C2017

Authors
Chan Si Yong, Lee Kai Lin, Lydia Tan Xin Rui, Nur Amyraa Zukiman

Supervisors
Asst Prof Lee Chun Wah & Asst Prof Kim Hye Kyung

Year
2017

Abstract

Life On(the)Line is a communication campaign to encourage Internet users in Singapore to better protect themselves online. It aimed to improve cyber hygiene among young adults aged 18 to 35, through both raising their perceived susceptibility to cyber threats, as well as educating them on how to adopt safe cyber practices. Besides studying existing literature, the team conducted focus group discussions and a quantitative survey to gain a deeper understanding of the current knowledge, attitudes and behaviour of young adults towards cybersecurity. The Life On(the)Line’s strategy and tactics were devised to bring about informational, attitudinal and behavioural changes among its target audience.

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http://hdl.handle.net/10356/69885

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

Authors
Heng Jian Siong, Jheong Qi Lin, Leong Su Wei Michelle, Nur Syahirah Binte Mazlan

Supervisor
Ms Pamela Tor Das

Year
2017

Abstract

Hungry for Change is a change communication campaign calling for a reduction in food waste among youths when dining. The campaign was targeted at youths aged 17 to 25 years old studying in local polytechnics and universities. The main aim of the campaign was to encourage these youths to practise food waste reduction behaviour by asking for smaller portions so as to minimise the amount of food that would be wasted, especially when dining in their respective educational institutions. At the same time, the campaign hoped that these youths would carry these habits over into other dining situations. The Hungry for Change campaign did this by casting the spotlight on the problem of food waste in Singapore and educating youths about the implications involved.

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http://hdl.handle.net/10356/69872

Authors
Boh Li Ping Bianca, Chloe Chan Qiyi, Lai Wing Chee Anna, Lim Wan Qi

Supervisor
Mr Ferdinand de Bakker

Year
2017

Abstract

Fine Print is a youth-centric pilot campaign aimed at Singaporean teenagers aged 12 to 17. We aimed to improve their perceptions of local literature and to encourage them to engage with local literary works. The campaign was conceived in response to the National Literary Reading and Writing Survey in 2015, revealing that 3 in 4 teenage readers had not read a local book in the past year. The pilot sought to achieve these goals through incorporating social media and interactive games to make local literature fun and relevant for our target audience. Research findings were used to craft the campaign message, and both online and offline tactics were utilised to engage the target audience.

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http://hdl.handle.net/10356/69873

Authors
Cheong Kai Qi Hazel, Chow Yue Wah (Eva), Phua Ying Ying

Supervisor
Ms Pamela Tor Das

Year
2017

Abstract

Friends of Dementia is a campaign to promote the creation of a dementia-friendly community in Singapore. The campaign aimed to educate and empower the Institute of Higher Learning (IHL) students from universities and polytechnics on the issues of dementia, thus becoming a Friend of Dementia who contributes positively towards building a dementia-friendly community. Besides delving into the current literature, a survey and focus group discussions were conducted to gain a deeper understanding of IHL students’ knowledge, attitude and behaviour towards dementia. The insights from the formative research helped to inform the campaign’s strategy which aimed to educate IHL students to become a Friend of Dementia, as well as to affect attitudinal and behavioural changes.

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http://hdl.handle.net/10356/69883

Authors
Adeeb Fazah bin Anwar Aziz Marican, Lydia Lim Qin Yun, Melody Ann Gibson, Zhou Minghui Teresa

Supervisor
Mr Ferdinand de Bakker

Year
2017

Abstract

Theatre Invasion Singapore is a communication campaign targeted at undergraduate students from Nanyang Technological University aged 19 to 26. It was carried out as a pilot test to assess the effectiveness of strategies and tactics to help students gain a better understanding of theatre in Singapore in hopes of increasing theatre attendance. Theatre Invasion Singapore was conceptualised to raise awareness and improve perceptions through repositioning theatre as vibrant and energetic. The campaign employed digital and on-ground tactics such as a series of lecture invasions, informational posters on events listing platforms and promotions of current shows to keep students engaged.

