Authors
Dannie Seet Zhun Hao, Fiona Ang YingSi, Hannah Wong Wai-Yee, Joanne Tan Chu En
Supervisor
Mr Ferdinand De Bakker
Year
2017
Abstract
Stand Corrected is a communication campaign to raise awareness and educate young adults in Singapore on ‘Text Neck’ syndrome. The campaign’s goal is to reduce the prevalence of long-term spinal complications, by having young adults aged 21 to 29 to be mindful of their own posture while using mobile devices and to adopt lifestyle changes to curb ‘Text Neck’ syndrome. Drawing insights from formative research, a three-phase campaign approach – engage, trigger and reinforce was developed as a framework for the campaign’s execution. The campaign strategy of creating an interactive experience helps to shed light on ‘Text Neck’ in an appealing and relatable way for young adults.
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http://hdl.handle.net/10356/69846