Portfolio of Muhaymin Hussein

ART CTITIQUE
Artist: Dawn Ng
Title: Mirror Mirror (48 Circuit Road)
Year: 2010
Medium: Photograph (80 x 117 cm)
Nostalgia washed over me when I first caught glimpse of “Mirror Mirror (48 Circuit Road)”. It was
then, I was first introduced to “Walter”.
The piece exemplifies the ingenious use of an unfamiliar and misplaced subject to focus attention to,
ironically, a sight that is familiar in the hearts of Singaporeans.
The focal point of the photograph may serve to mislead.
One may suggest that it would be “Walter” itself. “Walter’s” positioning in the centre of the photograph
seems to suggest that “Walter” is static and contented to be and stay in that position. “Walter” is
impossible to miss and is the first thing you would notice.
On the flipside, it could also be perceived that “Walter” is merely demanding your attention so you can
take a closer look at its surroundings. “Walter” almost begs you to re-examine the photo.

The title of the piece has been borrowed from the classic children’s tale, “Snow White” and “Walter” is
reciting those famous words to find out who deserves the viewer’s attention, him or his surroundings.
This photograph is an ingenious way of focusing attention to local sights and scenes that are
disappearing in today’s changing landscape. We have taken these for granted and the artist has cleverly
used an extremely out-of-place subject to make people sit up and take notice.
The artwork was produced in 2010, a point in time where development in Singapore is in overdrive. A
fair bit of Singapore’s heritage has fallen victim to this endless pursuit. Take the case of Bukit Brown
Cemetery under threat for example.
The artist has been very creative with her use of “Walter” to showcase Singapore as more than just a
“World Class City”. It is first and foremost a home and this artwork serves as a reminder to us to
treasure the present, before it becomes, a past.

GAMING REVIEW
Mass Effect 3
The Reapers are back
By Muhaymin Hussein
Not since the release of Starcraft 3 has there been so much hype
about a game but such has been the anticipation of BioWare’s
culmination of the sci-fi RPG trilogy of the Mass Effect
franchise. Its predecessors, Mass Effect and Mass Effect 2, are
highly rated as being amongst the best games ever made and in
many ways, Mass Effect 3 has exceeded the expectations as
being a worthy successor to close the chapter on one of the most-
loved gaming franchise in history, despite its imperfections. Published by: Electronic Arts
Developed by: BioWare
Genre: RPG
Number of Players: 1-4
Players reprise the role of Commander Shepard, the hero (or heroine) who had tried to warn the
Galactic Council about the existence of the Reapers, a race of synthetic beings who are bent on wiping
out the existence of all organic life every 50, 000 years. At the beginning of the game, the end of the
current cycle is nearing, the Reapers are approaching and time is running out, fast.
The human race isn’t nearly strong enough to oppose the Reapers on their own so it is up to you to get
all the different races, which aren’t exactly chummy, allied in order to combat the Reapers as a united
unit.
Shepard’s melee ability
Being able to achieve these feats of diplomacy will decide how
successful you are in the game. The mechanics of the game still
revolves around the decision you make as it will decide the
game’s outcome.

The degree of success will depend heavily on the level of Galactic Readiness that you can achieve, by
collecting War Assets such as soldiers, ships and technology, a welcome and refreshing feature to the
franchise.
The Good
BioWare has been wildly successful in enticing newcomers to the franchise with a storyline that allows
anyone new to the game, to jump right in and not feel lost. The brief flashbacks in the beginning of the
game bring you up to speed on what happened in the first 2 instalments.
A new feature welcome to most players would be the enhanced weapon customization that allows you
to increase accuracy, damage or even maximum ammunition capacity through the use of different
modifications that you can unlock in-game or purchase in the store. You can even unlock different
types of ammunition such as Cryo ammo, that freezes your target or you can choose to set your
enemies ablaze with the Inferno ammo.
The character class system also allows you to choose a style of play that suits your own. From
sneaking around in the shadows as an Infiltrator or if you prefer being “in-your-face” as a Vanguard,
you can adopt a class that best matches your playing style.
In game, returning players can immediately experience minor changes such as the ability to jump or
roll around that was missing in Mass Effect 2. Mass Effect 3 also provides players with the ability to
fight from or get shot at from elevated levels, thus forcing players to rethink strategies in order to
survive a fire fight.
The multiplayer system allows players to play cooperatively to survive waves of enemy onslaught.
This adds a new dimension to the franchise that is certainly fresh and will provide players with endless
hours of button mashing

The Not-so-good
The side quests in Mass Effect 3 are less than
interesting, thus spending the 30-40 hours required to
complete everything in the game is made a tad bit
uninteresting. You can pick up a bunch of side quests
just by listening in to conversations at specific
locations, but without real direction as to what you are
required to achieve.
Strategies will decide your survival
Earning in-game credits through the multiplayer system can be frustrating as well. For some reason,
BioWare decided to only award credits if players are able to reach levels in the multiple of 3. In other
words, your team only earns credit if your team manages to beat levels 3, 6 or 9. Also, if the host of the
multiplayer game drops, the entire earnings, both experience and credits, are effectively lost.
Conclusion
All things considered, Mass Effect 3 is an absolutely
worthy conclusion to the Mass Effect trilogy, one that
successfully closes the curtain on a much-loved
franchise but still leaves gamers wanting more. Not
only does it look and feel polished its ability to tell a
compelling tale is its true strength. Mass Effect 3: A feather in the cap
BioWare’s sheer audacity to attempt something like the Mass Effect 3 franchise should be given
recognition and although on its own, Mass Effect 3 isn’t the best game you ever played, it surely will
be a topic for conversations for quite a while.

FEATURE #1
Preparing Your Child for Primary One : A Practical Guide by
Teachers
8 great tips shared by the experts who matter, your child’s teachers
By Muhaymin Hussein
Every parent wants the best for their child
and making sure that the little ones are
prepared for the transition from kindergarten
to primary school is usually first and
foremost on the to-do list.
But did you know that many parents may
end up doing more harm than good in their zealousness to equip the child with the
right tools for that first day? Sometimes, it’s something that the parent isn’t doing
that’s putting the child at a disadvantage.
Here are 10 practical tips that every parent should know before sending the little
trooper off to primary school:
Tip #1: Ditch the trolley bag
The emergence of the trolley bag has caught many educators by surprise.
The concern of a child carrying a heavy load of books has probably spurred
parents to jump on the bandwagon but teachers are not convinced.
Mdm Hariati, a teacher for 10 years, says, “It might look like a good idea
to equip your child with a bag that he can pull along. That is until your
child encounters the flight of stairs that he has to climb to reach his
classroom. Many children end up struggling with the trolley bag. Instead,
get an ordinary but durable haversack for your child.”
Tip #2: Provide the right type of stationary
Many parents are guilty of going overboard when equipping
their child with stationary. What they do not know is that,
especially at Primary One, less is more. By overloading their
pencil cases with unnecessary stationary, you are giving your
child more reasons to get distracted during lessons. All your
child needs in his pencil case are pencils, preferably non-
mechanical, a ruler and a dustless eraser.

Ms Goh Qiumei, a Primary One teacher, explains. “A child at that age usually does not have the
necessary psycho-motor skills to handle a mechanical pencil, especially when reloading it with very
fine pencil lead. They will end up wasting more time fumbling with it. Instead, just use the traditional
2B pencils but if parents insist on mechanical pencils, train your child to handle them.”
Tip #3: Train them to organise their work
“Every child can be trained to organise their books and school
work!” insists Ms Dorling Tan, a lower primary teacher of 5
years’ experience.
Provide them with a system of organising worksheets either by
using a compartmental file with different sections or provide them
with different coloured files to organise their worksheets by
subject. “This will really help the child to keep their bags and
minds, for that matter, clutter-free. You will also find that your
child will not end up misplacing worksheets when you put such a
system in place.”
Tip #4: Train them to pack their bags
Schoolbags, when packed according to the timetable, should
not get too heavy for a child to carry. Mdm Marlina, a teacher
with 9 years of teaching experience adds, “When you train
your child to pack his or her own schoolbag, you are actually
setting expectations for the child. The child will be more aware
of the subjects and lessons he needs to attend the following
day.”
For a start, pack their schoolbags with them. Then slowly wean
them off being dependant on you to the point where they can
handle packing their own bags. But do keep an eye on them
and check those bags from time to time to ensure they are
doing the right thing.

Tip #5: Label… everything!
Save yourself heartache and some money by proactively labelling
all your child’s belongings. Mr Jeremy Tan, a Primary One
teacher explains, “Children, being children, are still learning to
become more responsible and may from time to time, misplace
their belongings that includes, wallets and purses, water bottles,
storybooks and even their pencil cases.”
Purchase a simple labeller and start churning out name labels to
paste onto your child’s belongings. For safety reasons though, try
not to label your child’s names on their schoolbag as strangers
might take advantage of this. Instead, try attaching a keychain or
write their names in a concealed location.
Tip #6: Insist on personal hygiene
Hand-Foot-Mouth disease (HFMD) and H1N1can spread very
easily, especially in schools so teaching your child to maintain
personal hygiene can go a long way in ensuring his safety and
health.
It is remarkable how parents sometimes overlook this. This
could be due to the presence of domestic helpers who assist to
maintain the child’s personal hygiene at home and therefore in
school, the child, out of a lack of habit, neglects his own
personal hygiene. Teach your child the basics of personal
hygiene such as washing their hands before they eat and
refraining from sharing cutlery with their classmates.

Tip #7: Prepare them for longer school hours
An average school day at a kindergarten would last up to 3 hours a
day. This is a stark contrast to the minimum of 6 hours spent in a
primary school. Consequently, many children struggle to keep
active in a lesson, especially after recess.
Mrs Anna Goh, a senior teacher, thinks that by allowing a child
naps when they return from kindergarten might be the reason why.
“It is quite common for parents to give their children frequent
naps immediately after returning home from kindergarten. Try to
wean the child off this habit especially in the last year of
kindergarten so when they enter Primary One, they are
accustomed to being awake for longer hours during the day.”
Tip #8: Settle your child into a routine
Plan out a routine with your child to settle into. By explaining
to your child what he needs to do at school at the different
times, not only are you setting expectations for your child, you
are also exposing him to the valuable skill of effective time-
management.
A routine can include tasks such as writing down the
homework for the day in the school handbook, ensuring that all
assignments are kept immediately into a file and checking the
school handbook when they reach home to ensure that they are
on task when it comes to school.
The author is a primary school teacher who has been in the Education Service for 6 years.
Click here to access the official Primary School Education preparation guide by the Ministry of Education.

