Hard to Heart is a social change initiative started by 5 Communications and New Media students from the National University of Singapore.

1. HARD TO HEART
A Social Change Initiative for Elderly Hawker Cleaners

2. The CURSOR Team
Hard to Heart

3. The CURSOR Team
CLARE LOH
Project Manager
GOH WEI TING
Editor-in-Chief
TAN ZHI HAN
Creative Lead
ALAN LIN
Research Analyst
EVELYN LEO
Communications Manager
Team Members

4. Background
HAWKER CENTRES & ELDERLY CLEANERS

5. ~10,0000
Hawker centre
cleaners in SG
08 25
06
107
Markets and
hawker centres
managed by NEA in
SINGAPORE
$800-$900
AvERAgE pay of a
hawker cleaner
BACKGROUND
Hawker Centres in Singapore
8 hr
AvERAGE no. of
hours they work
each day
NO
TRADE UNION
REPRESENTATION
1972
To remove the itinerant
hawkers from the streets
ICONIC
PAST OF
SG

6. BACKGROUND
Hawker Centres in Singapore
Itinerant Street
Hawkers
Problems with
Unregulated
Street
Hawking
Moving into
markets and
shelters
CLEAN UP
OPERATION IN
SINGAPORE

7. 06
BACKGROUND
Hawker Centres in Singapore
Why are elderly hawker cleaners marginalised?
High Demand for
Hawker Centre
Cleaners
Low Supply of
Hawker Centre
Cleaners
Ageing Population
Compelled to Work
Lack of Skills/Knowledge

8. BACKGROUND
Hawker Centres in Singapore
Voiceless
Community
Low Social
Standing
Economic
Immobility
1
2
3

9. BACKGROUND
An Introduction

10. STUDY Design
UNDERSTANDING OUR ELDERLY HAWKER CLEANERS

11. STuDY DESIGN
Initial Themes
Deriving Initial Themes
Primary Research:
Preliminary Interviews with 18
participants
Secondary
Research:
Past reports published in newspapers,
websites of government agencies and
private cleaning companies.

12. STUDY DESIGN
Initial Themes: Primary Research
1 2
Long Working
Hours
Interviewees recognised that
elderly hawker centre
cleaners endured long
working hours doing back-breaking
work.
Underpaid
Feel that elderly hawker
centre cleaners were
underpaid considering the
hours and the nature of the
work
3 4
Service Taken
For Granted
Some feel that elderly hawker
centre cleaners endure a
thankless job, and can even
get into trouble if they offend
patrons
Sympathetic to
their plight
Feel sorry for them, but do
they do anything to make
their lives easier?

13. STUDY DESIGN
Initial Themes: Secondary Research
1 Low monthly
income 2
Work is
physically
demanding
3
Often
unappreciated
and mistreated
by patrons

14. STuDY DESIGN
Initial Themes
Primary Research Secondary Research
Came up with overlapping three themes

15. STuDY DESIGN
Uncovering Initial Themes
Voiceless
Community
Low Social
Standing
Economic
Immobility
Lack of representation by
union or NGO, hindering their
voice in the larger social
discourse
Patron-cleaner relationship
an asymmetrical one
Due to lack of educational
qualifications, age barrier to
employability, inaccessibility
to skills upgrading, and
financial difficulties.
1
2
3

16. Sampling
Venue: Random Sampling
Participants: Convenience &
Snowball Sampling
Interview
STuDY DESIGN
Research Process Framework
Quality
Interviews
Themed but
unstructured interviews
to encourage proactive
sharing of experiences
Post-Interviews
Cross-refer data to verify
thematic validity

17. STuDY DESIGN
Thematic Validity
Interview
Questions
Our interview questions were
centred around themes
raised in our preliminary
interviews (with friends and
family).
Elimination of Irrelevant Themes
Recognising that some themes might just be the
perception of patrons, through the interview
questions, themes can be rejected by the
interviewees (the elderly hawker centre
cleaners)
Confirmation of Present/New
Themes
Every elderly cleaner may have a unique set of
experiences and perspective, hence we sought
to identify recurring themes as well as to keep
an open mind to potential new themes that are
raised along the way.

