Please use this identifier to cite or link to this item:
https://hdl.handle.net/10356/73666
Title: | The standby collective : a communications campaign to encourage bystander intervention against sexual harassment on MRTs in Singapore | Authors: | Ho, Xin Er Chia, Lynn Jing Ying Tan, Hilary Hsin Ying Ng, Nowell Xin He |
Keywords: | DRNTU::Humanities | Issue Date: | 2018 | Abstract: | The Standby Collective is the first communications campaign in Singapore aimed at encouraging bystander intervention against sexual harassment (SH) on the Mass Rapid Transport (MRT). Targeted at public transport commuters (PTCs) aged 18- to 35-years-old, it aims to increase the rate of bystander intervention against SH on MRTs. This is achieved through improving PTCs’ confidence in identifying and intervening when witnessing SH. Key research findings show that bystanders fear misidentifying SH situations and are therefore afraid of taking inappropriate intervention. These insights help to shape the overall campaign strategy, which was executed in four phases – Catch, Connect, Convert, and Continue. Framed by the Theory of Planned Behaviour (TPB) and the Bystander Intervention Model (BIM), the campaign allowed PTCs to explore and practise intervention mechanisms in SH through creative avenues. The mixed-media tactics include: (1) Webisodes, (2) Interactive Theatre Workshops, (3) Print Collaterals, and (4) Information Portal. The campaign’s reach and impact were evaluated through post-campaign surveys, focus groups discussions and retention surveys. Campaign exposure resulted in significant improvement in Step 2 and Step 4 of the BIM, as well as the perceived behavioural control cosntruct of the TPB. The campaign also created real social impact as it had encouraged several SH victims to report their case or to seek counselling. Future campaigns can draw lessons from The Standby Collective and adapt strategies to improve bystander intervention behaviour, particularly for sensitive topics like SH. | URI: | http://hdl.handle.net/10356/73666 | Rights: | Nanyang Technological University | Fulltext Permission: | restricted | Fulltext Availability: | With Fulltext |
Appears in Collections: | WKWSCI Student Reports (FYP/IA/PA/PI/CA) |
Files in This Item:
File | Description | Size | Format | |
---|---|---|---|---|
SCI17020.pdf Restricted Access | Project Report | 83.65 MB | Adobe PDF | View/Open |
Page view(s) 10
322
Updated on Feb 24, 2021
Download(s) 10
103
Updated on Feb 24, 2021
Google ScholarTM
Check
Items in DR-NTU are protected by copyright, with all rights reserved, unless otherwise indicated.