This deck is built to simulate pitching the Dare to Bare (DTB) initiative to the Ministry of Family and Social Development Singapore to subsequently seek support in the areas of endorsement, finance and/or logistics. Comments are included, in grey, where necessary to narrate what will be elaborated during the pitch presentation.

1. ES II submission notes
This deck is built for the purposes of pitching the Dare to
Bare (DTB) initiative to the Ministry of Family and Social
Development Singapore to subsequently seek support in
the areas of endorsement, finance and/or logistics.
Comments are included, in grey, where necessary to narrate
what will be elaborated during the pitch presentation.

2. Pitch Presentation. Ng Hui Shan, Elsa
image.artisantalent.com

3. 01.
MSF x DTB
05.
Implementa
tion
02.
Inspiration
06.
Closing
03.
Synthesis
04.
Ideation
Agenda
How we are
aligned to
MSF’s causes
Identifying
the gap/
opportunity
Choosing
where to focus
the energy
Prototyping
and user
testing
Live in beta
and preparing
the road map
Q&A

4. 01.
MSF x DTB
Establishing a considered partnership between Dare to Bare and Ministry
of Social and Family Development. image.companyregistrationinsingapore.com.sg

5. At MSF, we are
passionate about
making Singapore
a great place to
live in.
MSFMinistry of Social and Family
Development
Ministry of Family and
Social Development
Singapore (MSF) has
been identified as a
potential partner to
DTB. We believe our
mission is well-aligned
and DTB can cater to
MSF’s causes.

6. MSF develops the “heartware” for Singapore
through their policies, community infrastructure,
programmes and services.
Its mission is to nurture resilient individuals,
strong families, and a caring society.
image.msf.gov.sg

7. MSF develops the “heartware” for Singapore
through our policies, community infrastructure,
programmes and services.
Its mission is to nurture resilient individuals,
strong families, and a caring society.
image.msf.gov.sg
resilient individuals
strong families have the courage
to “bounce back”;
vulnerability breeds
courage.
are backed by deep
connections, formed
between vulnerable
and authentic
individuals.

8. MSF develops the “heartware” for Singapore
through our policies, community infrastructure,
programmes and services.
Its mission is to nurture resilient individuals,
strong families, and a caring society.
image.msf.gov.sg
a caring society is an organic outcome
of authentic deep
connections.

9. 02.
Inspiration
Framing the issue, immersing in the current situation and
identifying the opportunity. image.auntbeulahblog.wordpress.com

10. what we
gatheredSense of connection is at the core of lives.
People is commonly cited as a key source of meaning to life...
in a 2015 opinion poll conducted with more than 40 individuals aged between 17 and 63.
Loved ones keep them going in times of struggle...
and they would choose to spend important time with them.
image.worldtoilet.org
The opinion poll was
conducted as part
of the Preparation
for Extended Study
(ES) from Sep to Nov
2015, for which I made
an enquiry into the
meaning to life.

11. what we
gatheredWe are afraid to be authentic.
We wait till the last to verbalise words of gratitude, love and regret...
an observation made in early 2016 when respondents were invited to pen their last ten words.
We dedicate those powerful words to people who matter most...
such as our families and loved ones.
image.springsadvertiser.co.za
These observations
were made from an
exploration task during
ES I from Dec 2015 to
Feb 2016.
Revisiting what I read
on existentialism and
human connections
tells me that the reason
is likely linked to
vulnerability—we are
afraid to be authentic.

12. what we
gatheredWe are afraid to be authentic.
images.sample responses from the exploration task conducted in early
2016 where respondents were invited to pen their last ten words

13. what others
gatheredSingapore is emotionless and self-centred.
We are named one of the happiest nations in 2015...
by the World Happiness Report because of a high GDP.
We recorded the biggest surge in “positive emotions” in 2013...
by a Gallup poll, seemingly from unprecedented attention given to the results from prior edition.
We are ranked the most emotionless society globally in 2011...
by the same Gallup poll which looked at what makes life worth living.
image.straitstimes.com
Poll reports were
extracted from
established web
sources such as
bloomberg.com and
straitstimes.com.

14. image.bloomberg.com
what
others
gathered

15. We believe we are individually compassionate and honest...
but described society as being materialistic, self-centred and blame-shifting in the 2015
National Values Assessment survey.
image.straitstimes.com
what others
gatheredSingapore is emotionless and self-centred.

16. image.straitstimes.com
what
others
gathered

17. Vulnerability
is [...] the
birthplace of
joy, faith and
connection.quote.Brené Brown
image.youtube.com
Brené Brown is an
American scholar,
author, and public
speaker, who is
currently a research
professor at the
University of Houston
Graduate College of
Social Work.

18. How it
may hurtDeficit in vulnerability and authenticity
compromises living, families and society.
Vulnerability
is [...] the
birthplace of
joy, faith and
connection.(mis)quote.Brené Brown
image.steadymarriages.com
The lack of vulnerability
may hamper joy, faith
and connection. Based
on the Preparation
for ES, connections
are at the core of life.
Accordingly, such
deficit will compromise
the lives of individuals
and their relationships.

