Authors
Bernice Koh Jia Hong, Goh Shun Jie, Tan Benjamin, Tan Li Ling Joanne
Supervisor
Mr Ferdinand De Bakker
Year
2016
Abstract
Starting from Scratch was a health communications campaign targeted at teenagers aged 12 to 17, both with and without eczema. It sought to educate teenagers on eczema by increasing awareness and dispelling misconceptions of the condition, so as to create a supportive and understanding environment for teenage eczema sufferers.
The campaign aimed to achieve this goal through roving exhibitions held in secondary schools, promoting learning through an interactive game and leaving encouraging messages of support for those suffering from eczema. Online, the team curated stories of everyday people with eczema, and allowed sufferers to find a platform to share their experiences.
Primary and secondary research conducted helped to shape the campaign. Based on research findings, the problem statement was identified, which helped hone the campaign’s strategy, tactics and goals. With the campaign’s branding and identity in mind, it was clear that the campaign needed to be relevant to teenagers with and without eczema. Both online and offline platforms were utilised equally to engage teenagers inside and out of school. Assessment of the campaign tactics was also completed, which included a post-survey evaluation, media monitoring and engagement on social media platforms. Finally, limitations and future recommendations for the campaign were discussed, including plans on sustainability.
Click link to view
http://hdl.handle.net/10356/66688