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Motivation Factors

There are many factors that motivate the community members to attend Arts in Your Neighborhood (AYN). Some of the factors are, but not limited to, Situational Factors, Internal Factors, and External Factors.

Situational Factors

• Physical Surroundings 

In this case, physical surroundings may refer to the place where the programmes are being conducted. Even though Woodlands may be the anchor location for this event, there are still programmes ongoing around Singapore which include Ang Mo Kio, Tampines, and Bedok. This will surely attract the community members to attend as it is convenient for them. The programme is conducted right at their doorstep and is tailored just for them. This is a strong pull factor of AYN. 

• Social Surroundings 

This refers to the social setting in the environment where the attendee resides in. The streets, parks and public spaces of Woodlands is a common sighting to the residents staying in that neighborhood.  This includes the culture that they were educated on and the people and institutions with whom they interact with. Therefore, by conducting the AYN programmes right at their neighborhood, the community members will feel comfortable and proud and hence, make it a must to attend.

Internal Factors

• Learning 

It is not a common occurrence to see arts events being conducted right at your neighborhood. Apart from convenience and comfort, learning is another factor of motivation. Arts is also not a top 3 subject they look at when applying for a job. Therefore, an opportunity to learn about a rare topic is like a pull factor to some. In addition, AYN conducts an arts programme while also teaching the audience about several educational factors such as recycling and the history of Woodlands.

External Factors

• Family 

5.1 Timings for Various Programmes

The event programmes are timed appropriately. Most of the programmes are conducted after working hours during the weekdays and whereas for the weekends, they are conducted throughout the day. This allows the community members to watch the programmes together as a family. AYN caters to the norms of a working family's timing and set their event timings accordingly. 

Social Media Strategies

National Arts Council (NAC) uses the help of social media platforms to spread the AYN event across Singapore.

Instagram

5.2 NAC's official Instagram

Instagram is the top three when it comes to social media, especially among the younger generation. Therefore, NAC uses this opportunity to fully utilize their official Instagram page to hype AYN and to obtain interests from Instagram goers. Even though their followers only reach a mere 5,000, this does not stop NAC from posting news and updates about AYN daily. NAC also uses Instagram Story, a feature on Instagram where a post is available for only 24 hours, to update their audience on the scene of AYN.

Facebook

5.3 NAC's official Facebook

NAC also uses their official Facebook page to create awareness about the event. With over 23,000 likes and follows, they are able to reach a wider range of audience as compared to their Instagram. NAC posts information about AYN way before the actual event has even started. They provided links to the official AYN website to educate the audience more about what type of programmes the event offered. In addition, behind-the-scenes videos of the various events are also posted on their Facebook page to let the audience have an insight of how the programmes came about. This move provided the audience with a background knowledge of the AYN and thus, will be motivated to attend just to see what is the event, that the NAC has been hyping, about.

5.4 AYN Contest

Singaporeans love new things, especially when it is free. Contests and lucky draws excite these people. Therefore, knowing this fact, NAC actually organized a contest regarding their anchor location, Woodlands during the period of AYN from 8 to 25 November. Participants are only required to name three (3) Woodland's landmarks or icons in the AYN theme picture and they will stand a chance to win a limited edition AYN tote bag and a set of Memory Capsules containing 5 different collectibles inspired by Woodlands. This contest caters to all of the Singaporeans' love for free things. Hence, not only Woodlands' residents will participate, all the people around Singapore will participate as well. This in turn will teach them about Woodlands more.