Authors
Kameswari D/O Narayanan, Jeanette Tan Yee Ching, Cherie Yeo Li Wen, Ethel Chua Jia En
Supervisor
Mr Ferdinand De Bakker
Year
2016
Abstract
Don’t Choose Binge was a public communications campaign aimed at reducing binge drinking behaviours amongst young adults in Singapore. It was targeted at young people aged 18 to 25 years – an age group in which binge drinking behaviour is the most prevalent.
The campaign strategy concentrated on youth-centric approaches which incorporated heavy use of social media platforms and outreach at tertiary institutions. Through positive peer influence, the campaign sought to establish responsible drinking as a widely acceptable social norm.
This project report provides an insight into the formative research conducted and the key findings that shaped the campaign’s tactics. It offers an in-depth look at the conceptualisation and subsequent execution of the campaign. The report also analyses pre-campaign and post-campaign surveys to assess the effectiveness of the campaign. To conclude the report, limitations of the campaign, recommendations on avenues for improvement, and its future direction are discussed. This report is also supplemented by collateral designs, event pictures, and other original documents in its appendices.
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http://hdl.handle.net/10356/66683