Andre Tan
LTA Walk More Campaign : Research, Report & Proposal
  
 
 
 
 
Andre Tan
 
 
 
Research & Report : LTA Walk More Campaign
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
In  it’s  bid  to  encourage  healthy  living  among  Singaporeans,  the  LTA  (Land  
Transport  Authority)  has  been  actively  promoting  the  benefits  and  various  
appeals  that  walking  or  cycling  brings.    This  paper  seeks  to  explore  and  
understand  potential  opportunities  for  public  persuasion,  local  and  foreign  
initiatives  implemented  as  well  as  the  transit  and  transportation  statistics  of  
local  students  who  utliize  public  transportation  on  a  daily  basis.  Apart  from  the  
aforementioned  pointers,  we  will  also  be  reflecting  on  the  wants  and  desires  of  
youths  aged  16-­‐25.  Cumulatively,  these  research  objectives  will  be  studied  in  
their  entirety  to  facilitate  the  construction  of  a  physical  poster  campaign  
designed  to  encourage  walking  from  one  bus  stop  or  one  train  stop  earlier.  
 
 
Established  in  2016,  Walk  Cycle  Ride  is  an  active  vision  implemented  by  the  LTA  
to  create  an  inclusive  city  with  a  public  transportation  system  that  allows  
everyone  to  take  part  in  our  lively  city  through  a  series  of    infrastructural  
changes.  [1]  Several  plans  and  programmes  that  encourage  active  mobility  were  
also  instrumented  to  supplement  this  vision.    The  Active  Mobility  Act  passed  in  
January  2017  sought  to  ensure  that  all  public  and  pedestrian  roads  were  used  
safely.[2]  (Appendix  1)  More  paths,  covered  linkways  and  barrages  were  
constructed  to  facilitate  more  walking  in  between  train  stations.  Contractors  
looking  at  developing  new  establishments  in  Singapore  also  have  to  submit  a  
WCP  (Walking  Cycling  Plan)  within  their  proposals  for  approval  that  provides  
the  establishment’s  patrons  with  walkable  or  cyclable  routes.  [3]Cycling  paths  
are  actively  being  constructed  pan-­‐island  in  an  attempt  to  provide  every  housing  
estate  in  the  country  with  connected  cycling  paths  by  2030.  [4]  (Appendix  2)  In  
the  same  spirit  of  health,  The  Walk  Against  Racism  was  a  walkathon  hosted  in  
2017  which  drew  more  than    2500  participants  from  all  over  the  island  to  walk  
3.8km  around  Marina  Bay  in  an  attempt  to  promote  racial  and  religious  harmony  
[15]  (Appendix  3)  
 
 
Aboard  foreign  shores,  LadyWalk  2018  organized  and  hosted  in  Copenhagen  
gathered  44,929  female  participants  of  all  ages.  [19]  (Appendix  4)  The  event  
created  an  opportunity  for  women  to  embark  on  a  7  or  12  km  walk  through  the  
capitol  city’s  scenic  routes,  while  raising  funds  to  support  medical  measures  that  
target  various  female  health  issues.  Participants  need  simply  pay  140  Kronos  
prior  to  the  commencement  of  the  walk  [19]  ;  this  amounts  to  minimally  
6,290,060  Kronos  raised  in  2018  alone.  More  significantly,  the  walk  provided  
44,929  women  with  an  experience.    That  is  of  course  a  supplement  to  urban  
redevelopment  projects  like  the  Aarhus  Cycling  City  which  experienced  a  19%  
increase  in  cycling  activity  in  the  recent  years  due  to  infrastructural  changes  
such  as  bicycle  friendly  streets  and  new  bicycle  parking  solutions  ;  
enhancements  in  street  cleanliness  and  aesthetics.  (Appendix  5)  [5]  LadyWalk  
2018  received  rave  reviews  online  with  many  participants  sharing  sentimental  
moments  they  experienced  throughout  their  walk  with  friends  or  family  as  well  
as  induced  an  increase  in  how  much  Danish  citizens  walked.  The  fact  that  the  
walks  occurred  in  natural  environments  surrounding  lakes  and  hills  instead  of  
the  re-­‐developed  urban  areas  distinguishes  the  importance  of  perceiving  each  
and  every  walk  as  an  experience.      
  
