Insid(h)er talk

Authors
Siah Jiahui Eugenia, Fay Yeo, Heng Jia Min, Jamie Lee Shi Marie

Supervisor
Mr Ferdinand De Bakker

Year
2016

Abstract
Insid(h)er Talk was a health campaign aimed at educating young women on the female reproductive system and empowering them to take ownership of their reproductive health. It addressed three key gynaecological disorders – human papillomavirus (HPV) infections, cervical cancer and polycystic ovary syndrome (PCOS), and the relevant ways to care for the reproductive system.

The campaign targeted at females aged 18-24 years, an age group in which young women in Singapore begin to have higher autonomy and independence in making health decisions. Multiple digital platforms and social media channels were utilised to distribute information and spread the campaign message, alongside strategic on-ground outreach efforts. Qualitative and quantitative methods, alongside analyses of impact and output objectives were utilised to assess the campaign effectiveness.

This project report provides insight into the primary and secondary research detailing young women’s knowledge, attitudes and perceptions of the female reproductive system. It also outlines the framework used to develop the campaign’s communication strategies, discusses the campaign limitations and presents recommendations for future expansions of study.

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http://hdl.handle.net/10356/66866