Authors
Cheong Wei Lin Cheryl, Foong Yumei, Michelle Ann Kwara, Ruby Lim You Shi
Supervisors
Ferdinand de Bakker
Year
Abstract
Get Fined was Singapore’s first campaign to encourage financial literacy among Singapore undergraduates through the use of creative expression and dialogue.
Singapore introduced the first national financial education programme in 2003. Despite numerous initiatives by financial and tertiary institutions, a worrying 90% of young adults were reportedly unprepared for their financial future and lacking in personal financial management skills.
The project team decided to investigate and address this lack of financial understanding with a campaign which aimed to highlight the urgency of being financially literate, rebrand financial knowledge and encourage financial literacy to jolt undergraduates to take action in financial planning. The campaign achieved significant success in engaging with undergraduates – 98.59% of the participants found the campaign relevant.
This report outlines the campaign’s formative research, strategies, programming and execution. It includes evaluation of the campaign’s impact, discusses implications of the campaign findings for future financial education for undergraduates, as well as offer recommendations for the sustainability and expansion of this campaign. It also contains survey processes, charts and photographs.
Click link to view
http://hdl.handle.net/10356/63195