FEATURE #2
The Man With A Big Heart
By Muhaymin Hussein
Ramdan Suliman knows all too well, how to deal with the struggles of growing up.
Photo: Muhaymin Hussein
What hope is there for a child who struggles to write his name down on a piece of paper, let alone
manoeuvre through a world filled with Mathematical equations and Scientific formulaes?
Allied Educator (AED) Ramdan Suliman, is one with the answers. Formally trained in dealing with
children who exhibit learning or behavioural needs, Bob, as he is affectionately known as, is often
viewed as the go-to-guy when teachers are at their wits’ ends dealing with such children.
He works with a variety of children. There are those who just cannot seem to complete what they start

because they are fixated with the sound of the ceiling fan. And then there are those who refuse to utter
a single word and stare at you like you just fell out from the sky. The list goes on.
Bob cuts an imposing figure, all 6-feet of him. Blessed with alarmingly boyish looks and curly hair, he
exhibits none of the signs a 29-year-old should. Of his build, he jests that God does not love everyone
else as much as him. Despite his gargantuan frame, he is a popular figure among pupils due to his
reputation as being “the teacher who takes time to listen to me” and can be seen in the canteen jesting
with the children.
He sits back on the sofa in a room tucked away in the corner of the school building. He sheepishly
invites me to sit on a beanbag far too small. He says it is a haven, a place where a child can free
himself from the confines of a formal setting. Brightly-coloured furniture, oversized mats, and many
other child-friendly paraphernalia adorn the room. There is hardly any space left on the walls as
progress charts and “I can do it!” posters threaten to wallpaper us in.
An avid fan of ducks, his workstation is lined with endless rows of duck-related toys and collectibles.
His favourite ones include a duck that quacks when it detects motion as well as a wind-up duck that
waddles at your whim.
Ironically though, just like a duck that seems to glide effortlessly on a pond despite paddling furiously
beneath the surface, there is more to his story than meets the eye.
He struggled with issues of abandonment as a child. The youngest of seven siblings, both his parents
worked to earn their keep. He spent two years being raised by his auntie across the Causeway when he
was 5, his parents struggling to raise such a large family on their own. He felt unwanted and attributes
this to the low self-esteem he had as a child.
He struggled to build relationships with others during the first few years of primary school when he
returned to live with his parents at age 7. He was always suspicious that the other children had a
hidden agenda and would abandon him at the first sign of trouble. “I used to take the bus and when my
friends would take a different service number, I would resent that and feel abandoned. It’s ridiculous,
but I was just so miserable then,” he recounts. He grew distant from his family and isolated himself.

While attending polytechnic at the age of 20, his mother passed away. “Life, then, was like a canvas
with unconnected dots. There was no meaning to it. I could not figure it out,” he says. He stopped
attending the final year of school and worked 4 part-time jobs to occupy the vast void in his life.
It was then, when a group of friends decided to band together to give him moral support and advice,
he felt that he was loved and cared for. He promised to return to school, and with help from none other
than the director of the school, he completed his studies.
His resentment towards his own family remained however and during National Service, at the age 21,
he left home and lived at a mosque for two years.
After National Service, he worked for several years at the mosque he was living at, and started an
outreach programme helping disadvantaged pupils from low-income families. This was where he met
2 young boys with special needs and where he met his true calling.
One day, while researching on strategies and interventions on helping the 2 boys, he chanced upon the
AED scheme from the Ministry of Education and seized the opportunity. “I could have signed up as a
teacher. But I could not envision myself as a teacher. I see myself more as a helper. As an AED, I can
better serve the community. I can reach out further,” he says. He proudly remarks that the program he
helped start so many years ago is now a full-fledged programme run and sponsored by the mosque, to
which he still serves as an advisor.
Without hesitation, he readily admits that his own struggles as a child directly influenced his decision
to do what he does. The success he experiences with his young charges may not be measured in
grades, but rather, satisfaction is derived from progress.
He thinks it is unfathomable to give up on a child. Every child, as long as he is willing, can be helped.
A year ago, he worked with a dyslexic boy, who struggled with anger management. He was a U-
grader, a term coined for pupils who scored marks lower than 25 out of 100, and seemed destined to
repeat primary school education. During the PSLE, the boy graduated, scoring a C grade, after

spending a year working with Bob. “He still comes to visit me, in his secondary school uniform,” he
proudly gushes.
He does not seem to think what he does is extraordinary, impacting the lives of children deemed to be
failures at such a tender age. There are countless more lives to impact, judging by the growing number
of cases in his in-tray but the children can rest assured, that Bob will be there with them, every tiny
step of the way.
Photos courtesy of Ramdan Suliman
A farewell card (above) made by a former pupil with Dyslexia, who went on to pass the PSLEs.
‘He could not pronounce my name so we agreed on using a common object, the rambutan, as a
substitute instead.’

‘I like ducks. They seem to smile all the time so they remind me to do the same. It’s important to
smile a lot in life.’

ARTICLE #1
The beginning of a new age for the “Golden Age”
Will recent revisions to the Retirement and Re-employment Act bear fruit?
By Muhaymin Hussein
The subject of a greying workforce has been brought up more than once in the past. In today’s society
of sky-rocketing COE prices and premium costs of living, the concern lies in whether or not,
Singaporeans are saving enough for retirement. With the life expectancy of Singaporeans increasing
steadily, how will we cope with supporting ourselves for longer? The answers, according to the
Ministry of Manpower, lie in the recently revised Retirement and Re-employment Act (RRA) but will
the new initiatives serve our stalwarts in the ageing workforce well?
Mr Zaide Yahya, 63, and Mr Tan Khee Shian, 65, both still employed, are two such employees who
stand to benefit from the recent revision to the RRA. With a combined working experience of over 80
years, both have seen their fair share of changes in the employment landscape.
Mr Zaide sits back in his leather-clad armchair and sheepishly clears the mountain of paperwork on his
desk. “The amount of work does not recognise age,” he admits. Officially re-employed as a
Procurement Manager in a transport company, his tasks are desk-bound and are no longer physically-
demanding, compared to the job scope of a Logistics Manager, a position he previously held before he
was re-employed. “I think it’s important to recognise that older workers have more to offer than meets
the eye,” He smiles as he adjusts his necktie, the wrinkles around the corner of his eyes seem to exhibit
the wealth of experience garnered through the course of his working life. “A fresh graduate can meet
the academic requirements of a job after attending school but experience cannot be imparted through a
book. That’s where we, the more experienced employees can step in.” Mr Zaide also serves in a
mentorship role, where he spends part of his working hours coaching less experienced employees.
“Programmes like this allow me to transfer the practical knowledge I have gained working for the
company and helps them retain the knowledge and skills they have imparted to me,” he beams. “The
revisions made to the act have resulted in a win-win situation,” he adds.
At least one employee sees the benefit of the recent revisions but is that a similar view shared by
someone working as a rank-and-file worker?
Mr Tan offers a smile at the end of his shift as he draws out a chair at a popular fast-food restaurant. “I
hope you did not have to wait long,” he offers as he sits heavily in his chair. Mr Tan is currently
employed by McDonald’s and currently benefits from many of their age-friendly practices. “They
allow me to work flexible hours as I can longer cope with lengthy work hours so it really does help.”
In addition, McDonald’s have utilised technology to benefit its staff. “When I’m at the counter, I no
longer need to squint at the Point of Sales system. The pictorial representations make it easy for me to
take down orders from the customers.” The practices adopted by Mcdonald’s are in line with the
Government’s view that older workers can still contribute positively to society. They employ a total of
7,000 employees, of which around 50% are above 40 years old, a reflection of the company’s
philosophy of adopting fair-employment practices.
The tightening labour market has forced employers to rethink their employment practices and it makes
perfect business sense to recruit and retain older workers. Tapping on the wealth of experience, skills

and knowledge of employees such as Mr Zaide and Mr Tan, should be seen as a logical step forward
for employers in the current economic climate.
So what’s next for Mr Zaide and Mr Tan?
“I’m looking forward to continue contributing to society, even at a ripe old age. I am not yet “busuk”,
a Malay term used for fruits that turn bad after being over-ripe.” Mr Zaide jokes.
Mr Tan smiles and says, “I am just grateful someone is willing to employ me although I am over-the-
hill. I hope the Government continues to look after people like me.”
It’s a sentiment echoed by a majority of the older workforce but judging by the recent move to revise
the RRA, the Government, it seems, has plans to make strides forward with the “Golden Age” firmly
within its midst.
FAQS on the Enactment and Implementation of re-employment
Why did the Government decide to introduce re-employment and not raise the statutory
minimum retirement age or simply do away with the retirement age?
Re-employment provides greater flexibility for both employers and employees than raising the
statutory minimum retirement age. It allows the employer and employee to work out an arrangement
that takes into consideration their respective needs.
Who are the employees affected by the Retirement and Re-employment Act (RRA)?
The RRA covers all local employees who attain the statutory minimum retirement age of 62 years old
or contractual retirement age (whichever is higher) on or after 1 January 2012.
When an employer implements re-employment, what does the criteria of “satisfactory
performance” mean?
Satisfactory performance refers to the minimum level of performance any employee is expected to
maintain in discharging his duties. In assessing the eligibility of an employee for re-employment,
employers may take into account the employee’s performance for the past 2-3 years.
For more information, visit http://www.re-employment.sg

ARTICLE #2
Manizales mudslides claim 36 lives, dozens
missing
By Muhaymin Hussein
Mudslides destroy homes in
Manizales.
Local authorities confirmed at least 36 deaths while at least 30 more are reported missing
in devastating landslides that occurred in the Colombian city of Manizales last Saturday.
Rescue efforts are underway to find survivors believed to be buried under mud and
rubble. About 600 rescuers and policemen using back hoes, earthmovers and sniffer dogs
were working into the night last night to find survivors.
Red Cross rescue director Cesar Uruena says that between 20 and 40 people remain
missing from Saturday’s landslide in Manizales. He added “There is still a chance of
finding survivors.”
The mudslides were caused by days of heavy rain in one of Colombia’s worst rainy
seasons this year and this has prompted authorities to evacuate about 250, 000 people
from their homes.
Meteorologists predict that the heavy rains will continue throughout the end of the year,
with up to triple the average rainfall possible.

