RMIT Vietnam students have developed a communication campaign to help young people appreciate the historical and cultural significance of one of the country’s most famous landmarks: The Temple of Literature.
The project was on display at bigger!, the School of Communication & Design’s annual creative showcase, held at the University’s Hanoi City campus.
Speaking at the showcase, Professor Rick Bennett, Head of RMIT Vietnam’s School of Communication & Design, emphasised the need for the University to be socially and environmentally responsible.
“It is very important that through our unique students and staff, we provide recognisable creative contributions to the broader Vietnamese society,” Professor Bennett said.
“Not only is our aim to produce the country’s future creative leaders, but RMIT is committed to directing more focus, through student projects, on social and environmental responsibility."
Professional Communication Lecturer Nguyen Thi Hong Phuong said the Temple of Literature project began with research by the students.
“After a survey done by our students, we found out that visitors to the Temple of Literature – including students, adults and also foreigners – don't quite understand the history and value of the Temple,” explained Ms Phuong.
“Students often come to the Temple before important exams to pray for good results, but they don’t appreciate its historical and cultural value.
“When we learned this, we decided that we have to do something.”
Two groups of students spent ten weeks developing communications plans and proposals to address this issue.
"Our proposal aimed to raise awareness among young people on the history and value of the Temple of Literature,” said Luu Hoang Yen, a Bachelor of Communication (Professional Communication) student.
“We tried to think of practical messages and activities that could help make the Temple more engaging for young people, as currently young people can’t find much information about the Temple even if they wanted to.
“We hope that our work can help visitors, especially young people, have a more meaningful visit to the Temple, and that they can leave with a better understanding of Vietnamese history and culture."
The students’ proposals impressed the Temple of Literature Director who offered to pay for and implement their ideas.
The students’ ideas included producing hip introductory videos disseminated through social media. They also suggested making virtual reality videos so that visitors can experience a day in the life of a student from the past. Finally, the students recommended branded merchandise like t-shirts and bags to raise the Temple’s profile.
This project, together with 13 other works by School of Communication & Design students, were on display from 20 to 26 November at the bigger! creative showcase in Hanoi.
Story: Kieu Trang