#6: First Steps

After identifying key themes that emerged from preliminary interviews with our participants, our next step was to create a communication plan that would address these problems identified.

YOUth Matter is a communication campaign aimed to spark a conversation about the plight of underprivileged youth in Singapore with an understanding of poverty as a structural problem and not an individual problem - often presented so in media. Through a Culture-Centered Approach, the communication campaign will take a two-pronged approach targeting both the underprivileged youth and members of society, comprising two key strategies: (1) to engage with the public about the plight of underprivileged youth in Singapore and (2) to engage with the underprivileged youth.

YOUth Matter emphasises the importance to hear from underprivileged youth.

#5: Key Themes

From our initial interviews, 4 main themes emerged.

1. Financial Assistance

While all our participants were already receiving some form of assistance under at least one government scheme, they all indicated they did not know what assistance was available to them or where to go to receive these information. They were only aware of short-term financial schemes from schools, such as bursaries and financial assistance schemes (FAS) since those were more heavily publicised.

Problem: Information asymmetry when it comes to available assistance.

2. Emotional Support

4 of 5 participants said they did not have anyone to turn to for emotional support when faced with stress at work and at school. Some reasons cited were distant relationships within one's family and the reluctance to share sensitive information with friends.

Problem: Lack of emotional support.

3. Difficulties juggling studies and work

Most of these underprivileged youth spend their free time working or searching for work, making it difficult to cope with both studies and work. Since time outside classes is spent on work, these youth found it difficult to afford time to study and often find themselves trying to catch up with their classmates. Tuition is often not considered due to its high cost and time-consuming nature. One participant mentioned that the school does not provide enough support for students who need additional help.

Problem: Lack of infrastructure in place to help working students with their studies.

4. Owned smartphones

An interesting observation made in speaking with these underprivileged youths was that they all owned smartphones with access to internet, providing us with a potential platform to reach out to underprivileged youth through an online communications campaign.

These key themes formed the basis for which our group crafted our communications campaign. Click here to read about more Youth matters!

#4: Their Stories Part 2

Wrong Company //

Vivian started working at the age of 14 where she met her first boss who was her martial arts coach. Apart from teaching youths, he also owned a hawker stall where he offered Vivian a part-time job to help her cope with her financial issues at hand. Vivian braved roaches and rodents in the wee hours of the mornings cleaning his hawker stall.

She needed all the extra help she could get as her family’s health started to deteriorate. Her father who now can no longer see is unable to provide for the family while her mother is fighting her own battle with cancer. Vivian being the oldest of the siblings decided she was the only one who was capable enough to help the family out.

While money was the main issue, Vivian had tough times finding friends or good people who she could lean on. She shared that she met friends who would steal her money or make use of her as she had an income among her friends. Teachers and adults felt that her problems were not good enough excuses for her absence or lacklustre work at school. She feels that her financial status is parallel to her social status and influence of friends in the community.