan Yien_US
dc.identifier.citationLow, C. L., Cheong, R. N. X., Ng, F. M. K. & Lim, R. Y. Y. (2021). Made By Singapore : a communication campaign to raise awareness and foster support for Singapore's fashion and beauty brands. Final Year Project (FYP), Nanyang Technological University, Singapore.
dc.description.abstractThis paper presents Made By Singapore, a communication campaign aimed at raising awareness and fostering support for local fashion and beauty brands among undergraduates aged 19 to 25 from the Nanyang Technological University (NTU). Throughout the course of the campaign, Made By Singapore had successful collaborations with a total of 15 local fashion and beauty brands. The campaign was spearheaded by the Made By Singapore Ambassador Programme which involved 30 student ambassadors; and was supplemented by both social media content and media outreach. The campaign achieved its informational, attitudinal and behavioural objectives. Most significantly, as a result of the campaign, 69.7% and 42.7% of the target audience surveyed made at least one purchase from a local fashion brand and local beauty brand respectively. This paper will cover the campaign’s research, development, implementation, limitations, future directions and recommendations. A full list of documents and research data can be found in the appendices.en_US
dc.publisherNanyang Technological Universityen_US
dc.subjectSocial sciences::Communicationen_US
dc.titleMade By Singapore : a communication campaign to raise awareness and foster support for Singapore's fashion and beauty brandsen_US
dc.typeFinal Year Project (FYP)en_US
dc.contributor.schoolWee Kim Wee School of Communication and Informationen_US
dc.description.degreeBachelor of Communication Studiesen_US
dc.contributor.supervisor2Ferdinand de Bakkeren_US
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Appears in Collections:WKWSCI Student Reports (FYP/IA/PA/PI/CA)
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