STEP 1
CULTURE CENTRED APPROACH (CCA)
A Culture-Centered Approach (CCA) to social change was adopted to create participatory spaces that allows for dialogues, where the voices of marginalised migrant workers as well as cultural insiders that work closely with the community were amplified. Find out more about the approach here.
STEP 2
WORKING WITH HOME
The Humanitarian Organisation for Migration Economics (HOME) is a non-government organisation that supports, empowers and upholds the rights of migrant workers in Singapore.The team approached HOME to gain access to the migrant worker community due to its enduring expertise in advocacy and insider know-how in understanding issues faced by the migrant worker community. Find out more about our proposal here.
STEP 3
INTERVIEWS WITH MIGRANT & DOMESTIC WORKERS
To gain a more holistic picture of migrant worker populations’ displacement in mainstream society, seven migrant worker accounts (4 Foreign Workers and 3 Migrant Workers) were collected on top of expert opinions provided by 2 HOME professionals. Interviewees were brought through a Participant Information Sheet (PIS) that provided them with the details of the project,including their involvement in the project. Subsequently,they were asked to sign the PIS to provide consent for audio and/or video recordings.
STEP 4
KEY FINDINGS
Interviews were transcribed and subsequently coded to generate key themes. Pseudonyms were used to protect the identity of our participants. The following key themes were uncovered. However, a a key problem that was raised by participants was a problem of dehumanisation.
Sense of Helplessness
Structural & Enforcement
Methods of Empowerment
Dehumanisation
STEP 5
GOALS & OBJECTIVES
In line with our key findings, the team decided for our communication campaign to focused on fostering a welcoming work environment for migrant workers in Singapore. We developed the following objectives:
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Raise awareness on the plight of domestic and male migrant workers in Singapore amongst Singaporeans.
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To stimulate reflections and conversations on the rights of domestic and male migrant workers in Singapore amongst Singaporeans.
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To reduce prejudices against domestic and migrant workers in Singapore amongst Singaporeans.
STEP 6
OUR STRATEGY
As per our findings, for change to be enacted structurally, FDWs and migrant workers have to first be recognised and understood as fellow human beings. Therefore, inspired by the catch phrase “humor me”, the team coined “#HumanMe”, a tagline for our campaign, as a direct way to get our target audience to see the community of FDWs and migrant workers as humans, and not just workers. By contrasting their working experiences of most Singaporeans with that of migrant workers, the team aims to make use of the juxtaposition to provoke reflection, conversation and most importantly action, to enact change for migrant workers’ working conditions.
STEP 7
OUR TACTICS
The following tactics were executed to address the strategy. Click to find out more.