ARTICLE #3
Domestic helpers falling prey to unsafe work practices
By Muhaymin Hussein
Last month, a 26-year-old Indonesian maid fell 8 storeys to
her death while cleaning the windows of her employer’s
home at Ivory Heights condominium.
Sadly though, her case is not an isolated one. Between 2006
and last year alone, 27 maids have died as a result from falls
from heights.
Reasons that have been attributed to these falls range from
unreasonable employers to simply negligence but there can
be no excuse when a life is lost.
The Ministry of Manpower (MoM) has several initiatives in
place to educate both foreign domestic workers (FDWs) and
employers on safety issues
The maid hanging out of a window at Ivory
Heights condominium at Jurong East last
month. She was believed to have been
cleaning the windows when she lost her
footing. – PHOTO: ASIAONE
Safety Pamphlets
A pamphlet stating the do’s and don’ts when carrying out household chores is made available through
the MoM website. It singles out risky household chores such as hanging the laundry and cleaning the
windows and educates FDWs on such hazards.
Safety Video
To further educate FDWs, safety videos accessible via the MoM website as well as YouTube, are
made available. The video addressed several safety issues when doing household chores, paying close
attention to household chores that requires the maid to work at or near the windows.
Newsletter for FDWs
The MoM has a publication called INFORM, that is dedicated to FDWs in Singapore. The publication
contains articles that highlight potential hazards when carrying out household chores and provides tips
for maids on how to carry out the same household chores in a safer manner.
Online publication for employers
An online publication, eNEWS, has also been made available to employers to educate them on
providing a safe working environment for their maids.
In the wake of a tragedy, such platforms coupled with collaboration from employers, will augur well to
prevent untimely deaths such as this one.

ARTICLE #1
Revisions made to Retirement and Re-employment Act
New initiatives to benefit our ageing workforce
By Muhaymin Hussein
In today’s society of sky-
rocketing COE prices and
premium costs of living, the
concern lies in whether or not,
Singaporeans are saving enough
for retirement. With the life
expectancy of Singaporeans
increasing steadily, how will we
cope with supporting ourselves
for longer?
The answers, according to the
Ministry of Manpower, lie in the
recently revised Retirement and
Re-employment Act (RRA) but
will the new initiatives serve our
stalwarts in the ageing workforce
well?
Projected Median Age of Singapore
in comparison to the world
Source: World Population Prospectus, 2006 revision,
United Nations
Projections indicate that by 2050, the median age of
Singaporeans will increase to 54 years. When
compared to the rest of the world, Singapore will have
the 4th
oldest population in the world.
Mr Zaide Yahya, 63, and Mr Tan Khee Shian, 65, both still employed, are two such
employees who stand to benefit from the recent revision to the RRA. With a combined
working experience of over 80 years, both have seen their fair share of changes in the
employment landscape.
Mr Zaide sits back in his leather-clad armchair and sheepishly clears the mountain of
paperwork on his desk. Officially re-employed as a Procurement Manager in a
transport company, his tasks are desk-bound and are no longer physically-demanding,
compared to the job scope of a Logistics Manager, a position he previously held before
he was re-employed. “I think it’s important to recognise that older workers have more
to offer than meets the eye. A fresh graduate can meet the academic requirements of a
job after attending school but experience cannot be imparted through a book. That’s
where we, the more experienced employees can step in.”
Mr Zaide also serves in a mentorship role, where he spends part of his working hours
coaching less experienced employees. “Programmes like this allow me to transfer the
practical knowledge I have gained working for the company,” he beams. “The
revisions made to the act have resulted in a win-win situation,” he adds.

At least one employee sees the benefit of the recent
revisions but is that a similar view shared by someone
working as a rank-and-file worker?
Mr Tan offers a smile at the end of his shift as he draws out
a chair at a popular fast-food restaurant. “I hope you did not
have to wait long,” he offers as he sits heavily in his chair.
Mr Tan is currently employed by McDonald’s and currently
benefits from many of their age-friendly practices. “They
McDonald’s employs age-friendly practises
in its re-employment practices that include
flexible working hours as well as the use of
technology to make the workplace user-
friendly for mature workers.
allow me to work flexible hours as I can longer cope with
lengthy work hours so it really does help.”
The practices adopted by Mcdonald’s are in line with the
Government’s view that older workers can still contribute
positively to society. They employ a total of 7,000 employees, of which around 50% are above 40
years old, a reflection of the company’s philosophy of adopting fair-employment practices.
Mr Tan smiles and says, “I am just grateful someone is willing to employ me although I am over-the-
hill. I hope the Government continues to look after people like me.”
It’s a sentiment echoed by a majority of the older workforce but judging by the recent move to revise
the RRA, the Government, it seems, has plans to make strides forward with the “Golden Age” firmly
within its midst.
More information on the RRA can be found at http://www.re-employment.sg

ARTICLE #2
National Monument re-opens after $5.6-million revamp
Memorial hall to offer a glimpse in the life of Singapore’s revolutionary pioneer
By Muhaymin Hussein
Take a journey through Singapore’s history
by visiting the Sun Yat Sen Nanyang
Memorial Hall (SYSNMH), as the
redeveloped museum finally re-opens.
The newly renovated villa was closed in
October 2010 for a year and was re-opened
on 8 October 2011.
It boasts five new galleries, exhibitions
incorporating multimedia elements and
original artefacts never displayed before.
The Sun Yat Sen Nanyang
Memorial Hall
The revamp included a redesign of the interior as well as a complete overhaul of the
exhibition content that was curated by a team from the National Museum.
The reopening coincides with the launch of Zhongshan Park, an adjoining public park
that features stone markers bearing the dates of Sun’s eight visits to Singapore between
1900 and 1911.
General manager of the villa, Mr Shaun Phua said that more is being done to attract a
younger crowd to the villa. This includes holding the three-week Wan Qing
CultureFest, which includes acclaimed film-maker, Royston Tan, at the villa and the
Zhongshan Park.
History of the SYSNMH
The villa was built in the 1880s by a wealthy Chinese merchant. In 1905, it was owned
by Teochew businessman, Teo Eng Hock, who later offered Sun the villa for use as a
focal point of anti-Manchu activities outside of China.
In 1938, a group of merchant philanthropists purchased the villa and donated it to the
Singapore Chinese Chamber of Commerce and Industry to be preserved as a historical
site.
During the Japanese Occupation, the villa was used as a Japanese communications
centre. After the war, it became the headquarters of the Singapore branch of the
Kuomintang.
In 1965, the villa was restored and was opened to the public a year later as a library

and a museum.
The villa was gazetted as a national monument in 1994 and was again restored and
reopened as the Sun Yat Sen Villa in 2001.
The National Heritage Board took over the villa in 2009.
More information can be found at http://wanqingyuan.com.sg

PRESS RELEASE #1
News Release
For Immediate Release
MOE TO LAUNCH REVAMPED SEXUALITY EDUCATION PROGRAMME
Singapore, 5 February 2013 – The Ministry of Education (MOE) has announced that it will
launch the revamped Sexuality Education Programme in March this year, across all schools in
Singapore.
Feedback from teachers, parents and students in recent years, coupled with advancements in
infocomm technology namely, social media, prompted the Education Ministry to revise the
framework last year, to ensure that the programme, which started in 2000, stays relevant.
The new curriculum addresses issues that are closely related to relationships and influences. It
also places greater emphasis on social networking and addresses the dangers that may arise
from using popular social networking sites.
The new course materials have already been distributed to all schools in Singapore and
qualified teachers have been trained to deliver the revamped programme. These teachers have
been carefully selected by MOE, based on values that are aligned with MOE’s approach to
sexuality education. Each school is equipped with a minimum number of 10 teachers who are
trained to deliver the content of the programme.
Parents are presented with a choice to opt-out from the programme. Reasons for parents who
may want to opt-out could include a lack of interest in the programme, wanting to educate their
own children on sexuality education or simply believing that their child is not ready for such a

programme.
About MOE
The Ministry Of Education directs the formulation and implementation of education policies. It
has control of the development and administration of the Government and Government-aided
primary schools, secondary schools, junior colleges, and a centralised institute. It also registers
private schools.
Our Mission
The wealth of a nation lies in its people - their commitment to country and community, their
willingness to strive and persevere, their ability to think, achieve and excel. Our future depends
on our continually renewing and regenerating our leadership and citizenry, building upon the
experience of the past, learning from the circumstances of the present, and preparing for the
challenges of the future.
How we bring up our young at home and teach them in school will shape Singapore in the next
generation.
The mission of the Education Service is to mould the future of the nation, by moulding the
people who will determine the future of the nation. The Service will provide our children with
a balanced and well-rounded education, develop them to their full potential, and nurture them
into good citizens, conscious of their responsibilities to family, society and country

Our Vision
The Ministry of Education's vision of "Thinking Schools, Learning Nation" (TSLN) was first
announced by Prime Minister Goh Chok Tong in 1997.
This vision describes a nation of thinking and committed citizens capable of meeting the
challenges of the future, and an education system geared to the needs of the 21st century.
Thinking schools will be learning organisations in every sense, constantly challenging
assumptions, and seeking better ways of doing things through participation, creativity and
innovation. Thinking Schools will be the cradle of thinking students as well as thinking adults
and this spirit of learning should accompany our students even after they leave school.
A Learning Nation envisions a national culture and social environment that promotes lifelong
learning in our people. The capacity of Singaporeans to continually learn, both for professional
development and for personal enrichment, will determine our collective tolerance for change.
Find more information on MOE at http://www.moe.edu.sg
For further media queries, please contact:
Muhaymin Hussein
Tel: +65 97213246
Email: mohamed_muhaymin_mohamed_h@moe.edu.sg

PRESS RELEASE #2
Ministry of Home Affairs
News Release
For Immediate Release
AUSTRALIAN SENATOR DENIED ENTRY FOR SECURITY REASONS
Putrajaya, Malaysia, 16 February 2013 – The Ministry of Home Affairs (MOHA) has
announced that senior Australian Politician, Senator Nick Xenophon, was denied entry
for having violated immigration laws in Malaysia during his previous visit.
Mr. Xenophon arrived at Kuala Lumpur International Airport (KLIA) at 6.50 in the
morning and was informed of the entry ban by immigration officers. He will be deported
back to Melbourne on a later flight today.
Mr. Xenophon is under our care and will not be treated as a criminal and has been
allowed to contact the Australian Embassy in Kuala Lumpur. He was not detained
together with other detainees while under detention.
In his previous visit to Malaysia in 2012, the senator was found to have participated in
illegal political demonstrations that were in direct violation of our country’s laws and was
therefore banned from entering the country.
The entry ban is classified under Immigration Act 1959/63 Section 8 (3) a person who is
prohibited from entering the country (Prohibited Immigrant).