18. STuDY DESIGN
Thematic Validity
Sought to validate through fur ther inter views
Constantly cross-refer ring these initial themes with the new data
Aimed to wor k towards hitting data saturation

19. DATA COLLECTION
INTERACTING WITH OUR ELDERLY HAWKER CLEANERS

20. DATA COLLECTION
Hawker Centres Overview
6
Hawker Centres
across
Singapore
2

21. DATA COLLECTION
Participants Overview
23
Participants
6
Hawker Centres
across
Singapore
8
Elderly Cleaners
2
Supervisors A Boss
12
Hawker Centre PATRONS

22. Ages ranging from
55 to 73
All ethnic Chinese
All married with the
exception of two female
cleaners
1
2
3
Ages ranging from 20 to 55
All ethnic Chinese with
the exception of one
Indian lady
1
2
Cleaners Patrons
Income level: above
$1000~ 4
Visits hawker centres 2
to 3 times a week 3
DATA COLLECTION
Participants Demographics
Ages ranging from
20 to 55

23. DATA COLLECTION
4-Step Approach
Locate the supervisor to ask for
permission
Recognising that the cleaning supervisors are
the gatekeepers to our target group, we had to
build relations and assure him of our intent.
1
Arranging the interview
Ascertain whether the timing is appropriate, or
when is a less-busy time to conduct the interview
2

24. DATA COLLECTION
4-Step Approach
3
4
Conducting the Interview
Explain the aim of our project.
Getting to know demographic data of the
interviewee first, instead of jumping straight into
the themed questions
Confirm responses and collect
contact details
Reassure of the intents of our project,
exchange contact details

25. Conceptualisation
of issues from
primary research
Dialogue with
elderly
cleaners –
validation and
emergence of
themes
Categorising
themes and
making sense
of issues
Balancing the
prevalence of
issues with
respective
stakeholders
Brainstorming
and discussion
of possible
solutions with
elderly cleaners
Collaboration
with media and
government
agencies
The Start
INTERVIEWS
DECODING
Stakeholder
analysis
Solutions ExtensionS
DATA COLLECTION
Timeline Summary

26. Findings
ANALYSING OUR FINDINGS

27. FINDINGS
Overview of Themes
Low social standing Economic immobility Voiceless community
LIMITED COMMUNICATION
.
CHANNELS
Conflict & friction
with colleagues
Lack of 2-way
communication
Lack of understanding Manpower issue
Tray return initiative Manpower issue Patrons’ behaviour Lack of understanding
Lack of
Communication
Lack of understanding Patrons’ behavioUr
1
2
3
4
5
6

28. FINDINGS
Salient Themes
Tray Return
Initiative
Manpower Issue
Lack of
understanding
STRUCTURAL CULTURAL
1
2
Lack of 2-way
Communication
Patrons’
behavioUr
1
2
3

29. Distinct lack of communication between cleaners and patrons
PATRONS
Patrons do not communicate with
the elderly hawker cleaners
because they do not see a
need.
Elderly hawker
cleaners
1 .
2
1 .
2 .
“No. Because I don’t know what to
say to them and don’t see the
reason why I should”
“No. No reason to. Just thank them
when they clear the tables”
“Cannot tell them off when they
make a mess, because they are
customers”
“So busy, no time to talk to them”
Elder hawker cleaners also do not
communicate with patrons
because of their subjugated
position, and also they are too
busy to communicate most of
the times.
FINDINGS
Theme #1: Lack of Communication

30. PATRONS
1. Most patrons do not understand the way a cleaner work
Patrons do not understand that
the cleaners have a certain
system to adhere to, and can’t
attend to them whenever they are
called.
Elderly hawker
cleaners
1 .
2
1 .
2 .
“I will call for the cleaner if my table
isn’t cleared”
“Ask the cleaner to attend to me
quickly”
“They keep calling but it’s not their
turn (for their tables to be cleared)
yet. There is an order that we must
follow ”
“They don’t understand I must
walk in a straight line, cannot
suddenly walk backwards. Other
people are waiting too.”
Cleaners agree with this situation
whereby patrons demand them to
clear their tables for them, but
they do not understand that
they must wait for their turn
because the cleaner needs to
clear other tables in the queue
first.
FINDINGS
Theme #2: Lack of Understanding

31. PATRONS
2. Most patrons do not understand the exact role of the cleaners
Patrons do not understand the
exact role of cleaners. In truth,
cleaners need to clear tables, wipe
tables, clear tray return, sort
crockery, and return to hawkers
etc.
Elderly hawker
cleaners
1 .
2
1 .
2 .
“Clear and wipe tables. Their job is to
keep the hawker centre clean”
“Need to ensure that there are clean
seats for patrons”
“They keep Uncle, Uncle! I tell them I
am only in-charge of tray return, then
they angry”
“They think we only need to clear the
tables. But we got more than one
job.”
Cleaners feel that they have many
more other responsibilities
that patrons do not see, hence,
misunderstanding can arise when
patrons ask them to clean the
tables and they reject them
because they can’t attend to them
FINDINGS
Theme #2: Lack of Understanding

