Celebrate love SG: an initiative to maintain relationship satisfaction in couples in Singapore

Authors
Chan Xin Hui Amy Beth, Dorothy Chong Sue Ting, Ng Yu Xin Karen, Sukanthy

Supervisors
Ferdinand de Bakker

Year

Abstract

Targeted at couples in committed relationships, Celebrate Love SG was a communications campaign which aimed to emphasise the importance of appreciation in romantic relationships.

While there had been past initiatives on relationships, they were aimed at encouraging relationships for singles or at promoting healthy marriages. In view of this, Celebrate Love SG was conceptualised to support relationship satisfaction by promoting the recognition of and appreciation for expressions of love in relationships.

A three-phase execution plan was developed to encourage reflection among the target audience of their partners’ acts of appreciation. The campaign employed the use of offline and online outreach to expand its impact. A thorough analysis of the campaign activities was conducted, and it was determined that the campaign was successful in achieving its impact and output objectives.

This report explains the research that provided insight for the development of the campaign strategies. Details of the campaign tactics and publicity efforts are outlined and the campaign’s achievements and limitations discussed. Recommendations for future initiatives are also included.

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http://hdl.handle.net/10356/63125