hard to heart research presentation

HARD TO HEARTA Social Change Initiative for Elderly Hawker Cleaners

The CURSOR TeamHard to Heart

The CURSOR Team

CLARE LOHProject Manager

GOH WEI TINGEditor-in-Chief

TAN ZHI HANCreative Lead

ALAN LINResearch Analyst

EVELYN LEOCommunications Manager

Team Members

BackgroundHAWKER CENTRES & ELDERLY CLEANERS

08 25

06

107Markets and hawker centres managed by NEA in SINGAPORE

~10,0000Hawker centre cleaners in SG

$800-$900AvERAgE pay of a hawker cleaner

BACKGROUNDHawker Centres in Singapore

8 hrAvERAGE no. of

hours they work each day

NO TRADE UNION

REPRESENTATION

1972 To remove the itinerant

hawkers from the streets

ICONIC PAST OF

SG


Itinerant Street Hawkers

Problems with Unregulated

Street Hawking

Moving into markets and

shelters

CLEAN UP OPERATION IN

SINGAPORE

06


Why are elderly hawker cleaners marginalised?

Low Supply of Hawker Centre

Cleaners

High Demand for Hawker Centre

Cleaners Ageing Population

Compelled to Work

Lack of Skills/Knowledge


Voiceless Community

Low Social Standing

Economic Immobility

1

2

3

BACKGROUNDAn Introduction

STUDY DesignUNDERSTANDING OUR ELDERLY HAWKER CLEANERS

STuDY DESIGNInitial Themes

Primary Research:

Preliminary Interviews with 18 participants

Deriving Initial Themes

Secondary Research:

Past reports published in newspapers, websites of government agencies and

private cleaning companies.

STUDY DESIGN

1 2

3 4

Initial Themes: Primary Research

Long Working Hours

Interviewees recognised that elderly hawker centre cleaners endured long working hours doing back-breaking work.

Underpaid

Feel that elderly hawker centre cleaners were underpaid considering the hours and the nature of the work

Service Taken For Granted

Some feel that elderly hawker centre cleaners endure a thankless job, and can even get into trouble if they offend patrons

Sympathetic to their plight

Feel sorry for them, but do they do anything to make their lives easier?

STUDY DESIGN

1 Low monthly income 2

Work is physically demanding

3

Often unappreciated and mistreated

by patrons

Initial Themes: Secondary Research

STuDY DESIGNInitial Themes

Primary Research Secondary Research

Came up with overlapping three themes

STuDY DESIGNUncovering Initial Themes

Voiceless Community

Low Social Standing

Economic Immobility

Lack of representation by union or NGO, hindering their voice in the larger social discourse

Patron-cleaner relationship an asymmetrical one

Due to lack of educational qualifications, age barrier to employability, inaccessibility to skills upgrading, and financial difficulties.

1

2

3

SamplingVenue: Random Sampling

Participants: Convenience & Snowball Sampling

Interview

STuDY DESIGNResearch Process Framework

Themed but unstructured interviews to encourage proactive sharing of experiences

Quality Interviews

Cross-refer data to verify thematic validity

Post-Interviews

STuDY DESIGNThematic Validity

Interview Questions

Our interview questions were centred around themes raised in our preliminary interviews (with friends and family).

Elimination of Irrelevant Themes

Recognising that some themes might just be the perception of patrons, through the interview questions, themes can be rejected by the interviewees (the elderly hawker centre cleaners)

Confirmation of Present/New Themes

Every elderly cleaner may have a unique set of experiences and perspective, hence we sought to identify recurring themes as well as to keep an open mind to potential new themes that are raised along the way.