19. How it
may hurtDeficit in vulnerability and authenticity
compromises living, families and society.
We are taught to not be different from others. We
grow up, facing difficulty in expressing ourselves, or
worse, staying emotionally neutral to avoid a fuss.
As we transit to independent individuals, social
challenges surface. We question the meaning
to life; we are prone to establishing inadequate
connections and relationships.
image.this.cm
Singaporeans have
our roots in Asian
culture, which
although teaches us to
be benevolent, does
not emphasise on
being authentic and
vulnerable.

20. What is
helpingRelevance can be drawn from Singapore
Budget 2016 presented on 24 March 2016.
On top of its typical focus on
businesses, Singapore Budget 2016
discussed plans to build a caring
and resilient society by investing in
children and providing support for
seniors and persons with disabilities.
clockwise from top-left.rainbowcentre.
org.sg, straitstimes.com and
thepeopleofsingapore.tumblr.com
It is relevant to examine the
latest budget to identify
Singapore government’s
area(s) of focus.

21. what is
missingWhat about the “not young, not old”?
image.theurbanwire.com
Filling the gap Filling the gap

22. 03.
Synthesis
Identifying the fertile ground, reframing the problem and
choosing where to focus the energy. image.classic-archer.com

23. The proposed works will avail individuals who:
• are transiting to independent adults—
establishing a family or circle of friends,
while shouldering bigger responsibility of
looking after their parents
• want to build quality connections
• find difficulty in expressing feelings
Who To reachPrimarily.
image.singaporeparentbloggers.com
The transition to
independent adulthood
appears to be awkward
and challenging for
individuals in Singapore,
who typically live with
their parents at least up
till just before marriage.

24. The proposed works will also avail:
• communities and families who are keen
to build tighter bonds within their own
groups
• people who are interested in exploring
the notion of introspection and outward
connections
Who To reachSecondarily.
image.sas.edu.sg

25. Jayden
CheungPersona A
Nationality. Singaporean
Ethnicity. Chinese
Age. 25
Occupation. Undergraduate
Relationship status. Attached
Family make-up. Parents, two siblings
Dwelling type. HDB flat (public housing)
Intention. To have enough courage to
express his genuine self image.americasmarketingmotivator.com
Jayden Cheung
(pseudonym) is a
respondent of the poll
conducted during the
Preparation for ES.
Details were extracted
from Jayden.

26. [My life is
meaningful
because]
loved ones
keep me going.
image.americasmarketingmotivator.com
Jayden
CheungPersona A
Jayden Cheung
(pseudonym) is a
respondent of the poll
conducted during the
Preparation for ES.
Details were extracted
from Jayden.

27. 04.
Ideation
Exploring promising option, prototyping and iterating through user
testing towards a human-centered solution.

28. This illustrator-rendered visual
demonstrates the look and
feel of the void deck space.

29. Nine-step
experiment
to draw people closer.
The steps were self-prescribed
through reading and explorations;
they are currently being refined to
better cater to audience’s needs.

30. Dare to
BareAn experiment to draw people closer.
“Dare to Bare” is a body of works, which includes a
compelling experimental narrative in a communal
space close to the hearts of people.
Scheduled guided journey, which comes with a
toolkit, is available. It is expected to help visitors
engage with the space more meaningfully.
Communal space (e.g. void decks)
leverages on human traffic and
encourages repeated visits and
sharing; aided tours can help
interested individuals who are
uncertain how to begin.

31. Dare to
BareAn experiment to draw people closer.
“Dare to Bare” is a body of works, which includes a
compelling experimental narrative in a communal
space close to the hearts of people.
Scheduled guided journey, which comes with a
toolkit, is available. It is expected to help visitors
engage with the space more meaningfully.
experimental narrative comprises nine prescribed
steps to:
i. inspire authenticity and
benevolence;
ii. better connected lives;
iii. help individuals confront
their fear of expressing
Points i. and ii. are the
key objectives of the
experiment; point ii.
caters to audience’s
main need identified.

32. “Dare to Bare” is a body of works, which includes a
compelling experimental narrative in a communal
space close to the hearts of people.
Scheduled guided journey, which comes with a
toolkit, is available. It is expected to help visitors
engage with the space more meaningfully.
Dare to
BareAn experiment to draw people closer.
toolkit comprises designed cards,
letter templates, amongst
other items, with information
on how to respond to the
nine steps.
comprises nine prescribed
steps to:
i. inspire authenticity and
benevolence;
ii. better connected lives;
iii. help individuals confront
their fear of expressing

34. Floor
plan
DTB comprises nine
prescribed steps which are
demarcated into two phases,
in chronological order:
i. introspection
ii. outward connection
0 0.5 1 1.5 2 2.5
Navigation arrow
Introspection steps
Outward connection
steps
Space guide
Walkway
This floor plan is drawn
to scale, based on the
void deck at Block 212,
Choa Chu Kang Central.
A void deck generally
refers to an open space
on the ground floor of
apartment blocks in
Singapore

35. User
map
Welcome
wall
Introspection
Outwardconnection
This user map describes Jayden’s
encounter and interaction with
each touchpoint in the space.