About MOHA
The Ministry of Home Affairs was formed on 18 March 2008 following a Cabinet
reshuffle after the 12th General Election. It was the result of the merger of two ministries,
i.e. the Ministry of Internal Security and Ministry of Home Affairs. Both these ministries
were once split up on 27 March 2004.
Following the merger, several changes to the organisational structure and division of
duties as well as posts were made. Currently, the Ministry of Home Affairs is headed by a
senior minister and two deputy ministers. In terms of management and administration, the
ministry is led by a secretary-general who is assisted by three deputy secretaries-general
and 25 divisions. Each deputy secretary-general heads a sector made up of several
divisions which in turn are headed by the respective undersecretaries.
In addition, there are eight departments and agencies including a government company
placed under the ministry and is directly responsible to the secretary-general, namely the
Royal Malaysian Police, Department of Immigration, Registration Department, Prisons
Department, National Anti-Drug Agency, Registrar of Societies, Department of Civil
Defence and Percetakan Nasional Malaysia Berhad
Objectives
 To ensure the continuous maintenance and preservation of national security and
public order through strict enforcement of the laws and efficient implementation
of policies for programmes that are based on the core services of the Ministry of
Home Affairs. These measurements or assessments must be based on indexes of
crime, drug abuse, publications, films, societies, citizenship, foreign workers and
illegal immigrants.
 To ensure the participation of the people in awareness and prevention
programmes to raise the level of knowledge, awareness and participation of the
public pertaining to the importance of national security and public order
 To enhance the effectiveness of treatment and rehabilitation programmes for
drug addicts and offenders. Preventive measures are also implemented to ensure

that any criminal intent, hostile threats and disorders can be contained.
 To provide an efficient and effective quality service delivery system to clients in
important matters such as registration of personal identification, passport,
registration of societies, publications, printers, private agencies, firearms, films
and Qur’anic text.
 To establish strategic co-operation and smart partnerships with other government
agencies and non-governmental organisations (NGOs) as well as international
bodies to ensure peace and public order.
 To strengthen internal co-operation and collaboration among divisions and
departments/agencies under the Ministry of Home Affairs.
 To strengthen the administrative mechanism, financial management system,
human resource development, ICT usage, procurement and infrastructure
development in contributing to the ministry’s efforts in line with the
advancement in technology, socio-economic growth and current national needs
as well as the attainment of the objectives of the ministry’s Seven (7)-Year
Strategic Plan (2009 – 2015).
Find more information on MOHA at http://www.moha.gov.my
Muhaymin Hussein
Tel: +60 97213246
Email: mohamed_muhaymin_mohamed_h@moha.gov.my

Media Statement
Monday, 18 February 2013
AUSTRALIAN SENATOR DENIED ENTRY FOR SECURITY REASONS
The Ministry of Home Affairs (MOHA) has announced that senior Australian Politician, Senator
Nick Xenophon, was denied entry for having violated immigration laws in Malaysia during his
previous visit.
Mr. Xenophon arrived at Kuala Lumpur International Airport (KLIA) on the 16th
of February,
Saturday at 6.50 in the morning and was denied entry by immigration officers.
Mr. Xenophon was treated with due respect and was not treated as a criminal. While under our
detention, he was not detained together with other detainees. He was even been allowed to contact
the Australian Embassy in Kuala Lumpur. He was deported back to Melbourne on the same day at
about 6 in the evening.
In his previous visit to Malaysia in 2012, the senator was found to have participated in illegal
political demonstrations that were in direct violation of our country’s laws. He has also been found to
have made false allegations against the Malaysian government and was therefore banned from
entering the country.
The entry ban is classified under Immigration Act 1959/63 Section 8 (3) a person who is prohibited
from entering the country (Prohibited Immigrant).
The denial of entry to Senator Xenophon is in accordance with the laws and constitution of this
country.

MEDIA ADVISORY
Minister of Home Affairs holding a Media Conference to explain denial of entry to Australian
Senator
The Minister of Home Affairs, Dato’ Seri Hishammuddin Tun Hussein, will be holding a media
conference to give an official account and explanation for the denial of entry to Australian
Senator Xenophon that occurred on 16th
February 2013.
Who: Minister of Home Affairs, Dato’ Seri Hishammuddin Tun Hussein
What: Media conference to explain denial of entry to Australian Senior Politician,
Senator Xenophon
Where: Headquarters of the Immigration Department Malaysia (Ministry of Home
Affairs)
Level 1-7 (Podium) No 15
Persiaran Perdana, Precint 2
62550 Putrajaya
Tel: 03-8000 8000
When: Monday, 18th
February at 10 a.m.
Why: MOHA wants to give an official account and explanation as to why Senator
Xenophon was denied entry to the country

How: The Minister of Home Affairs, Dato’ Seri Hishammuddin Tun Hussein, will
provide an official media statement that will give an official account of what
transpired on 16th
February 2013, when the Senator was denied entry to Malaysia.
The statement will also provide further details on why he was denied entry to the
country
Muhaymin Hussein
Tel:+60 97213246
Email:mohamed_muhaymin_mohamed_h@moha.gov.my

PR CAMPAIGN PROPOSAL #1
Situation
In 2012, total visitorship to the National Heritage Board (NHB) museums stood at
2,833,197. This signalled a drop of about 88,516 visitors compared to 2011. The ACM
was one of the museums that saw a significant drop in visitors as the ACM alone saw a
decrease of 286, 803 visitors during the same period. This trend is unexpected as the
ACM had actually increased the number of changing exhibits during this period from
having only 5 in 2010 and 2011 to 8 in 2012. (Ministry of Culture, Community and
Youth, 2013)
In contrast, the Peranakan Museum, Singapore Art Museum, Memories at Old Ford
Factory, Singapore Philatelic Museum, Sun Yat Seng Nanyang Memorial Hall and Malay
Heritage Centre all experienced increased visitorship respectively during the same period.
(Ministry of Culture, Community and Youth, 2013)
The statistics point to a possible lack of public awareness and interest in the ACM and its
activities. With such a trend, the ACM’s plans to revamp nor the reasons behind it may
remain unknown to the public due to the lack of publicity that the ACM is currently
experiencing. As such, it is critical that a publicity campaign is planned and launched to
ensure that the ACM is able to meet its objectives as stated in my assumptions.
Goal
The goal of the campaign is to raise public awareness on the revamped Asian
Civilisations Museum.
Objectives
The objectives of the campaign are to inform the audience:
1) that the Asian Civilisations Museum is going through a revamp.
2) the reasons for the revamp.
3) what exciting changes to expect after the revamp.
Audience

As the revamp is part of ACM’s plans to celebrate Singapore’s 50th
Anniversary, the
campaign aims to target the working group who will be able to relate to the celebratory
plans.
As such, the target audience of the campaign are all Singapore citizens and permanent
residents, both male and female, aged between 18 - 54.
Theme
Colour - Keeping in with both the colour themes of the ACM as well as Singapore’s flag,
the campaign will utilise the colours white and red.
Visuals - One of ACM’s objectives is to promote a greater cultural understanding among
different communities in Singapore, which happens to be a unique trait of our country,
our home. And keeping in with the theme of Singapore’s 50th
Anniversary, the campaign
will use 2 visuals in the campaign:
Teaser Visual
Main Visual

Slogan - As the ACM will be revamped, we would like to invite the public to explore
ACM again, in other words to, rediscover ACM. And since ACM stands to promote a
better cultural understanding of our country, we can liken ACM to represent what our
country and ultimately, our home, stands for, a multicultural society. As a result, the
slogan of this campaign is:
Rediscover Home
Strategy
Strategy 1 -Teaser campaign through the use of social media (YouTube)
Through the use of 2 online teaser videos, we aim to capture the attention of online
viewers and introduce them to the teaser visual. It is hoped that the nature of the videos
will go viral on social media sites such as Facebook.
Strategy 2 - Media Advisory and media kit
A media advisory will be released to claim responsibility for the 2 teaser videos and to
explain the reason behind the videos and the significance of the teaser visuals.
Strategy 3 - Personal appearance on radio
As a follow-up to the hype generated by the teaser campaign, it would beneficial to make
a personal appearance on radio to lend a voice to the campaign on national radio
Strategy 4 - Promotional Event (National Day)
The ACM will hold its own National Day Celebration with a live screening of the
National Day Parade on the premises and will also boast free snacks and drinks as well as
fringe activities suitable for children to encourage families to attend.

