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dc.contributor.authorAw, Wendy Wen Ting
dc.contributor.authorCheng, Mark Chun Yeong
dc.contributor.authorChew, Eunice Yixian
dc.contributor.authorTan, Li Shan
dc.description.abstractThis paper presents the Youth Hawkerprise Campaign, the first-ever communication campaign in Singapore to encourage youths to join the hawker trade, organised by four final year students from the Wee Kim Wee School of Communication and Information. Targeted at youths aged 17-35, this campaign aims to raise awareness of the lack of youths in the hawker trade and challenge negative hawker stereotypes by utilising positive images and success stories of existing youth hawkers. Focusing on interactive platforms such as a photo exhibition and a workshop with networking opportunities, the campaign strives to provide opportunities for youths with the passion in culinary arts to consider the potential of honing their abilities and setting up a viable food business at a hawker centre. It seeks to keep the street food culture in Singapore alive and ensure that affordable dining will be available for generations of Singaporeans to come. This paper summarises the primary and secondary research that formulated key campaign strategies. It outlines the process from creative conception to execution of the campaign initiatives and examines the campaign’s tactical effectiveness through extensive evaluative measures. Evaluation includes pre- and post-campaign surveys, metrics from online and mass media publications, as well as an analysis of all media coverage. This report also provides future recommendations for the continuation of the campaign’s pioneering initiatives in the hawker industry. Detailed appendices that support the main text with precise graphs, tables and charts as well as original collateral designs are accompanied for further reference.en_US
dc.format.extent276 p.en_US
dc.rightsNanyang Technological University
dc.subjectDRNTU::Social sciences::Communication::Promotional communication::Communication campaigns,en_US
dc.titleYouth hawkerprise campaignen_US
dc.typeFinal Year Project (FYP)en_US
dc.contributor.supervisorMak Ka Ying Angelaen_US
dc.contributor.schoolWee Kim Wee School of Communication and Informationen_US
dc.description.degreeBachelor of Communication Studiesen_US
dc.contributor.supervisor2Liew, Kai Khiunen_US
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Appears in Collections:WKWSCI Student Reports (FYP/IA/PA/PI/CA)
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