V A L E R I E CECILIA
an aspiring media practitioner
#THATSWHY
The #THATSWHY campaign was a collaboration between my class and Singapore Kindness Movement (SKM), with the support of the Seed Kindness Fund. It was a student-initiated campaign that implemented social media to push out its message.
Through #ThatsWhy, we hoped to tell people about why locals and foreigners act, speak and think differently.
Ultimately, we wished to encourage a better understanding of our cultural differences among Singaporeans and our guest workers.
With the campaign, we wanted to ask our audience to embrace life in Singapore and live in unity.
Our two adorable mascots with little quotes from our newsmakers in sticker format. These stickers were included in every goodie bag we gave out to participants who completed our mini game with correct answers. Inside the goodie bag there was a button, notebook and tissues, kindly provided by SKM.
One of our most popular Facebook posts on a story of Kuswartini Darmani, an Indonesian domestic helper about her reasonings on preferring to hang out with her fellow Indonesians.
A summary of our top 3 posts on Facebook; we had overshot every goal we had for our social media platforms and did exceedingly well. Our posts reached many people.
With my #ThatsWhy social media team, I was in charge of Facebook. Together with Akansha, the both of us managed the #ThatsWhy Facebook page. Following a schedule my team and I came up with, I posted new content on the page and responded to comments. At the end of our campaign, Akansha and I evaluated and analysed the Facebook page. The results can be viewed in our wrap-up report.
Click on our Facebook page and Instagram page for #ThatsWhy to view more. We have individually managed all aspects of both social media platforms. If you'd like, feel free to share them with friends!
Click on the icons below to download a copy of our #ThatsWhy wrap-up slides, final report and social media strategy.