Tactics
Tactic 1 -Teaser campaign through the use of social media (YouTube)
Below are the synopses for all teaser videos to be used in the campaign.
Synopsis of Teaser Video 1 -
(Part 1 Title : Lost girl in Tampines)Footage that is made to look amateurish will show
what seems to be an adorable little girl (actress) who wanders aimlessly in Tampines
Interchange. She will be filmed playing at different parts of the interchange. The video
will end with her running away when she is approached. This will be uploaded and
shared through Facebook using an anonymous account that is not linked to ACM.
(Part 2 Title : Lost girl found in Jurong)The little girl is seen again at Jurong
Interchange. This time round, she does not run away when approached , the following
conversation will be recorded.
Passerby (Actor) : Are you lost little girl?
Little girl : (Nods adorably)
Passerby (Actor) : Do you know where your home is?
Little girl : (Hands over a printout of the teaser visual)
Camera pans little girl out of the frame and focuses on the visual, holding steady for
about 3 seconds. When camera tries to find the girl, she is nowhere to be found.
Synopsis of Teaser Video 2 -
(Title : Old man almost knocked down in Woodlands)Footage of an old man crossing
the road is seen when a speeding car screeches to a halt, almost knocking the old man
down. The car does not bother to check on the old man and speeds off. The passerby
(cameraman) goes up to check on the old man and the following conversation ensues.
Passerby (Actor) : Uncle are you ok?
Old man : (Seems stunned and does not respond)
Passerby (Actor) : Do you know where your home is?
Old man : (Hands over a printout of the teaser visual)
Camera pans old man out of the frame and focuses on the visual, holding steady for
about 3 seconds. When camera tries to find the old man, he is nowhere to be found.

(Estimated cost : $5,000)
Tactic 2 - Online media Advisory and electronic media kit
A media kit will be provided to the media and will contain the following:
(a) Agenda
The agenda is essentially a list of all the items that have been included in the kit.
(b) News Release
The news release will serve as a tool for us to announce our plans to coincide the launch
of the revamped ACM with Singapore’s 50th
Anniversary celebrations. The news release
will contain updated information on the revamping plans and at the same time, announce
ACM’s plans for a promotional event that will be held at the ACM on National Day
(c) Graphics
The two visuals used in the campaign will be included in the kit, along with other file
photographs that would be suitable for use by the media.
(d) Newspaper Report
A newspaper report of ACM’s previous press release, as well as other related newspaper
articles, has been included in the kit to provide journalists with some background
information on developments leading to the decision to coincide the revamping with the
anniversary.
(e) FAQs
FAQs have been included in the kit to provide replies by ACM to anticipated questions
that may be asked by its stakeholders. This will come in useful should a journalist decide
to include these FAQs into an article.
(Estimated cost : N/A)
Tactic 3 - Personal appearance on radio
Director Dr Alan Chong or Deputy director, Ms Heidi Tan or, could be possible
candidates due to their prior experiences being on-air. In this strategy, we will share the

revamping plans with members of the public and at the same time, reinforce ACM’s
initial press release on plans to hold a promotional event on National Day.
(Estimated cost : Unknown as Account Manager will be required to liaise with
station)
Tactic 4 - Promotional Event (National Day)
Attendance to the event is through ticket giveaways only. Tickets can be won either as
ticket giveaways through our local radio stations or through a Facebook contest as shown
below. This will raise more public awareness of the promotional event through social
media.
(Estimated cost : $10, 000)

Timeline (Campaign to be launched in 2015)
Evaluation
During the campaign (after
teaser campaign)
After the campaign
Research
methodology
Surveys to be conducted to
measure impact of teaser
campaign
Experimental
Type of data Qualitative (Survey responses) Quantitative (Number of
visitors)
Sampling Non-probability - Quota (50
respondents)
2 (Total Visitorship in
August-December 2013 and
August - December 2015)
*ACM is closed for the
revamp during that time
period in 2014.
As a measure of quantitative data, I propose using visitorship to ACM, to gauge the
success of the campaign. Specifically, the data will be derived from the period of August
- December in 2013 and 2015. This will provide accurate data as to whether ACM
received the publicity the campaign set out to provide, using numbers derived before and
after the campaign.

PR CAMPAIGN PROPOSAL #2
Executive summary
This proposal has been constructed in response to The French Bookshop’s request to
assist the company with the establishment and enhancement of the company’s social
media presence with the long-term goal of improving the company’s sales. The
recommended timescale of this campaign is 3 months, leading up to 20th
March 2015,
coinciding with UN French Language Day and the after math with an evaluation of the
campaign.
This report will outline the key goal, objectives, target audience, strategies, tactics,
budget, timescale and evaluation strategies of the campaign.
Background of company
The French Bookshop started operations in 2009 in Turf City before they moved to its
current premises in 2012. The company sells French literature of all genres and also offer
an online store for the convenience of customers based in Singapore, Malaysia, Indonesia
and Thailand.
Situation Analysis
The PR problem that exists is that The French Bookshop has a very weak social media
presence. The company has a lacklustre and dormant Facebook account and currently
does not have corporate accounts on other social media platforms such as Twitter. As
such, brand awareness of The French Bookshop on social media would struggle to be felt.
The plan should also address the online store of the company as it currently lacks
information to lend the organisation more credibility, especially when online transactions
are concerned.
Goal
The company’s marketing objective is:
 to improve the business of the company
In support of the company’s objective, the goal of the social media campaign is:
 to increase the sales of the company both in its online and on-site stores

Objectives
Through the social media campaign, we aim to raise the brand awareness of The French
Bookshop on social media by establishing an online presence on different social media
platforms. Through the campaign, we also aim to promote the online store of the
company. As such, the objectives of the campaign are:
1) to increase brand awareness of The French Bookshop on three social media platforms,
Facebook, YouTube and Twitter
2) to increase publicity of The French Bookshop’s online store
Audience
The French Bookshop operates in a niche market, catering to customers who can read
French. With its online store, the company is able to cater to customers based in
Singapore, Malaysia, Indonesia and Thailand. As such, the primary target audience are:
French-speakers living in Singapore, Malaysia, Indonesia and Thailand.
Specific Demographics:
 Ages 21-40
 Speaks French
 Based in Singapore, Malaysia, Indonesia or Thailand
Psychographics:
 Enjoys reading French literature
 Shops online
 Savvy with social media sites such as Facebook, YouTube and/or Twitter
We will target working adults who have the spending power to feed their reading habits.
The target customers should also be IT-savvy enough to have accounts on the mentioned
social media sites and be comfortable with shopping online.

Theme
Colour - In keeping with the colour theme of The French Bookshop, the campaign will
utilise the colours green and white.
The visual of the lips represents a kiss and one of the better-known types of kisses is the
French kiss. As such, the campaign will utilise the following visuals in the social media
campaign.
Social Media Visual #1 (Facebook contest)
Social Media Visual #2 (Twitter contest)

Main Visuals (to be aired as the closing credit in the Social Ads)
*Note that the green used in this visual will be amended to match the same green used in
the company logo
Slogan - The French language is widely known as the language of love. A major part of
the social media campaign are the social advertisements in the form of videos. The scene
of the videos will revolve around the theme of love and attraction. As a result, the slogan
of this campaign is:
“The language of love”

Strategies and Tactics
Strategy 1 - Increase brand awareness
Tactic : Video (Estimated Cost: $3, 000)
4 versions of an online video advertisement will be produced. The synopsis are as
follows:
Title : Language of Love
Camera pans into the setting of a park on a beautiful sunny day. Scene cuts to the back
view of a couple who are seemingly on a first date. They exchange looks of adoration for
one another. Finally, the female lead speaks.
(Singaporean version)
Lady (in French) : Je vous ai tojours admire’. Je t’aime mon cheri… (I have always
admired you. I love you my darling…)
Man (after a pause) : Wah! I also like you, you know! I think ah, we should apply for
HDB flat together! We take taxi go Toa Payoh ah!
The camera will cut to the horrified expression of the lady before fading out to the Main
Visual. Background audio will continue with the man speaking in Singlish, before ending
with the following question.
Man : Eh you know how to make rojak or not?
The versions will differ in terms of how the man responds, depending on which country
(Singapore, Malaysia, Indonesia and Thailand) the advertisement will air. Colloquial
terms and slangs will be used to localise the videos. To save cost, only scenes that
involve the man speaking will be reshot in 4 different versions.
Tactic : Facebook Advertising (Budget: Varies with duration of campaign and
payment mode)
Through this social media platform, we will utilise the videos that have been created and
use them as advertisements to be shown through Facebook. We will be able to target our
audience using the demographics and psychographics that have been identified for our

target audience. For example, Language of Love (Singapore version) can target users
who are based in Singapore, aged between 21 and 40 and speak French. Clicking on the
link will direct users to the online store. Clicking on “Like” will allow users to
automatically follow The French Bookshop’s Facebook page. The advertisements will
last for the entire duration of the campaign of 3 months.
Tactic : YouTube (Budget: N/A)
The videos will be uploaded onto the corporate YouTube account for the entire duration
of the campaign. The videos will then be shared through the corporate Facebook account,
tagging groups such as the Singapore French Language and Culture Group.
Strategy 2 - Increase publicity of online store
Tactic : Facebook Contest ($100 x 6 winners = $600)
The contest will require Facebook users to share a status by the company’s corporate
Facebook account containing the Social Media Visual #1. Users who do so, will stand a
chance to win prizes as stipulated in the visuals. When users share the status, this will
appear in their news feed and be visible to other Facebook users who are in the list of
friends, creating a multiplier effect through the use of social media. A winner will be
picked every fortnight for 3 months. Photos of the winners will be published on the
corporate Facebook account, tagging the winners with a link to the online store.
Tactic : Twitter Contest - Singapore only (Budget = $200)
In conjunction and celebration of the UN French Language Day, a Twitter contest will be
held. Participants will have to abide by the following rules to qualify.
1) Tweet what they love about the revamped online store
2) Add the #thefrenchbookshop
Details of the contest will be posted on the corporate Facebook account on the 20th
of
February and will run for 1 month. Winners will stand a chance to win a dinner for two at
Ivy Restaurant@Sentosa, a halal French restaurant. This is important as it opens the
contest to a wider segment of the public in Singapore.
Tactic : Promotional event - Discounts on online store on 20th March 2015, in
celebration of UN French Language Day (Budget = N/A)

In conjunction and celebration of the UN French Language Day, the online store will
have promotional discounts on books sold. The event will be promoted via the company’s
corporate Facebook and Twitter accounts on 19th
and 20th
March 2015.
Timeline (Campaign to be launched on 1st January 2015)
Evaluation
Measurement of Metrics
Facebook Advertising  Number of clicks on the
Facebook Advertisement
Presence on YouTube  Number of hits on our
uploaded YouTube videos
 Number of subscribers to our
YouTube account
Presence on Facebook  Number of likes and followers
on our Facebook page
Presence on Twitter  Number of followers
Traffic to online store  Analysis through Google
Analytics
 Volume of sales on online store
Interaction on social
media
 Volume of comments /
retweets on social media
platforms

As a measure of the overall effectiveness of the campaign, one quantitative data that can
be measure would be the total amount of sale revenue generated from the online and
offline store during and after the campaign period.