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http://hdl.handle.net/10356/69865

Authors
Er Xin Ni, Lee Zhi Yong Clifford, Lew Li Ying Denicia, Poh Li Ting

Supervisors
Assoc Prof Lee Chun Wah & Asst Prof Kim Hye Kyung

Year
2017

Abstract

Maid a Friend is a social campaign that aims to provide a fulfilling living and working environment for Foreign Domestic Workers (FDWs) in Singapore, so that they can continue to contribute to Singapore’s society. The campaign aimed to do this by promoting meaningful conversation between household members and their FDWs, through enhancing perceived behavioural control among the target audience. The target audience was household members between the ages 35 and 59, as this group had the poorest performance in the behaviour, yet are the ones who have the most involvement in the employment of FDWs.

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http://hdl.handle.net/10356/69843

Authors
Lee Jia Min, Namreena Bharat Samtani, Nuramira Shadrina Binte Mohamad Nasir, Rachel Phua Xiu Juan

Supervisor
Ms Pamela Tor Das

Year
2017

Abstract

Your Keyboard Your Career is a campaign rallying millennials to practise responsible social media postings for the sake of their career, as studies have highlighted the prevalence of employers in Singapore conducting social media checks to guide their hiring decisions of a candidate. The campaign targeted millennials aged 18 to 25 years old who were enrolled in either a Polytechnic or a University as they were the demographic that would enter the workforce soon after graduation. By reframing social media screening as an opportunity for millennials to showcase themselves to employers instead of a threat to their employment opportunities, the campaign aims to encourage millennials to start practising responsible social media behaviours.

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http://hdl.handle.net/10356/69868

Authors
Ang Hui Xuan, Kwok Meng Kei, Melodi Lee Meili, Wong Jia Rong

Supervisor
Ms Pamela Tor Das

Year
2017

Abstract

Breaking The Sound Barrier (BTSB) is a campaign to encourage more employers to hire deaf individuals. The main aim of the campaign was to create positive attitudes towards hiring the deaf by highlighting that the deaf are just as capable as the hearing. The campaign targeted people involved in the hiring process, such as managers and Human Resource (HR) personnel, who had no intentions of hiring the deaf. The campaign utilized both online platforms and on-ground activation as tactics to educate employers, provide social proof via success stories, and provide resources for employers to take action to hire the deaf.

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http://hdl.handle.net/10356/69868

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

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

Authors
Cheo Peijun, Lim Li Zhen, Ong Lynette, Vanessa Lim

Supervisor
Asst Prof Chung Myojung

Year
2017

Abstract

Make The Cut is a campaign in Singapore that addresses the issue of textile waste using a fashion-centric framework. It aims to educate and motivate Singaporean females age 18 to 25 to maximise the use of clothes through green consumerism activities — restyling and repurposing clothes — to combat textile waste. Although Singapore has experienced an increase in textile waste output by 61% since 2008, textile waste recycling rates remain stagnant at 7% as of 2016. The team developed a strategic communication plan that engaged the audience in maximising the use of clothes to combat textile waste. Restyling and repurposing of clothes were promoted through social media and hands-on activities.

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http://hdl.handle.net/10356/69922

Authors
Khoo Qi Ying Shan, Kimberly Lam Min Pei, Nurwajiha Bte Zohry, Wee Loke Xian Cherylyn

Supervisor
Ms Pamela Tor Das

Year
2017

Abstract

Save Our Soles SG (SOS SG) was a campaign aimed at empowering women with the knowledge and awareness of the short term and long term health consequences of wearing high heels, and what they could do to care for their feet. SOS SG was targeted at working women aged 21 to 45 years old. The impact of wearing high heels has on women’s health had been well-documented, but this culture seemed to persist both globally and locally. This report looked into the thoughts, perceptions, and habits of women in Singapore on the issue of wearing high heels. It also covered the planning, execution, and evaluation of the campaign to spread awareness of the health issues and good habits that could be adopted.