What  the  initiatives  implemented  in  both  countries  provided  is  a  conducive  and  
comfortable  environment  that  serves  to  encourage  walking  or  cycling  as  a  
reliable  and  enjoyable  form  of  public  transportation  as  well  as  walk  related  
group  campaigns  that  invited  local  citizens  to  partake  in  a  walk..  The  difference?  
While  local  initiatives  were  successful  in  developing  campaigns  that  encouraged  
people  to  walk  for  a  good  cause.  The  Danish  provided  an  avenue    and  an  
invitation  for  their  citizens  to  enjoy  a  walk  in  an  area  that  was  not  occluded  or  
perturbed  by  urban  noises,  sounds  and  sights.  Instead,  the  participants  of  Lady  
Walk  2018  enjoyed  a  calming  evening  walk  with  their  friends  and  family.  
Although  both  walk-­‐centred  campaigns  were  implemented  to  support  charitable  
or  social  causes,  LadyWalk  2018  offered  Danish  participants  an  experience  that  
they  may  not  have  had  or  might  not  have  encountered  for  an  extended  amount  of  
time.  
 
While  it  may  be  tempting  to  replicate  LadyWalk’s  concept  of  providing  a  
soothing  and  calming  walk,  many  locals  would  agree  that  Singapore  has  neither  
the  natural  nor  climatic  resources  to  support  such  a  walk.  The  average  weather  
in  Singapore  ranges  from  26  to  27  degrees  celcius  with  a  mean  annual  relative  
humidity  of  83.9  percent.  How  do  we  marry  both  concepts?  By  providing  
members  of  our  target  audience  with  an  experience  they  would  enjoy        
 
 
Truly  understanding  how  to  provide  students  with  an  experience  they  enjoy  
requires  an  introspective  look  into  what  students  or  millennials  cherish,  and  
value.  According  to  an  article  published  in  December  2017  by  Smart  Insights  ;  an  
online  platform  that  provides  actionable  marketing  advice,  youths  value  
authenticity  over  context,[12]  explaining  the  effectiveness  of  user  generated  
content.    In  a  survey  conducted  across  young  adults  aged  18-­‐25  by  the  Nielson  
Norman  group  –  a  world  leader  of  research  in  user  experience,  several  
significant  characteristics  regarding  the  way  young  adults  perceive  information  
and  act  upon  it  are  revealed.  Young  adults  prefer  and  enjoy  interactivity  only  if  
and  when  it  serves  a  purpose,  they  prefer  content  that  is  easy  to  scan  or  anaylze  
and  are  extremely  sensitive  to  tone.    [9]  Despite  the  considerably  picky  or  
selective  nature  of  millenials  one  could  easily  infer  from  the  aforementioned  
findings,    an  article  published  in  April  2017  by  the  Forbes  Community  aims  to  
present  millenials  as  empowered,  not  entitled.  [8]  The  article  states  that  instead  
of  being  lazy,  millenials  are  often  bored  instead  and  complacent  largely  due  to  the  
lack  of  a  good  challenge.      
 
 
So  what  do  millenials  want?  A  not  so  startling  article  by  iMoney.sg  in  August  
2018  suggested  that  millenials  cherish  and  value  an  experience-­‐rich  life.  [7]  With  
the  infrastructural  changes  and  active  mobility  initiative  Singapore  possesses,  I  
propose  a  walking  experience  that  challenges  millenials  with  facts  or  truths.  
 