CSR Programme : Food For Thought
Brief outline
Needy Singaporean students who come from low-income families may not be coming to
school with pocket money to purchase food during recess or before school. These
students are identified in school and may be adopted under the Financial Assistance
Scheme (MOE, 2014). The ST Pocket Money Fund already exists to provide pocket
money for students. Where Food For Thought differs is that the programme will provide
breakfast for FAS students prior to the start of school.
The CSR will directly engage stakeholders in the community, namely the teachers,
students as well as parent volunteers of a neighbourhood school. This will also involve
internal stakeholders such as employees of BreadTalk.
To spread awareness of its CSR programme, BreadTalk may consider coming up with a
promotional video with footage of all stakeholders involved throughout the process. The
video can be put up for internal and external communication.
Aim
To provide an avenue for stakeholders to be involved in a programme for the benefit of
needy students in schools.
Objectives
The objectives of the programme are:
1) to provide breakfast for FAS students
2) to involve stakeholders in the promotion of corporate social responsibility

CSR Programme Workflow
Alignment of CSR programme to company values
Currently, there are no such CSR programmes that involve the community in such an
engaging manner. Keeping true to its mission of making new, innovative changes as well
as spearheading creative differentiation to craft products with passion and vibrancy,
BreadTalk is providing a never-been-tried platform for stakeholders to be involved in a
CSR programme and can certainly be classified as innovative. The encouragement of
creativity during the creation of the fun buns aligns the programme with its mission. The
CSR programme by BreadTalk will tie in perfectly with Community Involvement
Projects (CIP) that are currently practiced in schools. At the same time, BreadTalk is
providing a Learning Journey opportunity for schools to leverage on. For example, the

making of bread involves yeast, an example of a microorganism that is covered under
Lower Primary Science. This will showcase BreadTalk’s passion and commitment to
education.
7. Proposed Evaluation Methods
Firstly, BreadTalk can use the ISO 26000 as a guide as to whether it is meeting standards
in operating in a socially responsible manner. As the standard caters to organisations of
all types and sizes, checking its practices against the ISO 26000 would be a basic
requirement to measure the progress of its CSR policies.
I would also recommend BreadTalk to consider Corporate Social Reporting as a self-
assessment of the impact of its CSR activities. The report will provide feedback to the
company of its CSR policies. They can adopt the widely-used Global Reporting Initiative
format to publish the report as part of its annual reports.

Advertising Campaign (Transit)
The creative idea behind this copy is to accentuate the difference between two very
similar ideas. By drawing on that very obvious difference, the advertisement aims to
deliver a punchline that invokes humour. Although the headline used in this copy is
relatively simple, it effectively conveys the message of what is deemed adorable and
acceptable and what simply is not.

Advertising Campaign (Facebook)
The creative idea behind this copy is to leverage on the advertising potential of social
media. The like button found in the advertisement works similarly to tell-a-friend. When
the user likes the advertisement, this information will be posted on the wall of the user,
which in turn will be displayed in the news feed of all the user’s friends. They, in turn,
will be able to “like” the advertisement as well, hence creating a multiplier effect.
If the user clicks on “Click here”, the browser will direct him to the menscience website
where he will be able to source for more information or even make online purchases via
the online store.

TV INTERVIEW
Programme title: Channel News Asia
Date: 21st
September 2011
Time: 9.30pm
Slug (story title): Twittamentary
VIDEO AUDIO
ON CAM JEANETTE (MCU)
ON CAM JEANETTE (CU)
ON CAM BOTH (MLS)
ON CAM BOTH (MS)
ON CAM TAN (MCU)
ON CAM BOTH (MS)
ON CAM TAN (MCU)
Cutaway to promo trailer of
Twittamentary (muted)
(INTRO) Good evening, I’m Jeanette Aw.
(Jeanette) A local documentary has been met with
unprecedented success. Twittamentary, a
documentary that initially began as an experiment,
focuses on a popular social media tool, Twitter.
Twittamentary, is the brainchild of award-winning
television producer, Tan Siok Siok. We have her in the
studio today to tell us more about the documentary.
Thank you for joining us.
(Tan) You’re welcome. It’s an honour to be here.
(Jeanette) Could you tell us more about how you came
up with the idea for Twittamentary?
(Tan) The whole idea of social media tools such as
Twitter, is that we are anonymous. We can express
ourselves behind an avatar without the fear of
reproach so the whole notion of getting people to
emerge from behind the computer screens to share
their stories might be counter-intuitive. But people did
and the stories we uncovered, brought us on an
incredible journey.
(Jeanette) That really does sound incredible. So what
is Twittamentary about?
(Tan) Twittamentary is a documentary that focuses on
the relationships between people using Twitter. We
capture the personal stories of people. Stories

ON CAM BOTH (MS)
ON CAM TAN (MCU)
ON CAM TAN (MCU)
ON CAM BOTH (MS)
ON CAM TAN (MCU)
ON CAM TAN (MCU)
Cutaway to promotional poster of
Twittamentary
everyone can relate to. Stories about our search for
love, meaning and significance.
(Jeanette) How did you come across Twitter?
(Tan) I came to Twitter in December 2007. Since I was
an outsider to the internet industry then, I saw
tweeting as my means of discovering how the web
works.
(Jeanette) What were some of the challenges you
faced when producing Twittamentary?
(Tan) I think many would expect the film to be full of
computer screenshots and talking heads. I sought to
find a way to make the film as visceral and visual as
possible by developing story ideas around an exciting
visual.
(Jeanette) Is there any particular story on
Twittamentary that is special to you?
(Tan) Every story on the documentary is special in its
own way. For example, one of the stories depicts the
struggles of a woman in Chicago, who found herself
homeless. She was able to use the computers in the
community libraries to share her daily struggles on
Twitter, and through Twitter, she began to receive
assistance.
(Jeanette) Thank you for joining us in the studio
(Tan) Thank you very much.
(Jeanette)Twittamentary will be making its debut at
the Oldenburg International Film Festival in Germany
later this month.

NEWS REPORT #1
Date: 31st
August 2011
Time: 9.30pm
Slug (story title): Burglar falls asleep on couch
VIDEO AUDIO
ELS of Malaysian neighbourhood,
Cutaway to LS of the house that was
broken into
MCU Stephanie Lim
SUPER Stephanie Lim, Homeowner
LS of neighbour demonstrating how he
had apprehended the burglar
MCU Aziz Hassan
SUPER Aziz Hassan, Neighbour
Cutaway to the couch the burglar had
fallen asleep on. (PAN LEFT TO RIGHT)
MCU Gan Kok Meng
SUPER Gan Kok Meng, Penang District
(INTRO) Good evening, I’m Jeanette Aw with the
evening news.
(NEWSCASTER) A homeowner in Malaysia was
shocked, when she returned home to find a burglar
napping on her couch.
(VO) Strange but true. A homeowner in the northern
state of Penang, had returned home from a month-
long holiday when she realised that the front door of
the house was ajar.
(SOT: STEPHANIE LIM)“I realised that something was
amiss when the door was unlocked. I grabbed my
umbrella and tiptoed into the house. The house was
in a mess! I crept up to the second floor and that’s
where I saw him. I was shocked when I saw him
sleeping on my couch. I screamed!”
(VO)The burglar woke up and escaped through a
window but neighbours who had been alerted by the
screams, tackled the burglar to the ground and
managed to pin him down until the police arrived.
(SOT: AZIZ HASSAN)“I immediately ran out when I
heard the scream. When I saw a man jumping out of
the window, I quickly hid behind my car and jumped
out at him as soon as he turned the corner. I was
dumbfounded when I found out that he had fallen
asleep after ransacking the house!”
(VO) The burglar had fallen asleep with the loot worth

Police Chief
Cutaway to Amateur footage of burglar
being led into a police car.
some ten-thousand ringgit.
(SOT: Gan Kok Meng) This is indeed a peculiar case.
The burglar was having a cold and had taken some
medication prior to the break-in. After having
ransacked the house, the burglar decided to take a
nap as he was feeling drowsy. I have never
encountered a case like this before.”
(VO) The forty-two year old man has yet to be
charged but is expected to be sentenced tomorrow.

NEWS REPORT #2
Date: 29th September 2012
Time: 9.30pm
Slug (story title): Problem Gambling in Singapore
VIDEO AUDIO
ELS of Marina Bay Sands,
Cutaway to LS of entrance to the
MBS Casino
Cutaway to table of statistics from
NAMS, classifying its patients as
problem gamblers
Cutaway to LS of the scene where
the man had set himself on fire.
Cutaway to table showing results of
the MCYS Gambling Participation
Survey
(INTRO) Good evening, I’m Jeanette Aw with the
evening news.
(Jeanette) The government has announced that it
intends to propose measures to protect
Singaporeans from problem gambling.
(VO) Gambling addiction cases are on the rise.
The National Addictions Management Service,
cites gambling addiction as the top three forms of
addiction in Singapore, third only to drug and
alcohol addiction.
(VO) Between 2007 and 2009, the National
Addictions Management Service, saw a 12 per
cent increase, in the number of patients, seeking
treatment for problem gambling.
(VO) In September last year, an unemployed
elderly man was believed to have set his car, and
himself, on fire, after chalking up a massive debt
at the Resorts World Sentonsa casino.
(Jeanette) And the problem is not just limited to
adults.
(VO) A survey, carried out by the Ministry of
Community Development, Youth and Sports,
found that gamblers start young. 24 per cent of
gamblers, had started participating in gambling-
related activities, before the age of 18.

