Authors
Debra Geeta Rajwani, Lee Jun Teng Cody, M Kamini D/O Manivannan, Zhang Yi Yao
Supervisors
Assoc Prof Lee Chun Wah & Asst Kim Hye Kyung
Year
2017
Abstract
Floss Forward is an oral health communication campaign to encourage youths in Singapore to start flossing regularly. Gum disease and other oral health-related problems such as dental caries, and tooth decay is increasingly prevalent globally and in Singapore. In line with our research findings, a three-pronged strategy utilising social norms, tailored content and an interactive campaign approach were adopted to communicate the importance of flossing, its benefits and the potential implications of neglecting the habit,. A multi-touch point strategy using both online and offline tactics were implemented in the campaign. To ensure the credibility of the posts and their accompanying messages, content was vetted through by Singapore Dental Association and endorsed by the campaign’s main sponsor, Pearlie White.
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http://hdl.handle.net/10356/69886