A group of Nanyang Technological University (NTU) students has launched a publicity campaign to increase guide dog awareness in Singapore, aiming to reduce the public rejections and behavioral misunderstandings faced by assistance dog handlers.
- Awareness Gap: A survey of approximately 200 people revealed that one-third would pet assistance dogs in public, which can distract the animals and risk handler safety.
- Public Rejections: Despite legal access, handlers are still occasionally turned away from food and beverage outlets or refused rides by taxi and ride-hailing drivers.
- Correct Etiquette: The public is advised not to pet, feed, or call out to working dogs, and to speak directly to the handler if help is needed.
The Pawfessionals Campaign
Four students from NTU’s Wee Kim Wee School of Communication and Information—Jaymee Tan Yi Xin, Ruth Loo Hui En, Tan Tze Wei, and Jin Qiuhui—formed a team called “The Pawfessionals.” The campaign ran from the end of 2025 to March 2026 as a final-year project for their communication studies degree.
The initiative utilized offline posters at hawker centres and MRT stations, alongside social media content on TikTok and Instagram. The materials focus on the rigors of guide dog training and educate the public on proper interaction etiquette.
Navigating Public Spaces
Thomas Nathan Chan, a 47-year-old IT executive and bowling para-athlete, collaborated with the students by featuring his guide dog, Eve, a labrador-golden retriever cross. In the campaign materials, Eve took on the persona of a canine ambassador named “Bark.”
Since being paired with Eve in June 2022, Mr. Chan has faced various challenges, including rejections from establishments unaware that guide dogs are legally permitted in public places. To avoid conflict, Mr. Chan often calls venues days in advance to notify them of his guide dog and will seek alternatives if staff express discomfort.
Improving Community Acceptance
Guide Dogs Singapore (GDS), the charity that matched Mr. Chan with Eve, has matched 14 guide dogs with handlers since 2006, with nine teams currently active. A spokesperson for GDS noted that while acceptance has improved, rejection in public spaces remains a “work in progress” that affects a handler’s sense of belonging.
The NTU team hopes the campaign will prepare the public for a wider variety of assistance dogs. Since 2024, government agencies in Singapore have been working on details to allow other assistance dogs, including those supporting individuals with mobility issues, full public access.
For more information on the campaign, the team maintains a presence at @hey.its.bark on Instagram.
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