Paving the way

Authors
Chew Pei Shwen, Chew Qi Yang Paul, Chia Yi Theng Rachel, Lee Xue Qi Fiona

Supervisor
Mr Ferdinand de Bakker

Year
2017

Abstract

Paving the Way, is a knowledge-centric campaign on path-sharing. Path-sharing is a budding concept within footpath usage emphasising mutual safe and gracious behaviour among footpath users. Paving the Way targets secondary students in Singapore aged 13 to 17, addressing their lack of knowledge about proper path-sharing behaviour and aiming to raise awareness about it, through explaining its importance and how to perform such behaviour. To address current knowledge gaps regarding path-sharing etiquette, qualitative and quantitative research was carried out to explore the path usage habits of students in Singapore. Based on research findings, key messages and campaign strategies of “storytelling”, “raising risk perception”, “raising self-efficacy” and “gamification” were crafted.

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http://hdl.handle.net/10356/69888