Authors
Lee Wanting Adriel, Lee Yen Lisa, Low Zi Yu, Teo Jia Ying Magdalene
Supervisor
Asst Prof Chung Myojung
Year
2017
Abstract
Get Askin’ is a youth targeted campaign to raise awareness about skin donation which ultimately aims to increase the number of skin donors in Singapore. Despite public education efforts to raise awareness of skin donation, knowledge of what it entails remains low while misconceptions about its processes remain high. The Get Askin’ team developed a strategic communication campaign to tackle these issues. The team consulted industry experts and conducted research in order to gain a better understanding of the barriers to skin donation. Campaign messaging techniques, strategies and tactics were then developed to effectively reach the target audience of youth aged 18-29.
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http://hdl.handle.net/10356/69856