ON CAM JEANETTE (CU), from
another angle
MCU Tan Khee Shian
SUPER Tan Khee Shian,
Occassional Casino-Goer
MCU Shay Peh Ling
SUPER Shay Peh Ling, Frequent
Casino-Goer
(Jeanette) To curb the rise of problem gambling
cases, the government has proposed measures
such as setting visitation limits. This, will limit
the number of times, a visitor may enter the
casino, within a period of six months, up to a
year.
(Jeanette) And most Singaporeans, it seems,
support the move.
(SOT: TAN KHEE SHIAN) “I think it’s good
that the government is stepping in. By limiting the
frequency of visits to a casino, I think we’ll see
fewer cases of problem gambling. I mean, how
often do you need to go to the casinos anyway?”
(Jeanette) However, some Singaporeans find the
new proposals a hassle.
(SOT: SHAY PEH LING) “I don’t understand
why you would open a casino and then prevent
people from entering it. I go to the casino quite
frequently and I don’t have a problem. Personally,
I think that we need to be responsible for our own
actions.”
(Jeanette) The new proposals are expected to kick
in by June, next year.

DOCUMENTARY
1) Name
Mohamed Muhaymin Bin Mohamed Hussein
2) Creative & Suitable Programme Title
The Glass Labyrinth*
* Refers to a maze that one can find his/her way out of and get through.
3) Client / Organisation
Institute of Mental Health (IMH) - Child Guidance Clinic. The child guidance
clinics are a wing of the IMH, that caters specifically to the needs of children or
adolescents who may have autism, attention deficit hyperactive disorder (ADHD),
attention deficit disorder (ADD) and other mental health co-morbidities.
4) Length of Programme
The programme is scheduled to run for 10 minutes.
5) Programme Content
A 10-year-old boy suffering from Asperger’s Syndrome, and a girl, 9, who suffers
from ADHD are thrown into the deep-end when trying to make friends or cope
with mainstream primary school education. However, both children, their weary
parents and their teachers quickly realise that all is not lost when support arrives
in the form of specialised structures and strategies provided by the Child
Guidance Clinic. The story shows that with the proper guidance and support,
children with special needs can in fact, cope with mainstream education.

6) Treatment
The distinct sound of the school bell rings as primary school pupils begin to form
their class lines in the school hall. At the entrance of the hall, Tan Hao Yi, grunts
uncomfortably as he shifts the weight of his school bag, but it makes no
difference. Giving up, he finally steps into the school hall and plonks himself at
the back of his class line.
Narrator – Tan Hao Yi, seems like any ordinary boy. Nothing about his
appearance hints at the condition that he suffers from.
In the next scene, Hao Yi, proceeds to punch and curse profusely at his school bag
in full view of his classmates, for weighing so much.
Scene cuts to Interview with Child Guidance Behavioural Specialist, Ms Eunice
Png
Ms Eunice Png – He suffers from a condition called Asperger’s Syndrome.
For most parts, Hao Yi is unable to manage his emotions and keep his
temper in check. Asperger’s belongs to the same spectrum as Autism.
Children who suffer from Asperger’s Syndrome are high-functioning and
are generally able to do quite well in their academics. However, due to their
sudden outbursts and fits of anger, friends are hard to come by.
Scene cuts to Interview with Hao Yi’s parents, Mr and Mrs Tan.
Mr Tan – He’s a smart boy but obviously lacking in social skills. This is
particularly worrying considering that when he grows up, he’ll be joining the
workforce and will work with others. If he does not learn social skills now,
I’m afraid it’ll be too late.
In the following scene, Hao Yi is seated visibly further away from his class, the
space in between of him and his classmates seem to stretch for miles.

In the next scene, a teacher is introducing the day’s lesson objectives to her
pupils. While every boy and girl seems intent on paying attention, Delfina Yong,
a Primary 3 girl, stares dreamily outside the window. It isn’t too long before she is
caught daydreaming by her teacher and is instructed to stand as a form of
punishment.
Scene cuts to Interview with Child Guidance Behavioural Specialist
Ms Eunice Png – Delfina suffers from Attention Deficit Hyperactive Disorder
or more commonly known as ADHD. Although it is more commonly known
to affect boys, a handful of girls do suffer from ADHD. Children who suffer
from it act without consideration and have a very difficult time paying
attention or attending to details. Although this seems to describe most young
children, children with ADHD present these symptoms over a longer period
of time and will persist till they are older.
Scene cuts to Interview with Delfina’s teacher, Ms Dorling Tan.
Ms Dorling Tan – I know that she can’t help it but it gets in the way of her
learning. I’m particularly worried for her as she does not seem to be able
absorb any concept being taught in class. As such, she fares very poorly in
her academics.
Not too long after, the voice of Delfina’s teacher is drowned out by her
fascination with the constant whirring of the ceiling fan. She is oblivious to her
surroundings as her classmates start working on their assignments.
Next scene shows the IMH building before cutting to a shot of the Child Guidance
Clinic.

Narrator – The child guidance clinics are a wing of the IMH, that caters
specifically to the needs of children or adolescents who may have autism,
attention deficit hyperactive disorder (ADHD), attention deficit disorder
(ADD) and other mental health co-morbidities. Today, Hao Yi and Delfina
together with their parents have been scheduled to meet with Ms Eunice Png.
The next two scenes show shots of the 2 families entering the clinic and
eventually, the office of Ms Eunice Png.
The next scene shows Ms Png addressing Hao Yi’s condition as well as his
parents’ concerns. She suggests several coping strategies that Hao Yi can adopt
when he feels like he’s about to lose his temper. She suggests follow-up sessions
with Hao Yi so she can continue to work with Hao Yi and to monitor his progress.
Hao Yi and his visibly-relieved parents then leave the clinic.
The next scene shows Ms Png explaining Delfina’s condition to her parents. She
suggests several strategies to manage her ADHD. She also suggests an
individualised, long-term plan for Delfina for behavioural therapy combined with
medication, if necessary. Ms Png even offers to reach out to Delfina’s teachers to
propose several strategies they can employ in the classroom. At the end of the
session, Mr and Mrs Yong thank Ms Png profusely.
The following scene shows the text “6 months later.” before fading to a shot of
Hao Yi in the canteen sitting alone during recess, until a classmate joins him.
The next scene shows interviews with several of his classmates. They state the
changes they see in Hao Yi’s behaviour.
The next scene is an interview with Hao Yi. He shifts uncomfortably in his seat
but says nothing. He is asked what type of changes he has experienced and what
are some of the things he has done differently to achieve those changes.

Hao Yi – It’s just as Ms Png says it, “Stop, Think, Act”. It’s difficult
sometimes. It’s like trying to stop a train but I’m happier. I don’t feel like an
outsider anymore. I have a friend.
The scene fades to black and fades to a shot of Delfina in class. Her teacher gives
out instructions but once she’s done, she writes out her instructions on a piece of
acrylic board and hands it to Delfina. Her partner settles it on the desk in front of
her and they promptly get to work. Once in a while, her partner checks on her
progress and prompts her to stay on task whenever she pauses.
The next scene shows an interview with Ms Dorling Tan.
Ms Dorling Tan – It’s amazing to see the changes I’ve seen in her. I’ve had to
accommodate to help her but I think it’s all worth it. She isn’t exactly acing
all her tests yet but she’s definitely improved. Her confidence is growing too.
The next shot shows Delfina proudly showing off her latest Spelling Test. She had
scored a 5 out of 10. Before the interviewer can ask her a question, she gives a
toothy grin before dashing back to her seat.
The scene fades to black and the following text (white) fading in and out in
separate scenes, one after another.
“One year on…”
“Hao Yi now has 3 friends, with 1 on the way, as he puts it…”
“Delfina has scored full marks in her latest Spelling test…”
“To find out more about The Child Guidance Clinic and how they can help
your child, go to http://www.imh.com.sg”

7) Target Audience
My primary target audience are parents of children who are attending school.
They may be parents of children who have been diagnosed as having special
needs or may not even be aware that their child has a learning disability. I am a
teacher in a primary school and it is quite alarming to see the number of children
who have learning disabilities, be it minor or critical. Unfortunately, we see that
in a majority of these cases, parents may not recognise that the child has a
learning disability and that he/she requires additional and specialised support. By
targeting them, I hope to be able to raise more awareness about the topic at hand
and to show that there are avenues for them to seek support should they decide to.
My secondary target audience would be educators. I hope for them to be able to
see that learning disabilities in children is something that, given the right
strategies and support, can be overcome or at least alleviated. The task of teaching
children with special needs is a daunting one, especially when you cater to a class
of 30-40 pupils and many become disillusioned or disenchanted, thinking that
they are alone in dealing with pupils with learning disabilities.

8) Cast
Main characters
Tan Hao Yi, a Primary 4 student at Anchor Green Primary School who suffers
from Asperger’s Syndrome, causing him to be socially ostracised by his peers.
Delfina Yong, a Primary 3 student at Anchor Green Primary School suffering
from ADHD. This causes her to find it impossible to pay attention during lessons,
thus causing her academics to suffer.
Ms Eunice Png, a Child Guidance Behavioural Specialist with the Child Guidance
Clinic. She is consulted in both Hao Yi’s and Delfina’s cases and provides
support to both families as well as to the teachers of the school.
Supporting characters
Mr and Mrs Tan, parents of Tan Hao Yi. They express concern at how Hao Yi is
unable to make friends in school.
Ms Dorling Tan, Delfina’s teacher. She is worried at Delfina’s progress in school
due to her condition.
9) Location
(a) Anchor Green Primary School, 31 Anchorvale Drive, Singapore 544969 This
is where Hao Yi and Delfina attend school. Situated in Sengkang, the school is
within close vicinity to the Institute of Mental Health. This is also where the
interview with Hao Yi’s parents and classmates as well as Delfina’s teacher, Ms
Dorling Tan, takes place.
(b) Institute of Mental Health, Buangkok. 10 Buangkok View, Singapore 539747.

