REPUBLIC POLYTECHNIC
PUBLISHED ON INSTAGRAM, YOUTUBE
For my media practicum module, for 12 weeks we collaborated with Sun Yat Sen Nanyang Memorial Hall (SYSNMH - National Heritage Board) to work on a social media campaign to promote they're to grow youths’ interest in Chinese history and culture and bring light to the narratives in Gallery 3 and 4 of the memorial hall. As a class collectively, we came up with "Beneath the Surface", which had the same concept as Stranger things (At the time they had just released season 4 which was trending), as it was relatable and relevant to our target audience aged from 16 years old and above.
My role in this project was part of the admin and social media team for Public Relations.
Overview
Third-year Mass Communication students from Republic Polytechnic are working hand-in-hand with the Sun Yat Sen Nanyang Memorial Hall (SYSNMH) to launch a new campaign titled, “Beneath The Surface”, which will be running from July 25, 2022 to Aug 9, 2022.
Taking inspiration from the highly-raved Netflix Show, Stranger Things, the campaign represents how people’s current knowledge about Chinese history is just the tip of the iceberg and how there are far more interesting aspects to discover about Singapore’s Chinese heritage if one digs a little deeper.
“Beneath The Surface” aims to grow youths’ interest in Chinese history and culture and bring light to the narratives in Gallery 3 and 4 of the memorial hall. The campaign is made interesting through the incorporation of the “Stranger Things” theme where the visual design for the overall campaign will be split into two parts - The bottom takes reference from the “Upside Down” dimension which represents a parallel universe based on early Chinese cultures while the top represents our current modern-day universe. This will feature comparisons between certain aspects of our present life with the past.
This educates and brings a shocking factor to audiences on how different things were back then and showcases how much the world has advanced. It also gives audiences a glance on how rich our heritage and culture really are, showing how far this little red dot has developed.
Social Media &
PR
For Social Media and Admin Wise,
- I created the master calendar and social media calendar so that all of our assignments could align with the video and online activation timeline.
- I helped to create and edit some of the Instagram post captions.
- I created an Instagram filter which was used for us on-site and for the online live stream.
For PR Wise,
- I typed out the Press release for Radiate909 (which is a podcast-radio platform), to help us promote our campaign as we both had the same target audience.
- (On Radiate's side), I conducted and produced the interview for the national day special podcast with one of the head admins, to promote the campaign event day.