STuDY DESIGNThematic Validity

Sought to validate through further interviews

Constantly cross-referring these initial themes with the new data

Aimed to work towards hitting data saturation

DATA COLLECTIONINTERACTING WITH OUR ELDERLY HAWKER CLEANERS

DATA COLLECTIONHawker Centres Overview

6

Hawker Centres across

Singapore

2

DATA COLLECTIONParticipants Overview

23 Participants

6

Hawker Centres across

Singapore

8 Elderly Cleaners

2 Supervisors A Boss

12 Hawker Centre PATRONS

Ages ranging from 55 to 73

All married with the exception of two female cleaners

All ethnic Chinese

1

2

3


All ethnic Chinese with the exception of one Indian lady

1

2

Cleaners PatronsIncome level: above $1000~4

Visits hawker centres 2 to 3 times a week 3

DATA COLLECTIONParticipants Demographics


DATA COLLECTION4-Step Approach

Locate the supervisor to ask for permissionRecognising that the cleaning supervisors are the gatekeepers to our target group, we had to build relations and assure him of our intent.

1

Arranging the interview

Ascertain whether the timing is appropriate, or when is a less-busy time to conduct the interview

2

DATA COLLECTION4-Step Approach

3

4

Conducting the InterviewExplain the aim of our project.

Getting to know demographic data of the interviewee first, instead of jumping straight into the themed questions

Confirm responses and collect contact details

Reassure of the intents of our project, exchange contact details

Conceptualisation of issues from

primary research

Dialogue with elderly

cleaners – validation and emergence of

themes

Categorising themes and

making sense of issues

Balancing the prevalence of

issues with respective

stakeholders

Brainstorming and discussion

of possible solutions with

elderly cleaners

Collaboration with media and

government agencies

The Start

INTERVIEWS DECODINGStakeholder

analysis Solutions ExtensionS

DATA COLLECTIONTimeline Summary

FindingsANALYSING OUR FINDINGS

.

Low social standing Economic immobility Voiceless community

LIMITED COMMUNICATION CHANNELS

Conflict & friction with colleagues

Lack of 2-way communication

Lack of understanding Manpower issue

Tray return initiative Manpower issue Patrons’ behaviour Lack of understanding

Lack of Communication

Lack of understanding Patrons’ behavioUr

FINDINGSOverview of Themes

1

2

3

4

5

6

STRUCTURAL CULTURAL

FINDINGSSalient Themes

Tray Return Initiative

Manpower Issue

1

2

Lack of 2-way Communication

Patrons’ behavioUr

Lack of understanding

1

2

3

PATRONS

Patrons do not communicate with the elderly hawker cleaners because they do not see a need.

Distinct lack of communication between cleaners and patrons

Elderly hawker cleaners

.1

.2

.1

2

“No. Because I don’t know what to say to them and don’t see the reason why I should”

“No. No reason to. Just thank them when they clear the tables”

“Cannot tell them off when they make a mess, because they are customers”

“So busy, no time to talk to them”

Elder hawker cleaners also do not communicate with patrons because of their subjugated position, and also they are too busy to communicate most of the times.

FINDINGSTheme #1: Lack of Communication

PATRONS

Patrons do not understand that the cleaners have a certain system to adhere to, and can’t attend to them whenever they are called.

1. Most patrons do not understand the way a cleaner work


.1

.2

.1

2

“I will call for the cleaner if my table isn’t cleared”

“Ask the cleaner to attend to me quickly”

“They keep calling but it’s not their turn (for their tables to be cleared) yet. There is an order that we must follow ”

“They don’t understand I must walk in a straight line, cannot suddenly walk backwards. Other people are waiting too.”

Cleaners agree with this situation whereby patrons demand them to clear their tables for them, but they do not understand that they must wait for their turn because the cleaner needs to clear other tables in the queue first.

FINDINGSTheme #2: Lack of Understanding

PATRONS

Patrons do not understand the exact role of cleaners. In truth, cleaners need to clear tables, wipe tables, clear tray return, sort crockery, and return to hawkers etc.

2. Most patrons do not understand the exact role of the cleaners


.1

.2

.1

2

“Clear and wipe tables. Their job is to keep the hawker centre clean”

“Need to ensure that there are clean seats for patrons”

“They keep Uncle, Uncle! I tell them I am only in-charge of tray return, then they angry”

“They think we only need to clear the tables. But we got more than one job.”

Cleaners feel that they have many more other responsibilities that patrons do not see, hence, misunderstanding can arise when patrons ask them to clean the tables and they reject them because they can’t attend to them


PATRONS

Patrons do not understand that apart from hawker cleaners, they are also responsible for the cleanliness of the hawker centre.

