Authors
Abigail Heng, Cassi Yang Shi Yin, Chua Yuxuan, Lau Kia Yong
Supervisors
Melina Chua
Year
Abstract
Brolls Over Trolls (BOT) was a communications campaign which aimed to empower youths aged 18 to 29 to adopt positive social media behaviour amidst a landscape flooded with trolls. It was the first campaign of its kind to create a symbol that encapsulates the anti-thesis of a troll.
This report provides the insights behind the team’s extensive formative research which were instrumental in formulating the campaign’s strategy and tactics. An assessment was then conducted on the campaign’s objectives to evaluate the success of it. Finally, the report discusses the limitations of the campaign and explores possibilities of future expansion of the project. Original documents, research, collaterals, diagrams and transcripts of conversations are included in the appendices.
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http://hdl.handle.net/10356/63374