32. PATRONS
3. Most patrons do not understand their role as patrons
Patrons do not understand that
apart from hawker cleaners, they
are also responsible for the
cleanliness of the hawker
centre.
Elderly hawker
cleaners
1 .
2
1 .
2 .
“It is their job to clear my tables, so
why should I do it”
“They will clear it for me anyway so I
don’t have to do it”
“Clearing their own trays will be
better. Less work altogether”
“Patrons should clear their own trays.
So that we don’t have to do double
work.”
Cleaners feel that patrons do not
understand that their involvement;
in returning their own trays, can
lighten the workload of the
cleaners.
FINDINGS
Theme #2: Lack of Understanding

33. PATRONS
Lack of patrons’ intention to return their own trays
Most patrons are aware of the Tray
Return Initiative but do not really
return their own trays.
Elderly hawker
cleaners
1 .
2
1 .
2 .
“Sometimes. Not really a culture yet,
so sometimes will forget”
“No. Because it is dirty, and if I do the
work of the cleaners, the elderly
cleaners will be out of job”
“Only around 40% will return their
own trays”
“Tray Return Initiative helps but most
people don’t return”
Cleaners agree that Tray Return
Initiative will help if all patrons return
their own trays, yet they observed
that the majority of patrons still do
not return their own trays.
FINDINGS
Theme #3: Lack of Intentions

34. Complexity
Of the
system
1
Power Of
The Elderly
cleaners
2
FINDINGS
Stakeholders Involved
Hawker
Centre
Hierarchy
NEA
Stall Owners
Cleaning Companies
Hawker Centre Cleaners
Elderly Hawker Centre Cleaners

35. Elderly Hawker
Cleaners Patrons employers Government
AGENCIES
FINDINGS
Stakeholders Involved
HAWKER CENTRE ECOSYSTEM

36. FINDINGS
Stakeholders Analysis
Patrons Cleaners EMPLOYERS GoVERNMENT
AGENCIES

37. Solutions
HELPING OUR ELDERLY HAWKER CLEANERS

38. Solutions
Summary of Issues
Lack of
Communication
Lack of
Understanding
Patrons’
Behaviour

39. Communication
Solutions
Solution Framework
ELDERLY HAWKER CLEANERS
need to communicate with patrons to create an understanding
HAWKER CENTRE
ECOSYSTEM
PATRONS
UNDERSTANDING
need to understand elderly hawker cleaners to initiate communication

40. Solutions
Project Bridge
TARGET AUDIENCE: 35 - 55 YEARS OLD

41. Entertainment
Education
Solutions
Solution Framework
ELDERLY HAWKER CLEANERS
need to communicate with patrons to create an understanding
HAWKER CENTRE
ECOSYSTEM
PATRONS
INFORMATION
CAMPAIGN
need to understand elderly hawker cleaners to initiate communication
MEDIA
OUTREACH
COMMUNITY
COLLABORATION
TOWNHALL
MEETINGS
PATRONS
Increase participatory component of campaign solutions

42. Solutions
An Overview
MEDIA
ADVOCACY
“A Day Without
Cleaners” - an
event where elderly
hawker cleaners are
situated only at the
tray return stations
and instructed not
to do anything apart
from clear stuff from
the stations. Patrons
are compelled to
clear their own trays
or that of others
from tables.
ENTERTAINMENT
EDUCATION
A series of short
films about the
lives of the elderly
hawker cleaners and
examples of
situations they face
daily.
The aim is to drive
the need to
understand our
cleaners and how
communication is
integral in building
mutual
understanding
COMMUNITY
COLLABORATION
INFORMATION
CAMPAIGN
Partner with NEA
and employers to
create viable
communication
channels for
elderly cleaners,
and show that all
stakeholders stand
to benefit and to
foster a
communicative
and
understanding
ecosystem
between patrons
and elderly cleaners
in hawker centres
Targeted at
patrons and based
on information
needs
communicated
by the elderly
cleaners

43. Solutions
An Overview
MEDIA
ADVOCACY
ENTERTAINMENT
EDUCATION
COMMUNITY
COLLABORATION
INFORMATION
CAMPAIGN
TOWN HALL MEETINGS
A town hall meeting to gather interested elderly cleaners
together to decide on the content of the collaterals of the
informational campaign for patrons.

