Authors
Jeremy Hau Wen Xin, Joey Chua Siok Min, Samantha Tan Xiao Hui, Wang Yongsheng Collin
Supervisors
Asst Prof Kim Hye Kyung & Assoc Prof Lee Chun Wah
Year
2017
Abstract
Project This Ability (PTA) is a communication campaign aimed at promoting sports to Persons with Disabilities (PWDs) aged 18-25. As PWDs are more susceptible to secondary health conditions, experts recommend sports for its benefits on PWDs’ mental, physical and social well-being. The campaign leveraged on role-modelling and social norming theories in their campaign tactics and messages, which resulted in a unique packaging of sports as a fun, recreational activity for one to partake with friends.
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http://hdl.handle.net/10356/69892