3. Most patrons do not understand their role as patrons


.1

.2

.1

2

“It is their job to clear my tables, so why should I do it”

“They will clear it for me anyway so I don’t have to do it”

“Clearing their own trays will be better. Less work altogether”

“Patrons should clear their own trays. So that we don’t have to do double work.”

Cleaners feel that patrons do not understand that their involvement; in returning their own trays, can lighten the workload of the cleaners.


PATRONSMost patrons are aware of the Tray Return Initiative but do not really return their own trays.

Lack of patrons’ intention to return their own trays


.1

.2

.1

2

“Sometimes. Not really a culture yet, so sometimes will forget”

“No. Because it is dirty, and if I do the work of the cleaners, the elderly cleaners will be out of job”

“Only around 40% will return their own trays”

“Tray Return Initiative helps but most people don’t return”

Cleaners agree that Tray Return Initiative will help if all patrons return their own trays, yet they observed that the majority of patrons still do not return their own trays.

FINDINGSTheme #3: Lack of Intentions

Complexity Of the system

1

Power Of The Elderly cleaners

2

FINDINGSStakeholders Involved

Hawker Centre

Hierarchy

NEA

Stall Owners

Cleaning Companies

Hawker Centre Cleaners

Elderly Hawker Centre Cleaners

Elderly Hawker Cleaners Patrons employers Government

AGENCIES

FINDINGSStakeholders Involved

HAWKER CENTRE ECOSYSTEM

FINDINGSStakeholders Analysis

Patrons Cleaners EMPLOYERS GoVERNMENT AGENCIES

SolutionsHELPING OUR ELDERLY HAWKER CLEANERS

SolutionsSummary of Issues

Lack of Communication

Lack of Understanding

Patrons’ Behaviour

Communication

ELDERLY HAWKER CLEANERSneed to communicate with patrons to create an understanding

PATRONSneed to understand elderly hawker cleaners to initiate communication

HAWKER CENTREECOSYSTEM

UNDERSTANDING

SolutionsSolution Framework

SolutionsProject Bridge

TARGET AUDIENCE: 35 - 55 YEARS OLD

Entertainment Education

ELDERLY HAWKER CLEANERSneed to communicate with patrons to create an understanding

PATRONSneed to understand elderly hawker cleaners to initiate communication

HAWKER CENTREECOSYSTEM

INFORMATION CAMPAIGN

MEDIA OUTREACH

COMMUNITY COLLABORATION

TOWNHALL MEETINGS

PATRONSIncrease participatory component of campaign solutions

SolutionsSolution Framework

SolutionsAn Overview

“A Day Without Cleaners” - an event where elderly hawker cleaners are situated only at the tray return stations and instructed not to do anything apart from clear stuff from the stations. Patrons are compelled to clear their own trays or that of others from tables.

MEDIA ADVOCACY

A series of short films about the lives of the elderly hawker cleaners and examples of situations they face daily. The aim is to drive the need to understand our cleaners and how communication is integral in building mutual understanding

ENTERTAINMENT EDUCATION



Partner with NEA and employers to create viable communication channels for elderly cleaners, and show that all stakeholders stand to benefit and to foster a communicative and understanding ecosystem between patrons and elderly cleaners in hawker centres

Targeted at patrons and based on information needs communicated by the elderly cleaners

SolutionsAn Overview

MEDIA ADVOCACY




TOWN HALL MEETINGS

A town hall meeting to gather interested elderly cleaners together to decide on the content of the collaterals of the informational campaign for patrons.

