Authors
Cheryl Cheong Wenli, Peh Lee Ling, See Hui Evangeline & Yeo Wei Yi Daryl
Supervisor
Assoc Prof Lee Chun Wah
Year
2013
Abstract
The main aim of the campaign is to educate youths in Singapore to consume protein
and protein supplements safely and responsibly. Targeting active tertiary students,
the campaign had two main aspects in its execution – online presence and offline
activation. The main drivers for the campaign’s online presence were the website
and Facebook page. Online engagement activities such as contests and accessible
content built an audience-base that was tapped into for the offline activation.
Activities held during the roadshows were integrated with online drivers to ensure
that conversion of target audience to active participants was sustained throughout
the entire campaign.
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http://hdl.handle.net/10356/52286