MO-MENTS: A Public Communication Campaign Encouraging Attitudinal Change and Behavioural Adoption of Basic Money Management among Young Adults in Singapore

Authors
Badron Bin Adnan, Low Zhang Quan, Marcus Lim Han Ming, Ng Hyun Jung Gladys

Supervisor
Asst Prof Chung Myojung

Year
2017

Abstract

Mo-Ments is a digital-led strategic communication campaign to encourage young adults in Singapore to adopt stronger money management habits (comprised of four key pillars: saving, managing spending, budgeting, and credit/debt management). The project was conceptualized on the back of growing financial challenges in Singapore coupled with the low penetration of money management behaviours among the young adult demographic (aged 18 to 30) here. Through a combination of storytelling narratives, Mo-Ments communicated to its young adult target audience that money management is manageable and a powerful enabler in helping them to achieve their goals, thereby bolstering their confidence and commitment to the related behaviours.

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http://hdl.handle.net/10356/69884