 
 
 
  
References  :  
 
1. Land Transport Authority, Walk Cycle Ride .LTA. Available at: Land
Transport Authority Of Singapore. 2018. Walk Cycle Ride. [ONLINE]
Available at: https://www.lta.gov.sg/content/ltaweb/en/walk-cycle-
ride.html. [Accessed 14 November 2018]. [Accessed November 15,
2018].
2. Land Transport Authority, AMP For Public Housing .LTA. Available at:
https://www.lta.gov.sg/content/ltaweb/en/walk-cycle-ride/AMP-for-
public-housing-estates.html [Accessed November 14, 2018].
3. Land Transport Authority, Walking And Cycling Plan .LTA. Available at:
https://www.lta.gov.sg/content/ltaweb/en/walk-cycle-ride/WCP.html
[Accessed November 13, 2018].
4. Land Transport Authority, Cycling Infrastructure.LTA. Available at:
https://www.lta.gov.sg/content/ltaweb/en/walk-cycle-ride/integrating-
cycling-with-public-transport.html [Accessed November 13, 2018].
5. Fussverkehr.ch. (2018). More People To Walk More. [online] Available
at: https://fussverkehr.ch/wordpress/wp-
content/uploads/2016/09/944_kJ1jmWQff0.pdf [Accessed 14 Nov.
2018].
6. Fromm, J. (2018). How Millennials Travel And What It Means For
Business. [online] Forbes. Available at:
https://www.forbes.com/sites/jefffromm/2018/04/17/how-millennials-
travel-and-what-it-means-for-business/ [Accessed 15 Nov. 2018].
7. Lim, J. (2018). Here Are Some Surprising Insights About Singaporean
Millennials. [online] iMoney Learning Centre. Available at:
https://www.imoney.sg/articles/singapore-millennials-comparison-
world/ [Accessed 15 Nov. 2018].
8. Levy, A. (2018). Millennials Aren't Entitled, They're Empowered.
[online] Forbes. Available at:
https://www.forbes.com/sites/forbescoachescouncil/2017/04/13/millenni
als-arent-entitled-theyre-empowered/#17af72c54289 [Accessed 16
Nov. 2018].
9. Moran, K. (2018). Designing for Young Adults (Ages 18–25). [online]
Nielsen Norman Group. Available at:
https://www.nngroup.com/articles/young-adults-ux/ [Accessed 15 Nov.
2018].
10. Singapore, D. (2018). YearBook Of Statistics Singapore 2017. [online]
Singstat.gov.sg. Available at: https://www.singstat.gov.sg/-
/media/files/publications/reference/yearbook_2017/yos2017.pdf
[Accessed 16 Nov. 2018].
11. Heng, S. (2018). This Is What The Spending Habits Of Singaporean
Millennials Look Like. [online] CLEO Singapore. Available at:
https://www.cleo.com.sg/life/spending-habits-singaporean-millenials-
look-like/ [Accessed 14 Nov. 2018].
12. Wade, J. (2018). Statistics every marketer should know about
Millennials in 2017. [online] Smart Insights. Available at:
https://www.smartinsights.com/digital-marketing-strategy/statistics-
 every-marketer-should-know-about-millennials-in-2017/ [Accessed 15
Nov. 2018].
13. Beyondresearch.sg. (2018). Singapore Youth Resilience Survey.
[online] Available at:
http://www.beyondresearch.sg/SYRS_final%20report_.pdf [Accessed
15 Nov. 2018].
14. Research Gate. (2018). A Mixed Methods Study On The Barriers And
Facilitators Of Physical Activity Associated With Residential Relocation.
[online] Available at:
https://www.researchgate.net/publication/328692224_A_Mixed_Metho
ds_Study_on_the_Barriers_and_Facilitators_of_Physical_Activity_Ass
ociated_with_Residential_Relocation [Accessed 13 Nov. 2018].
15. Singapore, S. (2018). Walk against racism. [online] The Straits Times.
Available at: https://www.straitstimes.com/singapore/walk-against-
racism [Accessed 15 Nov. 2018].
16. Singapore, M. (2018). Climate of Singapore |. [online] Weather.gov.sg.
Available at: http://www.weather.gov.sg/climate-climate-of-singapore/
[Accessed 17 Nov. 2018].
17. Pinkribbonsingapore.org. (2018). Pink Ribbon Singapore. [online]
Available at: https://pinkribbonsingapore.org/ [Accessed 15 Nov. 2018].
18. Giving.sg. (2018). CBRE Singapore Walk for a Wish 2016 by Simone
Seow. [online] Available at:
https://www.giving.sg/campaigns/cbrewfaw16 [Accessed 17 Nov.
2018].
19. Lady Walk, LadyWalk .LadyWalk. Available at: https://ladywalk.dk/
[Accessed November 13, 2018].
20. World Health Organization, Denmark Physical Activity Fact Sheet
.euro.who.int. Available at:
http://www.euro.who.int/__data/assets/pdf_file/0004/288103/DENMAR
K-Physical-Activity-Factsheet.pdf?ua=1 [Accessed November 15,
2018].

