Authors
Boh Li Ping Bianca, Chloe Chan Qiyi, Lai Wing Chee Anna, Lim Wan Qi
Supervisor
Mr Ferdinand de Bakker
Year
2017
Abstract
Fine Print is a youth-centric pilot campaign aimed at Singaporean teenagers aged 12 to 17. We aimed to improve their perceptions of local literature and to encourage them to engage with local literary works. The campaign was conceived in response to the National Literary Reading and Writing Survey in 2015, revealing that 3 in 4 teenage readers had not read a local book in the past year. The pilot sought to achieve these goals through incorporating social media and interactive games to make local literature fun and relevant for our target audience. Research findings were used to craft the campaign message, and both online and offline tactics were utilised to engage the target audience.
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http://hdl.handle.net/10356/69873