After words: a social campaign to address verbal aggression amongst couples in Singapore

Authors
Lee Teng Hui Jonathan, Tan Yu Xuan Charmian, Adele Ong Yuen Yoke, Esther Subramaniam

Supervisor
Ms Kairiah Mohd Tamin

Project year
2016

Abstract
After words was a social campaign to address the issue of verbal aggression amongst couples in Singapore. It aimed to highlight and tackle the unnoticed impact that words have in relationships. Targeted at married and dating couples aged 21 to 39, the campaign strived to raise awareness of verbal aggression, instil a desire amongst couples to reduce verbal aggression in their relationships, and encourage healthier communication.

To achieve this, the campaign’s strategy and initiatives leveraged upon insights gathered from formative research conducted on the topic. Using approaches such as a social experiment, an expert dialogue series, a couple-conversation web series as well as a public outreach event, the team hoped to improve the knowledge, attitudes and behaviours of individuals on verbal aggression through meaningful and educational content.

This project report provides a summary of the primary and secondary research conducted and reveals the key findings used to mould the campaign’s strategy and objectives. It documents the formulation and execution of the campaign in detail. As a measure of effectiveness, a section on campaign evaluation is dedicated to analysing the results from our campaign surveys as well as reviewing the sentiments of our target audience. Challenges faced throughout the course of the campaign are also represented in terms of the limitations, for which recommendations are provided. Finally, we discuss plans for future directions through the development of sustainability initiatives and extended collaborations.

Click link to view
http://hdl.handle.net/10356/66850