NTU Students Launch "The Pawfessionals" Campaign to Improve Public Acceptance of Assistance Dogs in Singapore

NTU students partner with Guide Dogs Singapore to tackle public rejection of assistance dogs through a new social media and poster campaign.

By: AXL Media

Published: Apr 18, 2026, 7:23 AM EDT

Source: Information for this report was sourced from The Straits Times

Bridging the Awareness Gap in Public Spaces

Despite assistance dogs being legally permitted in public areas in Singapore, many handlers continue to face significant barriers, including being turned away by food and beverage outlets and ride-hailing drivers. To combat this, a team of communication studies students from the Wee Kim Wee School of Communication and Information Ms Jaymee Tan, Ms Ruth Loo, Ms Tan Tze Wei, and Ms Jin Qiuhui launched a campaign titled "The Pawfessionals." Their research, based on a survey of 200 people, revealed that one-third of respondents would attempt to pet an assistance dog, a gesture that can dangerously distract the animal while it is working.

Collaboration with Guide Dog Handler Thomas Nathan Chan

The campaign features 47-year-old IT executive and para-athlete Thomas Nathan Chan and his guide dog, Eve, a Labrador-Golden Retriever cross. By using Eve as a "canine ambassador" named Bark, the students created a series of engaging online videos on Instagram and TikTok alongside offline posters at high-traffic touchpoints like MacPherson MRT station and Jurong West Market. These materials showcase the rigorous training certified guide dogs undergo and emphasize that they provide much more than navigation; they offer independence, joy, and companionship to their handlers.

Etiquette and the "No Distraction" Rule

A core pillar of the campaign is educating the public on how to appropriately interact with assistance dog teams. Proper etiquette dictates that bystanders should not pet, feed, or call out to a working dog, as these actions can cause the animal to lose focus and jeopardize the handler's safety. Mr. Chan noted that while he is open to public interaction when Eve is not harnessed and working, many people attempt to engage with her without first speaking to him. The campaign advises the public to always address the handler directly if they wish to offer help or interact.