The turntable tribe: a communications campaign to raise awareness about the effects of excessive fast furniture consumption and encourage environmentally sustainable shopping habits among homeowners

The Turntable Tribe is a communications campaign that aims to raise awareness about the effects of excessive fast furniture consumption and encourage environmentally sustainable shopping habits among homeowners. As the least-recycled household item, furniture is the second largest contributor to urban waste, with 12 million tons of furniture being thrown out each year in the US alone. With the furniture industry estimated to grow 18.35% by 2025 in Singapore, more furniture waste is being generated, posing an environmental threat in the long run. While the government implements initiatives to help furniture retailers move towards sustainable processes, it is important that consumers are also made aware of these practices and alternatives. Based on formative research, we found that our target audience are unaware of such alternatives and retailers in Singapore. In a bid to address this gap, The Turntable Tribe used a three-pronged approach: Reinforce, Redefine and Reimagine to outreach to consumers through a hybrid of digital and physical activations. This includes multiple collaborations with industry key players, social media collaterals, PR efforts, and multiple ancillary events. Guided by the Theory of Planned Behaviour, these efforts were targeted to increase Perceived Behavioural Control and Social Norms, in turn increasing behavioural intention. The campaign met all impact objectives and behavioural intention had a significant increase by 24.5%. The Turntable Tribe also received significant traction, with a total of $565,200 in PR Value. This paper presents an analysis of the campaign’s research, strategy, execution and evaluation.Bachelor of Communication Studie