Tweak it SG – a campaign to promote personal work-life effectiveness

Authors
Low Sieu Ping, Yeo Xue Zhen & Zhang XiuYing

Supervisor
Assoc Prof Lee Chun Wah

Year
2014

Abstract

Tweak It SG, a strategic communication campaign, seeks to help Gen X and Gen Y working professionals regain a sense of control in their day-to-day work-life flexibility by initiating small changes, or tweaks, to carve out time for their most important priorities. The report includes the theoretical framework for the campaign executed in three key phases, pre-production research, detailed communication plans and tactics, and its creative execution. Post-campaign survey, observational research, social media monitoring and metrics from both online and physical publicity efforts are proposed as part of campaign evaluation.

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http://hdl.handle.net/10356/59436