Authors
Chong Cai Yun, Tanya Pillay, Teo Ying En, Lim Jia Qi
Supervisor
Asst Prof Kim Hye Kyung
Year
2016
Abstract
This project report presents Get Your Bottoms Up!, a campaign to address the widespread occupational prolonged sitting behaviour among desk-bound office workers in Singapore.
The campaign was done through three phases which encompassed awareness tactics, online efforts, roadshows, talks and workshops. The active promotion of the campaign’s recommended deskercises (i.e desk exercises) aimed to increase awareness of the health risks of prolonged sitting, reframe the value of taking active breaks as a non-disruptive behaviour, and empower office workers with the knowledge and skills to be more active at work.
This report details the primary and secondary research that shaped key campaign strategies. It outlines the process from campaign conception to execution of communication strategies and examines the overall effectiveness of the campaign tactics through extensive evaluation. Evaluation also includes the various difficulties met and achievements accomplished through the journey, future recommendations for the campaign and subsequent plans to further promote deskercises in Singapore.
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http://hdl.handle.net/10356/66863