Advertising students’ capstone projects address social issues through creative campaigns

The Faculty of Arts and Social Science (FAS) of UTAR recently hosted an engaging exhibition, organised by the Department of Advertising as part of the UAMA3116 Design Campaign course. The course served as the capstone project for final-year Bachelor of Communication (Honours) Advertising (AV) students, providing them with the opportunity to apply their skills and knowledge to real-world issues.

The exhibition, held on 10 September 2024, took place at the foyer of Dewan Tun Dr Ling Liong Sik, UTAR Kampar Campus. Its theme focused on addressing critical social issues faced by Malaysian youth, a demographic crucial to the country’s future as drivers of the digital economy and leadership.

However, in recent years, Malaysian youth have been spotlighted for rising incidences of negative behaviours, including bullying both physical and online, internet addiction, depression, and other related challenges. To tackle these concerns, students were tasked with developing creative advertising campaigns that raise awareness and offer solutions to these issues.

A total of 26 students, divided into seven groups, participated in the event, with each group presenting an advertising campaign focused on pressing social issues affecting Malaysian youth today:

1. Train Your Mind – This campaign raised awareness about online scams and financial fraud using a train concept, highlighting how falling for a scam is like heading to the wrong station - difficult to reverse.
   
   
2. Be an Ally – A campaign focused on raising awareness about the rising suicidal tendencies and mental health risks among Malaysian youths. It also addressed the current state of mental health in Malaysia, including the latest statistics on suicidal ideation and depression among youths, while shedding light on the stigma and myths surrounding suicide.
   
   
3. Heavy to Healthy – The campaign promoted obesity awareness with a softer approach, moving away from fear-based messaging. Using green as the central colour, symbolising health, renewal, and transformation, the campaign emphasised obesity prevention as a step towards a healthier lifestyle.
   
   
4. Perfect Body Doll – This campaign addressed the pressures of social media and societal expectations that contribute to negative body image and self-esteem issues. Unlike traditional approaches that promote narrow beauty standards, the Perfect Body Doll symbolised diversity and inclusivity by representing different body types, encouraging a perspective that values authenticity and inner fulfilment over external expectations.
   
   
5. Switch Bully into B.R.A.V.E – An anti-bullying campaign designed to inspire students to embrace their uniqueness and build self-confidence. It encouraged students to stand up against bullying, whether as victims, witnesses, or advocates, by promoting effective strategies, enhancing self-worth, and establishing a reporting process to create an inclusive and supportive learning environment.
   
   
6. Tech@Break – This campaign effectively conveyed its message about addressing technology addiction. By emphasising the need to disconnect from digital devices, it aligned with the goal of promoting a healthier balance between technology use and personal well-being. The wordplay grabbed attention and encouraged the audience to reconsider their technology habits for a healthier lifestyle.
   
   
7. Behind the Smile – This campaign targeted individuals struggling with smiling depression, a condition where people use humour and laughter to mask their true feelings, making it hard for others, and themselves to recognise mental health struggles. The campaign also focused on individuals who find it difficult to express emotions due to societal expectations and fear of judgment, preventing them from openly communicating or showing vulnerability.

The event attracted significant attention from students, staff, and visitors, highlighting the importance of the issues being addressed.

Dr Cheryl Chelliah Thiruchelvam and Dr Pragash Muthu Rajan, advisors for the capstone project, expressed their pride in the students’ efforts. “Each year, students present their campaigns in increasingly creative and dynamic ways, utilising the latest technological advancements to engage with their target audiences,” said Dr Cheryl. Dr Pragash added, “We are impressed by the students’ dedication and their ability to address such important social issues with both sensitivity and innovation.”

The students applied a range of media, including digital platforms, posters, interactive elements, and social media strategies, to convey their messages. The exhibition demonstrated not only their ability to create impactful campaigns but also their commitment to using advertising as a tool for social change.

The visitors were invited to participate in various booths and activities designed by the students. From engaging games to thought-provoking displays, participants enjoyed a highly interactive experience. As they moved from one station to the next, they gained new insights into the issues being tackled, reinforcing their understanding of the subject matter in an enjoyable and informative manner.

The exhibition served as a valuable platform for students to showcase their skills while addressing significant social challenges. Their creativity, coupled with a strong sense of responsibility, highlighted the potential of these future advertising professionals to make a positive impact on society.

Also present at the exhibition were FAS Dean Dr Lee Lai Meng, Deputy Dean Ts Dr Khor Kheng Kia, Ms Kok Hui Meian, FAS staff, and students.