36. Step one
User
map
Introspection
Outwardconnection

37. Introspection
Outwardconnection
Step one
User
map
This was Jayden’s response to step
one of the experiment on social.

38. Introspection
Outwardconnection
Step one
[...]appear
fearless in
disguise of
my weak
persistence.
User
map
This was Jayden’s response to step
one of the experiment on social.

39. Introspection
Outwardconnection
Step one Authenticity card
User
map
Responses written/drawn by hand
were commonly sighted, which led
to the authenticity card design.

40. Introspection
Outwardconnection
Step one Authenticity card
User
map
Responses written/drawn by hand
were commonly sighted, which led
to the authenticity card design.

41. Introspection
Outwardconnection
Step two
User
map

42. Introspection
Outwardconnection
Step two
BOY
User
map
This was Jayden’s response to step
two of the experiment on social.

43. Introspection
Outwardconnection
Step two
User
map
The real deal
A pair of hangers (sans time constraint) may
draw more engagement with an exchange
between two individuals.

44. Introspection
Outwardconnection
Step two
User
map
A pair of hangers (sans time constraint) may
draw more engagement with an exchange
between two individuals.
The real deal

45. Introspection
Outwardconnection
Step
three
User
map
At the time of preparation for
submission, step three and after
have yet to be “live in beta”.

46. Introspection
Outwardconnection
Pledge card
Step
three
User
map

47. Introspection
Outwardconnection
Step four
User
map
Step four, the last step in
“Introspection”, attempts to
encourage participants to learn
about their dreams. It is inspired
by Bruce Lee’s letter to himself
and Scott Adams’ affirmation
techniques.

48. Introspection
Outwardconnection
Step four
Letter of my dream
User
map
By following instructions on the
guide, participants will receive,
in a return mail, the letter
they’ve written to themselves
and an additional tool to help
them reflect on the changes
they might have undergone
during the time lapsed. This
provides a spiritual closure to
each individual.

49. Introspection
Outwardconnection
User
map
Space guide
This space guide includes a floor
plan and details on aided tours.

50. Introspection
Outwardconnection
What may
be next
This slide presents
possible steps 5 to 9
designed to inspire
benevolence.

51. 05.
Implementation
Taking the prototype to beta stage, refining the solution, preparing
the road map to the marketplace.

52. How It
may growThe process is down-to-earth.
The reach and growth of the
experiment are entirely organic;
there is no prescribed strategy
to market and sell the non-profit
programme. It is expected to grow
largely by word of mouth, in a way
that is human and spontaneous,
likened to the nature of life.
clockwise from top-left.psdexplorer.
com/Dare to Bare’s Instagram account,
prepmun.sg and blog.weave.com.sg
Besides word of mouth,
DTB can also reach wider
audience through sharing
on social such as Instagram,
Twitter and tumblr with the
use of official hashtags.

53. image.blog.weave.com.sg
How it will
happenThe experiment is all organic, likened to life.
Live in beta
31 March 2016
“Dare to Bare” is currently live on social for quick
iterations into refined outcomes which better
cater to the intended audience.

54. Forging partnerships
24 May 2016
We pitch to selected associations whose causes
we believe DTB could benefit. The virtual space
continues to run in beta.
Communal dialogue
25 November 2017
A free-spirited dialogue is expected to conceive
through informal sharing of stories by participants
and observers. This may lead to bigger outcomes,
e.g. a workshop to serve a larger purpose.
Soft launch
2 January 2017
Based on the current run, it is estimated that it
will take six months to shape a robust outcome.
The first space should be ready for the market in
conjunction with the new year.
The first space is expected to be launched in
the heartland of a new estate in Singapore.
There are plans to expand DTB to other new,
then mature, estates.

55. How it
ExpandsThe space will begin occupying HDB blocks
in the new estates, then in the mature ones.
Upon the success of the first space,
a website may be introduced to
help anyone build similar spaces in
their residential areas. Regardless,
we plan to bring the space to new
estates first, then to mature
estates with new flats. Space to
flats ratio is estimated to be 1:10.
Sembawang
Punggol
Hougang
Ang Mo Kio
Bedok
Bukit Merah
Bukit Panjang
New estates^
Mature estates^
^Maturity of estates based on “HDB builds new generation neighbourhood centres
for upcoming estates”, channelnewsasia.com (3 Oct, 2015) and “Half of new HDB flats
this year to be in mature estates: Lawrence Wong”, straitstimes.com (24 Feb 2016).
Before Q&A, our intention
to seek MFS’s support will
be underscored and we will
propose a follow-up meeting.

56. image.ethos3.com
What’d
you need
to clarifyQ&A/write to elsa@daretobare.sg.

57. Thank youWe look forward to our partnership.
image.artisantalent.com