SolutionsMedia Advocacy

MEDIA ADVOCACY

Where Hawker centres

Why To create hype and awareness that cleaners are important in the hawker centre ecosystem, foster understanding between patrons

and cleaners, and create communication opportunities

When During peak hours of hawker

centres

How Pitch letters to the media (print,

radio, television) to cover the event and solicit the

cooperation of hawker centres and cleaners

“A Day Without Cleaners”

Framework of Media

Advocacy


Potential News Angles

Event Coverage

“Interesting ways to celebrate Singapore’s 50th birthday –

participating in a social change initiative”

Human Interest

Food Column

Special Feature

“A day in the life of an elderly hawker centre

cleaner”


MEDIA LIST

SolutionsEntertainment Education


Where Traditional media channels

(Channel 5, Channel 8) & uploaded onto YouTube

concurrently

Why To create awareness of what the cleaners' roles are, to create

awareness of what patrons' roles are, to change patrons' attitudes

towards cleaner and to generate willingness among patrons to communicate with elderly hawker

cleaners to resolve future issues and prevent further misunderstandings

When Launched shortly after media

outreach so as to achieve sustained awareness

and interest

How Patrons will model their

behaviour accordingly to what they observe from the characters

in the video

“Kampong”

Social Cognitive Theory


“Kampong” Trailer


“Kampong” Storyboard

SolutionsTownhall Meeting

TOWNHALL MEeting

Where Hawker centres (after hours)

Why • Empower the elderly cleaners by

giving them ownership over the content

• Ensure that the campaign is culturally relevant to the elderly

cleaners

When Concurrent with media outreach and television collaboration (to allow for

time to create collaterals)

How • Town hall meetings will be held

periodically to evaluate the effectiveness of the campaign and modify messages

as needed. • Translators will be on hand to facilitate • Guidelines for facilitators will be provided

Jacobson and Storey’s

Framework of Participation

SolutionsTownhall Meeting

Guidelines for Dialogue

SolutionsInformation Campaign


Where Hawker centres island-wide that

are managed by NEA

Why • To promote understanding

on the patrons’ part. • Helps promote salience of

the issues

When 2-3 times a year (as recommended by the elderly cleaners we spoke

to)

How • Using the information gathered

in the town hall meetings • Using stickers, posters, tissue

packets distributed in the various hawker centres


Tissue Packet Designs

Tissue Packet Front

#1 Tissue

Packets



Tissue Packet Internal #1

#1 Tissue

Packets



Tissue Packet Internal #2

#1 Tissue

Packets



Tissue Packet Back

#1 Tissue

Packets


Table Stickers Designs

#2 TABLE

STICKERS

SolutionsCommunity Collaboration

COMMUNIty Collaboration

Where A physical or computer-mediated platform for dialogue between patrons and elderly hawker

cleaners

Why • With communication, better

mutual understanding can be established between the

stakeholders. • Ensures long term sustainability

of the solutions

When Following the launch of the

information campaign

How By demonstrating that all stakeholders stand to benefit from the opening

of communication lines and ensuring that opportunities for communication

remain present

Andreasen’s Framework of Barriers

to Intervention Approach

Elderly Hawker Cleaners Patrons employers Government

AGENCIES

SOLUTIONSCommunity Collaboration

WIN-WIN SITUATION FOR

SolutionsProject Limitations

Buy In from stakeholders

i.e. contractual limitations; space constraints

Existing structural limitations

difficult to issue targeted solutions

1

2

3

With mass communication, we might be able to reach a large audience, but it is difficult to ensure that the solutions reach the intended audience and have the desired effects. This is why constant evaluation through public surveys and regular town halls with the cleaners is crucial for the effectiveness of solutions

Evaluation OF TACTICS

ReflectionsFINAL THOUGHTS

REFLECtionsUsefulness of Website

Voices of elderly cleaners

Framework for future projects

1 2 media resource3

REFLECtionsDefining Participation

Identifying and validating of issues through dialogues

Sharing of findings and garnering further input

Sharing of solutions and refining them jointly

1

2

3

DEFINING ELEMENTS OF

PARTICIPATION

Framework for future interviews

Lack of Time

Researcher vs. practitioner perspective

REFLECtionsOverall Reflection

FINAL THOUGHTS

1

2

3

THE CURSOR Team

QUESTION & ANSWERThank You!

hard to heart research presentation

Government & Nonprofit

elderly hawker cleaners

study designunderstanding

primary research1

nea insingapore

theperception of patrons

cursor teamhard

long workinghoursinterviewees

singapore8 hraverage