Privacy and data protection campaign for businesses.

• Main Authors: Chia, Jiet Ling., Lee, Joanna Peiru., Seah, Jaclynn Su Yen.
• Other Authors: May Oo Lwin
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Social sciences::Communication::Promotional communication::Communication campaigns
• Online Access: http://hdl.handle.net/10356/1194
• Institution: Nanyang Technological University

Privacy and data protection is an area that is often overlooked or regarded as unimportant by Singaporean businesses. Little has been done in Singapore to solve this growing problem, and to date there is scant information available locally about privacy or data protection. In preparation for the upcoming legislation on privacy and data protection in the later half of this year, we worked with the Direct Marketing Association of Singapore (DMAS) toconceptualize a long term Business to Business (B2B) campaign on consumer privacy and data protection, and to developand execute a focused communication tool as an initial phase to the campaign. The collaboration resulted in the roll-out of a definitive toolkitin a direct mailer that promotesdata protection as an important element for a successful business. This report documents the research and analysis to better understand the perceptions of businesses and consumers on privacy and data protection in Singapore. It also outlines the strategies and rationales employed in the creation and execution of the communication tool, and the conception of the overarching campaign. Recommendations which can be referenced for future efforts in this area are also included.