Snooze to lose Singapore : encouraging adequate sleep amongst university students to aid in weight management

• Main Authors: Ngoh, Jasmine Ka Ling, Lim, Weiyu, Song, Ai Vee, Zheng, Ruoming
• Other Authors: Arul Indrasen Chib
• Format: Final Year Project
• Language: English
• Published: Nanyang Technological University 2020
• Subjects: Social sciences::Communication::Promotional communication::Communication campaigns; Social sciences::Communication::Communication theories and models
• Online Access: https://hdl.handle.net/10356/137491
• Institution: Nanyang Technological University

Snooze to Lose, a Wee Kim Wee School of Communication and Information Final Year Project by four undergraduates, is a pioneering health campaign that aimed to promote adequate sleep amongst Singapore undergraduates to combat obesity in Singapore. The report covers the campaign’s entire process of research, planning, execution, and its evaluation. Literature review and situational analysis of the topic identified the campaign’s target audience (TA): Singapore undergraduates aged 21 to 29 with the intention to manage their weight. Qualitative research with medical experts and members of our TA identified the Health Belief Model which guided the campaign’s objectives and programming. The campaign’s big idea was to draw the link between sleep and weight management in the context of university to encourage undergraduates to prioritise sleep amongst other aspects of campus life. To increase the receptivity of our key messages, campaign execution utilised both offline and online engagement with carefully curated content that relate and appeal to Singapore undergraduates. The campaign achieved 400 sign-ups for the Snooze to Lose Sleep Challenge that was designed for undergraduates to achieve adequate sleep during the academic semester. The paper proceeds to evaluate our campaign’s initial impact and output objectives. With a total expenditure of S$7,785.79, supported through grants and sponsorships, our campaign was able to achieve significant results for almost all the impact objectives set and far exceeded the output objectives set. The report concludes by evaluating the campaign’s strengths and weaknesses while discussing the project’s sustainability and the implications for future health campaigns.