Makers of Singapore : celebrating local craftsmanship

This report presents the strategic communication campaign ‘Makers of Singapore’, an initiative to promote local independent craft businesses, led by four final year undergraduates from the Wee Kim Wee School of Communication and Information at Nanyang Technological University. Inspired by the Makers’ Movement overseas, the team looked into the local crafting scene. After speaking to many makers and consumers, the initial response was unexpected. Despite a growing interest in independent labels, local independent brands are still not receiving the recognition due. With this realisation, the team embarked on a journey to investigate the reason behind the lack of support and to eventually to bridge the gap with a communication campaign, titled Makers of Singapore. Using storytelling to fuel the campaign, Makers of Singapore aimed to raise awareness levels of local independent craft businesses, generating appreciation for locally made products and rally support from Singaporeans, mainly aged 21-30. This report outlines the formative research done by the team through primary and secondary sources as a basis for forming the campaign strategies, followed by a detailed plan of the campaign’s execution. The campaign’s effectiveness is also carefully evaluated and discussed using pre- and post- surveys, online and offline metrics, and analysis of media coverage. Last, we will cover the limitations of the campaign and also provide future directions and recommendations. Appendices at the end will complement the report with charts, photographs, clippings, for further reference.Bachelor of Communication Studie