Authors
Lestarini Saraswati Hapsoro, Sneha Gururaj, Wong Chooi Sean & Zhou Zhuangyu
Supervisors
Mr Tim Clark & Asst Prof Daniel Keith Jernigan
Year
2014
Abstract
Targeted at young adults aged 18 to 30, this campaign aimed to broaden the reading scope of these individuals by reconceptualising leisure reading as an entertaining activity and by increasing the accessibility of reading to incentivise more individuals to pick up the habit. The campaign had three key aspects, which included a social media engagement plan, outreach efforts in tertiary institutions and café establishments, as well as a grand finale event.
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http://hdl.handle.net/10356/59595
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