Singapore may be a small city-state, but we have many unique cultures and heritage around us that resonate with our fellow citizens. Singapore’s rich heritage is the defining traits of our country and our identity as Singaporeans, bringing together different groups of people from diverse backgrounds and connecting them through shared experiences.
With the current Global COVID-19 pandemic, travelling overseas for leisure has been restricted for the past 2 years. We have been recently reopening our borders to welcome visitors from around the world once again. Apart from our existing places of interest in Singapore, this is an opportunity to design and showcase our vibrant and rich cultural heritage to our visitors and also encourage locals to reconnect with our roots through experiential activities in a thematic attraction.
In this project, I will be designing a thematic attraction based on the Indian Religions; Dharmic Religions. Dharmic Religions is an unfamiliar topic to many, you may have heard of one or two of the four religions: Buddhism, Hinduism, Jainism, and Sikhism.
Although they have many similarities and some celebrate the same festivals, the religions have different beliefs and therefore may have caused many misconceptions to arise.
This thematic attraction aims to highlight the various misconceptions of each religion to educate visitors while raising awareness and exposing them to the beautiful culture and festivals they may not have seen before.
This attraction's proposed location will be on the second floor of the Indian Heritage Centre at 5 Campbell Ln, Singapore 209924.
Research and Findings
Dharmic Religions originate from India and share many values across all faiths. The people have much in common when it comes to the fundamental aspects of their philosophies and practices. However, they are different in terms of their core beliefs and often overlap and conflict with each other.
Common misperceptions
Myth: All followers of Dharmic Religions must adhere to a vegetarian diet.
Fact: Dietary practices vary among followers of Dharmic Religions. While Jains strictly adhere to a lacto-vegetarian diet due to their principle of non-violence, dietary choices among Hindus, Buddhists, and Sikhs are diverse. Assumptions about dietary habits based on religious affiliation may overlook the individual autonomy and cultural diversity within these faith communities.
Myth: Physical stereotypes, such as clothing and appearance, accurately determine an individual's religion.
Fact: Religion is multifaceted and deeply personal, extending beyond external appearances. While certain attire or symbols may be associated with specific faiths, relying solely on physical stereotypes can lead to misunderstandings and perpetuate harmful assumptions.
Myth: Dharmic religions are often mistaken to be a blend or subset of existing religions, and their festivals and rituals may be misunderstood due to lack of awareness.
Fact: Dharmic religions, including Hinduism, Buddhism, Jainism, and Sikhism, are distinct faith traditions with unique histories and practices. Misconceptions arise from a lack of understanding about their rich theological frameworks and cultural contexts. By seeking to comprehend the significance behind festivals and rituals, individuals can foster greater appreciation for Dharmic traditions.
By dispelling these misconceptions and promoting understanding, we can embrace the diversity and richness of Dharmic religious traditions.
Touchpoints
Marketing Strategy
Strategically positioned in North East Line MRT stations, these ads feature a captivating sequence: a girl unveiling her face, seamlessly transitioning to subsequent designs via a scarf motif. Exploring informative content, they illuminate prevalent facts or misconceptions surrounding various religions. Employing a multi-channel approach spanning physical placements and popular social media platforms, the campaign targets diverse demographics, generating anticipation for the attraction's launch with ads placed a month prior.
Media Engagement
This event is designed to heighten anticipation for the upcoming thematic attraction opening on June 26th. Through strategic media engagement, it offers a preview of the unique experiences awaiting visitors at the attraction.