This is where one of the Child Guidance Clinic is situated and is where Ms
Eunice Png is based. The interview with Ms Png is carried out here, as well as the
consultation sessions that occurred during the shooting.

Shot Number: 1
Graphics:
SUPER: Anchor Green Primary School
Time 7.15 a.m
Time: 10 sec
Comments/Script:
SFX: Background sound of children in a school
Shot Number:2
Graphics: Nil
Time: 5 sec
Comments/Script:
SFX: School bell rings
Camera: Pan from right to left of the school hall
Anchor Green
Primary School
Entrance

Shot Number: 3
Graphics:
SUPER: Tan Hao Yi, 10
Time: 15sec
Comments/Script:
Script: At the entrance of the hall, Tan Hao Yi, grunts
uncomfortably as he shifts the weight of his school bag, but it
makes no difference.
Narrator (VO): Tan Hao Yi, seems like any ordinary boy.
Shot Number:4
Graphics: Nil
Time: 10sec
Comments/Script:
Script: Hao Yi finally steps into the school hall and plonks
himself at the back of his class line

Shot Number: 5
Graphics:
SUPER: Ms Eunice Png, Child Guidance Behavioural Specialist
Time: 50sec
Comments/Script:
Ms Png: He suffers from a condition called Asperger’s Syndrome.
For most parts, Hao Yi is unable to manage his emotions and keep
his temper in check. Asperger’s belongs to the same spectrum as
Autism. Children who suffer from Asperger’s Syndrome are high-
Shot Number:6
Graphics:
SUPER: Mr and Mrs Tan, Parents of Hao Yi
Time: 30 sec
Comments/Script:
Mr Tan: He’s a smart boy but obviously lacking in social skills.
This is particularly worrying considering that when he grows
up, he’ll be joining the workforce and will work with others. If
he does not learn social skills now, I’m afraid it’ll be too late.

Shot Number: 7
Graphics: Nil
Time: 7 sec
Comments/Script:
Script: Hao Yi is seated visibly further away from his class, the
space in between of him and his classmates seem to stretch
for miles.
SFX: Mix of background ambience of school & soft touching
music
Shot Number:8
Graphics: Nil
Time: 10 sec
Comments/Script:
Shot: Fade from black
Camera: Zoom out from MCU of teacher to a shot of the
classroom.
Teacher: Teaching and giving instructions in class

Shot Number: 9
Graphics:
SUPER: Delfina Yong, 9
Time: 10 sec
Comments/Script:
Narrator (VO): While every boy and girl seems intent on
paying attention, Delfina Yong, a Primary 3 girl, stares
dreamily outside the window. It isn’t too long before she is
caught daydreaming by her teacher and is instructed to
Shot Number:10
Graphics: SUPER: Ms Eunice Png, Child Guidance Behavioural
Specialist
Time: 50 sec
Comments/Script:
Ms Png: Delfina suffers from Attention Deficit Hyperactive Disorder or
more commonly known as ADHD. Although it is more commonly
known to affect boys, a handful of girls do suffer from ADHD.
Children who suffer from it act without consideration and have a
very difficult time paying attention or attending to details. Although
this seems to describe most young children, children with ADHD

Shot Number: 11
Graphics:
SUPER: Ms Dorling Tan, Form teacher of Delfina Yong
Time: 30 sec
Comments/Script:
Ms Tan: I know that she can’t help it but it gets in the way of
her learning. I’m particularly worried for her as she does not
seem to be able absorb any concept being taught in class.
As such, she fares very poorly in her academics.
Shot Number:12
Graphics: Nil
Time: 10 sec
Comments/Script:
Script: Not too long after, the voice of Delfina’s teacher is
drowned out by her fascination with the constant whirring of
the ceiling fan. She is oblivious to her surroundings as her
classmates start working on their assignments.
Shot: Gradual fade to black

Shot Number: 13
Graphics:
SUPER: Institute of Mental Health, Buangkok
Time: 5 sec
Comments/Script:
Narrator (VO): The child guidance clinics are a wing of the
IMH, that caters specifically to the needs of children or
adolescents who may have autism, attention deficit
hyperactive disorder (ADHD), attention deficit disorder (ADD)
Shot Number:14
Graphics: Nil
Time: 4 sec
Comments/Script:
Narrator (VO): Today, Hao Yi and Delfina together with their
parents have been scheduled to meet with Ms Eunice Png.
Script: The Tay family arrives and enters the clinic.
Camera: LS of the family entering the clinic
Child Guidance Clinic

Shot Number: 15
Graphics:
Nil.
Time: 15 sec
Comments/Script:
Ms Png: Addresses Tan Hao Yi’s issues and gives several
suggestions on how to help support Hao Yi manage with his
anti-social tendencies.
Camera: MCU shot of Ms Png
Shot Number:16
Graphics: Nil
Time: 5 sec
Comments/Script:
Camera: MCU shot of the Tans reacting to Ms Png’s
assessment and suggestions

Shot Number:17
Graphics:
Nil
Time: 4 sec
Comments/Script:
Narrator (VO): The Yong family has arrived for their
appointment with Ms Yong.
Camera: LS of the family entering the clinic
Shot Number:18
Graphics: Nil
Time: 15 sec
Comments/Script:
Ms Png: Addresses Delfina’s issues and gives several
suggestions on how to best support Delfina to cope with her
condition.
Camera: MCU shot of Ms Png
Child Guidance Clinic

Shot Number: 19
Graphics: Nil
Time: 4 sec
Comments/Script:
Camera: MCU shot of the Yongs reacting to Ms Png’s
assessment and suggestions
Shot: Fade to black
Shot Number:20
Graphics: 6 months later
Time: 3 sec
Comments/Script:
SFX: Background noise of a school canteen fading in
6 months later…

Shot Number:21
Graphics: Nil
Time: 7 sec
Comments/Script:
Script: Hao Yi sits alone during recess, until a classmate sits
beside him and joins him.
Camera: MCU Shot of both pupils
Shot Number:22
Graphics: SUPER: Pupil X, Hao Yi’s classmate
Time: 10 sec
Comments/Script:
Pupil X: He is so much more “normal” now. He’s not too bad.
Camera: MCU shot of Pupil X

Shot Number:23
Graphics:
SUPER: Tan Hao Yi, suffers from Asperger’s Syndrome
Time: 10 sec
Comments/Script:
Hao Yi: It’s just as Ms Png says it, “Stop, Think, Act”. It’s difficult
sometimes. It’s like trying to stop a train but I’m happier. I
don’t feel like an outsider anymore. I have a friend.
Shot: Fade to black
Shot Number:24
Graphics: Nil
Time: 15 sec
Comments/Script:
Shot: Fade from black
Script: Her teacher gives out instructions but once she’s done,
she writes out her instructions on a piece of acrylic board and
hands it to Delfina. Her partner settles it on the desk in front of
her and they promptly get to work. Once in a while, her

Shot Number:25
Graphics:
SUPER: Ms Dorling Tan, Form teacher of Delfina Yong
Time: 15 sec
Comments/Script:
Ms Dorling Tan: It’s amazing to see the changes I’ve seen in
her. I’ve had to accommodate to help her but I think it’s all
worth it. She isn’t exactly acing all her tests yet but she’s
definitely improved. Her confidence is growing too.
Shot Number:26
Graphics: Nil
Time: 7 sec
Comments/Script:
Script: Delfina proudly shows off her latest Spelling test and
runs off camera after a while.
Camera: MCU of Delfina
Spelling
8/10

Shot Number:27
Graphics:
“One year on…”
“Hao Yi now has 3 friends, with 1 on the way, as he puts it…”
“Delfina has scored full marks in her latest Spelling test…”
“To find out more about The Child Guidance Clinic and how
they can help your child, go to http://www.imh.com.sg”
Time: 20 sec
One year later…
One year later…

INTRO:
GOOD MORNING, I’M MUHAYMIN WITH THE MORNING NEWS...
LEAD:
POLITICAL HISTORY HAS BEEN MADE IN THE SINGAPORE GENERAL ELECTIONS...
MAIN TEXT:
THE WORKER'S PARTY OR W-P, SUCCESSFULLY CAPTURED THE ALJUNIED
GROUP REPRESENTATION CONSTITUENCY. THE W-P TEAM LED BY LOW THIA
KIANG, WON
72 THOUSAND 165 VOTES, OR 54.7 PERCENT OF TOTAL VOTES CAST, TO BEAT THE
PEOPLE'S ACTION PARTY OTHERWISE KNOWN AS P-A-P. IN HIS
CONGRATULATORY SPEECH, FOREIGN MINISTER GEORGE YEO, WHO HAD
ANCHORED THE P-A-P TEAM, THANKED THE ALJUNIED RESIDENTS FOR THEIR
SUPPORT.
.
(SOUNDBITE OF GEORGE YEO) “WE RESPECT THE DECISION OF THE PEOPLE OF
ALJUNIED. WE WANT TO THANK THE PEOPLE OF ALJUNIED FOR GIVING US THE
PRIVILEGE TO SERVE THEM ALL THESE YEARS.”
THE WIN IS REGARDED AS AN IMPORTANT POLITICAL LANDMARK. SENIOR
MINISTER S JAYAKUMAR SAYS THAT THE RESULT, SHOULD BE VIEWED
POSITIVELY.

(SOUNDBITE OF S JAYAKUMAR) "IT IS A MAJOR STEP IN THE EVOLUTION OF
OUR PARLIAMENTARY AND POLITICAL SYSTEM. THINGS WILL CHANGE. IN
EVERY CHANGE WE NEED TO ENSURE THAT IT IS FOR THE POSITIVE."
IN THE 2006 ELECTIONS, THE P-A-P TEAM HAD BEAT THE W-P TEAM WITH
56.1 PER CENT OF THE VOTES.

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