Beat the heat Singapore : improving fire preparedness amongst homeowners in Singapore

Beat the Heat Singapore is a risk communication campaign that aims to promote the adoption of fire extinguishers amongst household owners aged 35 to 49, who have at least one child, and do not own a fire extinguisher – our post-campaign analysis revealed a significant 23.3% increase of fire extingui...

Full description

Saved in:
Bibliographic Details
Main Authors: Chuah, Jacinta Pei Yun, Chin, Sarah Kah Hui, Seo, Si Yun, Thian, Jesalin Xin Yu
Other Authors: Arul Indrasen Chib
Format: Final Year Project
Language:English
Published: Nanyang Technological University 2020
Subjects:
Online Access:https://hdl.handle.net/10356/137486
Tags: Add Tag
No Tags, Be the first to tag this record!
Institution: Nanyang Technological University
Language: English
id sg-ntu-dr.10356-137486
record_format dspace
spelling sg-ntu-dr.10356-1374862020-03-31T01:19:50Z Beat the heat Singapore : improving fire preparedness amongst homeowners in Singapore Chuah, Jacinta Pei Yun Chin, Sarah Kah Hui Seo, Si Yun Thian, Jesalin Xin Yu Arul Indrasen Chib Wee Kim Wee School of Communication and Information arulchib@ntu.edu.sg Social sciences::Communication::Promotional communication::Communication campaigns Beat the Heat Singapore is a risk communication campaign that aims to promote the adoption of fire extinguishers amongst household owners aged 35 to 49, who have at least one child, and do not own a fire extinguisher – our post-campaign analysis revealed a significant 23.3% increase of fire extinguisher ownership amongst our target audience. Guided by the Protection Motivation Theory, Beat The Heat Singapore is the first local campaign to tackle fire safety with the innovative use of Virtual Reality technology and adopt the angle of positive child-based messaging to raise household fire preparedness. Qualitative semi-structured interviews and quantitative pretest-posttest control group design research conducted informed our campaign that the public has a low sense of response cost and response efficacy. Thus, we want to empower parents to believe that they can provide a safe environment for their children with a fire extinguisher that is an affordable and comprehensive fire fighting tool in contrast to common household items. We disseminated these key messages to our target audience mainly via paid advertisements on Facebook and delivered our Virtual Reality game to the public through both digital and offline efforts. This paper will detail the campaign process and will provide implications and recommendations for policy and practice. Bachelor of Communication Studies 2020-03-31T01:19:50Z 2020-03-31T01:19:50Z 2020 Final Year Project (FYP) https://hdl.handle.net/10356/137486 en SCI19018 image/png application/pdf Nanyang Technological University
institution Nanyang Technological University
building NTU Library
country Singapore
collection DR-NTU
language English
topic Social sciences::Communication::Promotional communication::Communication campaigns
spellingShingle Social sciences::Communication::Promotional communication::Communication campaigns
Chuah, Jacinta Pei Yun
Chin, Sarah Kah Hui
Seo, Si Yun
Thian, Jesalin Xin Yu
Beat the heat Singapore : improving fire preparedness amongst homeowners in Singapore
description Beat the Heat Singapore is a risk communication campaign that aims to promote the adoption of fire extinguishers amongst household owners aged 35 to 49, who have at least one child, and do not own a fire extinguisher – our post-campaign analysis revealed a significant 23.3% increase of fire extinguisher ownership amongst our target audience. Guided by the Protection Motivation Theory, Beat The Heat Singapore is the first local campaign to tackle fire safety with the innovative use of Virtual Reality technology and adopt the angle of positive child-based messaging to raise household fire preparedness. Qualitative semi-structured interviews and quantitative pretest-posttest control group design research conducted informed our campaign that the public has a low sense of response cost and response efficacy. Thus, we want to empower parents to believe that they can provide a safe environment for their children with a fire extinguisher that is an affordable and comprehensive fire fighting tool in contrast to common household items. We disseminated these key messages to our target audience mainly via paid advertisements on Facebook and delivered our Virtual Reality game to the public through both digital and offline efforts. This paper will detail the campaign process and will provide implications and recommendations for policy and practice.
author2 Arul Indrasen Chib
author_facet Arul Indrasen Chib
Chuah, Jacinta Pei Yun
Chin, Sarah Kah Hui
Seo, Si Yun
Thian, Jesalin Xin Yu
format Final Year Project
author Chuah, Jacinta Pei Yun
Chin, Sarah Kah Hui
Seo, Si Yun
Thian, Jesalin Xin Yu
author_sort Chuah, Jacinta Pei Yun
title Beat the heat Singapore : improving fire preparedness amongst homeowners in Singapore
title_short Beat the heat Singapore : improving fire preparedness amongst homeowners in Singapore
title_full Beat the heat Singapore : improving fire preparedness amongst homeowners in Singapore
title_fullStr Beat the heat Singapore : improving fire preparedness amongst homeowners in Singapore
title_full_unstemmed Beat the heat Singapore : improving fire preparedness amongst homeowners in Singapore
title_sort beat the heat singapore : improving fire preparedness amongst homeowners in singapore
publisher Nanyang Technological University
publishDate 2020
url https://hdl.handle.net/10356/137486
_version_ 1681038142613749760