Authors
Lee Jia Le Clara, Koh Wan Yi, Tulika Ahuja, Lim Xiu Yi Hilarie
Supervisor
Mr Ferdinand De Bakker
Year
2016
Abstract
Easy on Your Eyes was a strategic health communication campaign which addressed the issue of incorrect contact lens health among youth aged 18 to 25 years and worked towards increasing compliance with correct contact lens behaviour to decrease rapidly rising rates of contact lens-related corneal infections.
Utilising a strategy of storytelling, the campaign used creative illustrations and humour to raise awareness on the prevalence of incorrect contact lens behaviour. It highlighted the severity and wearers’ susceptibility to the consequences of non-compliant behaviour. In addition to featuring short stories on contact lens mishaps, the campaign also equipped the target audience with informational collateral to encourage the target audience to integrate correct contact lens behaviour into their current lifestyles, to effect positive behavioural change in the long run.
The objectives of the campaign were met as the target audience indicated an intention to engage in correct contact lens behaviour. Post-campaign survey results and appraisals from the target audience, industry professionals and healthcare organisations also indicated that campaign efforts led to attitudinal changes.
This project report outlines the research that led to the conceptualisation of the campaign and its strategies. It also details the execution methods of the ongoing campaign, along with a preliminary evaluation to assess the successes and learning points of the campaign.
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http://hdl.handle.net/10356/66860