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Appendixes  :    
 
 
 
1) 1.  Land Transport Authority, AMP For Public Housing .LTA. Available
at: https://www.lta.gov.sg/content/ltaweb/en/walk-cycle-ride/AMP-for-
public-housing-estates.html [Accessed November 14, 2018].

 
 
2 Land Transport Authority, Cycling Infrastructure.LTA. Available at:
https://www.lta.gov.sg/content/ltaweb/en/walk-cycle-ride/integrating-
cycling-with-public-transport.html [Accessed November 13, 2018].

 
 
 
 
 
 
 
 
3.  Singapore, S. (2018). Walk against racism. [online] The Straits
Times. Available at: https://www.straitstimes.com/singapore/walk-
against-racism [Accessed 15 Nov. 2018].

 
4.  Lady Walk, LadyWalk .LadyWalk. Available at: https://ladywalk.dk/
[Accessed November 13, 2018].
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
5.  World Health Organization, Denmark Physical Activity Fact Sheet
.euro.who.int. Available at:
http://www.euro.who.int/__data/assets/pdf_file/0004/288103/DENMAR
K-Physical-Activity-Factsheet.pdf?ua=1 [Accessed November 15,
2018].

 
 
 
 
 
 
 Andre Tan

Proposal : LTA Walk More Campaign

Concept:

To create a challenging experience through a walk, the targeted audience

demographic has to visualize the gravity, price and impact of success and
greatness before motivation and the reception of a positive challenge can
occur. Explained and embedded in the pages that follow are stories that
feature great acts of bravery, kindness and valor ; as well as the poster
designs they inspired. Through selective revelations inspired by truths,
targeted consumers will be positively exposed to the touching, motivating
nature of success, before receiving a challenge to perform or execute
something similar. To close, the ad calls directly to targeted audience
members by persuading them to get off trains or buses one stop earlier before
proceeding on foot or bicycle to their destination.
Anjezë Gonxhe Bojaxhiu, also known as Mother Teresa, is an international
icon of peace and charity. She led a life devoted to the service of the poor and
destitute all over the world. Known to many as a shining beacon of hope and
service to mankind, few are aware that Mother Teresa saved 37 children from
the frontline of a warzone at the age of 72. Surrounded by danger, Teresa as
well as several other humanitarian volunteers rushed to evacuate mentally ill
children out of a mental institute, by carrying them on foot. [1] (Appendix 1)

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
James  Robertson  lived  a  simple,  fussless  life  except  for  one  peculiarity  ;  the  
citizen  of  Detroit  aged  57  walks  21  miles  everyday  to  get  to  work.  Despite  his  
financial  troubles,  Robertson’s  co-­‐workers  describe  him  as  a  great  team  member  
who  takes  pride  in  his  work  and  is  loyal  to  his  employers  and  co-­‐workers.  His  
story  of  determination  and  remaining  strong  in  the  face  of  adversity  caught  the  
attention  of  the  automobile  company  Ford  who  in  2015  gave  him  a  brand  new  
shiny  red  Ford  Taurus.    [2]  (Appendix  2)  
 
