Wired warriors campaign: encouraging a safer and happier Instagram

Authors
Lee Si Rui Serene, Ng Shi Yin Venice, Nicolette Soh Jun Yi, Ong Linette

Supervisors
Ferdinand De Bakker

Year

Abstract

This report presents the Wired Warriors campaign, the first-ever communication campaign in Singapore to encourage a happier and safer Instagram.

The campaign strongly encouraged its target audience of female Instagram users in Singapore to be Wired Warriors by critically evaluating content that they receive, posting responsible content, and being safe and happy online. Through these three steps, the campaign hoped to reduce unhealthy social comparison, cyber bullying and promote cyber safety.

The report summarizes the primary and secondary research that shaped the campaign’s strategy and details the campaign’s process from creative elements to execution of initiatives. It examines the campaign’s effectiveness by evaluating its objectives through preliminary and post-campaign surveys. It also provides future directions for the continuation and expansion of the campaign, and is accompanied by detailed appendices of tables, charts, graphs and collateral designs.

Click link to view
http://hdl.handle.net/10356/63175