Playtime : the games we used to play campaign

Abstract

This paper presents a heritage-themed communication campaign, Playtime: The Games We Used to Play, an initiative spearheaded by four final year students at Nanyang Technological University’s Wee Kim Wee School of Communication and Information. The campaign aimed to nurture the next generation of heritage advocates through the provision of additional avenues for children to learn about Singapore’s heritage. Children aged 7 to 12 were the campaign’s primary target audience, with their parents making up the secondary target audience. To achieve the campaign’s objectives, the team engaged in extensive formative research, such as quantitative pre- campaign survey, in-depth interviews with experts and qualitative focus group discussions. All of these provided a substantial understanding of the local heritage landscape as well as the target audiences, which enabled us to formulate sound campaign communication strategies and tactics to reach out and engage our target audiences at the grassroots level. The campaign’s overall success and effectiveness were then assessed using both quantitative and qualitative measurements, including a post-campaign survey, analysis of media coverage, and metrics from on-the-ground and online communication efforts. The report concludes with a self-evaluation of our team’s efforts and considers several recommendations for future extensions of the campaign. The supplementing appendices contain detailed documents of our research, original campaign collaterals, photographs and diagrams of our campaign.