44. Solutions
Media Advocacy
Framework of Media
Advocacy
MEDIA
ADVOCACY
Where
Hawker centres
Why
To create hype and awareness
that cleaners are important in the
hawker centre ecosystem, foster
understanding between patrons
and cleaners, and create
communication opportunities
When
During peak hours of hawker
centres
How
Pitch letters to the media (print,
radio, television) to cover the
event and solicit the
cooperation of hawker centres
and cleaners
“A Day Without Cleaners”

45. Solutions
Media Advocacy

46. Solutions
Media Advocacy
Potential News Angles
Event
Coverage
“Interesting ways to celebrate
Singapore’s 50th birthday –
participating in a social change
initiative”
Human
Interest
Food
Column
Special
Feature
“A day in the life of an
elderly hawker centre
cleaner”

47. Solutions
Media Advocacy
MEDIA LIST

48. Solutions
Entertainment Education
Social Cognitive Theory
ENTERTAINMENT
EDUCATION
Where
Traditional media channels
(Channel 5, Channel 8) &
uploaded onto YouTube
concurrently
Why
To create awareness of what the
cleaners' roles are, to create
awareness of what patrons' roles are,
to change patrons' attitudes
towards cleaner and to generate
willingness among patrons to
communicate with elderly hawker
cleaners to resolve future issues and
prevent further misunderstandings
When
Launched shortly after media
outreach so as to achieve
sustained awareness
and interest
How
Patrons will model their
behaviour accordingly to what
they observe from the characters
in the video
“Kampong”

49. Solutions
Entertainment Education
“Kampong” Trailer

50. Solutions
Entertainment Education
“Kampong” Storyboard

51. Solutions
Townhall Meeting
TOWNHALL
MEeting
Where
Hawker centres (after hours)
Why
• Empower the elderly cleaners by
giving them ownership over the
content
• Ensure that the campaign is
culturally relevant to the elderly
cleaners
When
Concurrent with media outreach and
television collaboration (to allow for
time to create collaterals)
How
• Town hall meetings will be held
periodically to evaluate the effectiveness
of the campaign and modify messages
as needed.
• Translators will be on hand to facilitate
• Guidelines for facilitators will be provided
Jacobson and Storey’ s
Framework of Participation

52. Solutions
Townhall Meeting
Guidelines
for Dialogue

53. Solutions
Information Campaign
INFORMATION
CAMPAIGN
Where
Hawker centres island-wide that
are managed by NEA
Why
• To promote understanding
on the patrons’ part.
• Helps promote salience of
the issues
When
2-3 times a year (as recommended
by the elderly cleaners we spoke
to)
How
• Using the information gathered
in the town hall meetings
• Using stickers, posters, tissue
packets distributed in the various
hawker centres

54. Solutions
Information Campaign
Tissue Packet Designs
Tissue Packet Front
#1
Tissue
Packets

55. Solutions
Information Campaign
Tissue Packet Designs
Tissue Packet Internal #1
#1
Tissue
Packets

56. Solutions
Information Campaign
Tissue Packet Designs
Tissue Packet Internal #2
#1
Tissue
Packets

57. Solutions
Information Campaign
Tissue Packet Designs
Tissue Packet Back
#1
Tissue
Packets

58. Solutions
Information Campaign
Table Stickers Designs
#2
TABLE
STICKERS

59. Solutions
Information Campaign
Table Stickers Designs
#2
TABLE
STICKERS

60. Solutions
Community Collaboration
COMMUNIty
Collaboration
Where
A physical or computer-mediated
platform for dialogue between
patrons and elderly hawker
cleaners
Why
• With communication, better
mutual understanding can be
established between the
stakeholders.
• Ensures long term sustainability
of the solutions
When
Following the launch of the
information campaign
How
By demonstrating that all stakeholders
stand to benefit from the opening
of communication lines and ensuring
that opportunities for communication
remain present
Andreasen’ s Framework of Barrier s
to Intervention Approach

61. Elderly Hawker
Cleaners Patrons employers Government
AGENCIES
SOLUTIONS
Community Collaboration
WIN-WIN SITUATION FOR

62. Solutions
Project Limitations
Buy In from stakeholders
Existing structural
limitations
i.e. contractual limitations;
space constraints
difficult to issue
targeted solutions
1
2
3
With mass communication, we
might be able to reach a large
audience, but it is difficult to
ensure that the solutions reach
the intended audience and
have the desired effects.
This is why constant
evaluation through public
surveys and regular town halls
with the cleaners is crucial for
the effectiveness of solutions
Evaluation
OF TACTICS

63. Reflections
FINAL THOUGHTS

64. REFLECtions
Usefulness of Website
Voices of
elderly
cleaners
Framework
for future
projects
1 2 media
3 resource

65. REFLECtions
Defining Participation
Identifying and
validating of issues
through dialogues
Sharing of findings
and garnering
further input
Sharing of solutions
and refining them
jointly
1
2
3
DEFINING
ELEMENTS OF
PARTICIPATION

66. Researcher vs.
practitioner
perspective
Lack of Time
Framework for
future
interviews
REFLECtions
Overall Reflection
FINAL
THOUGHTS
1
2
3
THE CURSOR Team

67. QUESTION & ANSWER
Thank You!