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http://hdl.handle.net/10356/69861

Authors
Charlene Siah, Charmaine Choo Xinyi, Melanie Heng Xue Ting, Tan Hao Yun Charlene

Supervisor
Asst Prof Chung Myo Jung

Year
2017

Abstract

On The Mend is a communication campaign aimed at encouraging young male adults to seek help for depression. Due to masculine norms, men tend to subscribe to help-seeking stigma and perceive seeking help for depression as a weak and feminine behaviour. In turn, this causes them to hold negative attitudes towards seeking help and be less prone to seek help for depression. Depression is the most prevalent mental illness in Singapore, with 18 – 34 years old adults being the most at risk. With this in mind, On The Mend aims to build a supportive environment where men do not see seeking help as a weak behaviour and feel comfortable seeking help for depression.

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http://hdl.handle.net/10356/69858

Authors
Badron Bin Adnan, Low Zhang Quan, Marcus Lim Han Ming, Ng Hyun Jung Gladys

Supervisor
Asst Prof Chung Myojung

Year
2017

Abstract

Mo-Ments is a digital-led strategic communication campaign to encourage young adults in Singapore to adopt stronger money management habits (comprised of four key pillars: saving, managing spending, budgeting, and credit/debt management). The project was conceptualized on the back of growing financial challenges in Singapore coupled with the low penetration of money management behaviours among the young adult demographic (aged 18 to 30) here. Through a combination of storytelling narratives, Mo-Ments communicated to its young adult target audience that money management is manageable and a powerful enabler in helping them to achieve their goals, thereby bolstering their confidence and commitment to the related behaviours.

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http://hdl.handle.net/10356/69884

Authors
Chong Hui Qi, Elizabeth Tan Yu Lin, Lim Bi Jia Valerie, Sim YunHan Aaron

Supervisor
Assoc Prof Lee Chun Wah

Year
2017

Abstract

The Lunchbox Movement: Better your life, one lunch at a time, is a campaign which promoted healthy eating habits through the consumption of home-packed lunches at least twice a week, among university students. A survey study was conducted to gain a deeper understanding of Singaporeans’ current eating behaviours and their perception towards both eating out and eating home-packed lunches. The campaign’s strategy was designed to effect change in attitudes, self-efficacy, and behaviour. Campaign outreach activities were organised to carry across the key messages of the campaign.

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https://repository.ntu.edu.sg/handle/10356/69889

Authors
Ng Bao Yi, Ruth Lee Hui Ern, Sim Hui Chin Cheryl, Zoey Loh Ying Hui

Supervisor
Mr Ferdinand de Bakker

Year
2017

Abstract

Joyful Beginnings is a health communication campaign aimed to raise awareness about Postnatal Depression (PND) among young parents between the ages of 21 to 39 in Singapore. The campaigned also looked to promote the importance of postnatal support, in order to bring enhance knowledge and attitudinal changes among them. Joyful Beginnings zoomed in on three aspects of support, community, partner and family. With support from medical experts, the campaign reached out to its target audience through on-ground outreaches and online engagement

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https://repository.ntu.edu.sg/handle/10356/69891

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.

Click link to view
http://hdl.handle.net/10356/69892

Authors
Koh En Li Deborah, Koh Ming Yu Kevin, Koh Zhi Hui, Ng Xi Wen

Supervisor
Asst Prof Chung Myojung

Year
2017

Abstract

The Lite Side is a health communication campaign which aimed to increase the consumption of healthier meals on University campuses. It was executed in collaboration with the Health Promotion Board and National Youth Council in NTU and Singapore Management University. This campaign aimed to tackle knowledge and attitudinal obstacles that Singaporean university students faced regarding healthier eating. As well as to foster healthier eating habits that students could carry into their working life.

Click link to view
http://hdl.handle.net/10356/69817