Kieran  Behan  is  an  Irish  olympic  gymnast  who  defied  all  odds  to  survive  
countless  medical  traumas  and  still  accomplished  his  dream  of  qualifying  as  an  
olympic  artistic  gymnast.  At  the  tender  age  of  11,  Kieran  was  diagnosed  with  a  
cancerous  tumor  in  his  thigh.  After  it  was  removed,  he  suffered  a  substantial  
amount  of  nerve  damage  from  the  invasive  procedure  that  left  him  wheelchair  
bound  for  more  than  a  year.  Upon  his  return  to  the  gym  after  recovery,  a  freak  
accident  caused  him  to  return  to  a  wheelchair  again,  with  doctors  informing  him  
that  he  would  never  walk  again.    Kieran  refused  to  listen  to  his  doctors  and  
eventually  became  the  second  Irish  gymnast  to  represent  his  country  at  the  
Olympics.  [3]    (Appendix  3)    
 
References  :    
 
1. Amman  The  Catholic  Centre  For  Media  And  Studies,  Mother  Teresa  Saved  37  Children  
During  The  1982  War  In  Lebanon  .  Abouna.  Available  at:  
http://en.abouna.org/en/holylands/mother-­‐teresa-­‐saved-­‐children-­‐during-­‐1982-­‐war-­‐
lebanon  [Accessed  November  15,  2018].  
2. Bill  Laitner,  Heart  And  Sole  .Freep.  Available  at:  
https://www.freep.com/story/news/local/michigan/oakland/2015/01/31/detroit-­‐
commuting-­‐troy-­‐rochester-­‐hills-­‐smart-­‐ddot-­‐ubs-­‐banker-­‐woodward-­‐buses-­‐
transit/22660785/  [Accessed  November  16,  2018].  
3. Anon,  Kieran  Behan:  A  Warrior,  An  Inspiration,  And  An  Irish  Olympian  Worthy  Of  The  
Title.The42.  Available  at:  https://www.the42.ie/kieran-­‐behan-­‐rio-­‐olympics-­‐dislocated-­‐
knee-­‐2914309-­‐Aug2016/  [Accessed  November  16,  2018].  
4. Anon,  Donations  Pour  In  For  Detroit  Man  Who  Walks  21  Miles  For  His  Daily  Commute  
.CNN.  Available  at:  https://edition.cnn.com/2015/02/03/us/detroit-­‐man-­‐walks-­‐21-­‐
miles-­‐for-­‐daily-­‐commute/index.html  [Accessed  November  16,  2018].  
5. Kevin  J  Jones,  This  Journalist  First  Told  The  World  About  Mother  Teresa  .Catholic  News  
Agency.  Available  at:  https://www.catholicnewsagency.com/news/this-­‐journalist-­‐first-­‐
told-­‐the-­‐world-­‐about-­‐mother-­‐teresa-­‐52425  [Accessed  November  16,  2018].  
6. Conor Heneghan, JOE Meets Inspirational Irish Gymnast Kieran Behan .JOE. Available at:
https://www.joe.ie/sport/joe-meets-inspirational-irish-gymnast-kieran-behan-361232
[Accessed November 15, 2018].
 
Appendices :
1. 1. Kevin  J  Jones,  This  Journalist  First  Told  The  World  About  Mother  Teresa  .Catholic  
News  Agency.  Available  at:  https://www.catholicnewsagency.com/news/this-­‐journalist-­‐
first-­‐told-­‐the-­‐world-­‐about-­‐mother-­‐teresa-­‐52425  [Accessed  November  16,  2018].  
 

 
 
 
 
2.  Anon,  Donations  Pour  In  For  Detroit  Man  Who  Walks  21  Miles  For  His  Daily  Commute  
.CNN.  Available  at:  https://edition.cnn.com/2015/02/03/us/detroit-­‐man-­‐walks-­‐21-­‐
miles-­‐for-­‐daily-­‐commute/index.html  [Accessed  November  16,  2018].  
 
 
 
 
 
 1. 3.  Conor Heneghan, JOE Meets Inspirational Irish Gymnast Kieran Behan .JOE. Available at:
https://www.joe.ie/sport/joe-meets-inspirational-irish-gymnast-kieran-behan-361232 [Accessed
November 15, 2018].