Building a world for two : towards a shift in young Singaporeans' perception of romantic relationships

This paper presents “A World for Two”, a public communication campaign by four final-year undergraduates from the Wee Kim Wee School of Communication and Information. The campaign set out to inspire and empower Singaporean undergraduates to build, foster and sustain healthy romantic relationships, and it did so with particular focus on communicating the value of such a relationship in enabling personal growth. This is in response to extensive survey findings, duly discussed here, that point to a conflict between Singaporeans’ pragmatic priorities and instinctive desire for love. The literature review therefore looks into population trends and patterns that are changing people’s life values and priorities, while the rest of the report is dedicated to explaining the strategic campaign initiatives used to foster reflection and discussions on the issue. The campaign’s effectiveness is then assessed through qualitative and quantitative evaluation of media coverage and audience’s level of engagement. Finally, the campaign’s limitations are discussed and recommendations for future campaigns that seek to touch on more abstract social, moral and spiritual issues are provided.Bachelor of Communication Studie