We got your back

• Main Authors: Hoi, Belynda Min Hui, Toh, Clara En Ci, Foo, Jing Xian, Chong, Katrina
• Other Authors: Kim Hye Kyung
• Format: Final Year Project
• Language: English
• Published: Nanyang Technological University 2021
• Subjects: Social sciences::Communication::Promotional communication::Communication campaigns
• Online Access: https://hdl.handle.net/10356/147119
• Institution: Nanyang Technological University

We Got Your Back (WGYB) is Singapore’s first-ever digital health campaign that aims to encourage the adoption of good postural habits, in order to prevent the onset of work-related musculoskeletal disorders (WMSDs) amongst desk-bound working adults aged 25 to 40. Common forms of WMSDs such as neck, shoulder and back aches have become prevalent health issues during COVID-19, as more people adopt poor postural habits while working from home. As good postural habits, such as adhering to proper posture guidelines and taking adequate stretch breaks, can counter the problem, WGYB started to push out instructional and motivational content on these recommendations. With reference to the Transtheoretical Model, it adopted a phase-by-phase content strategy whereby the target audience (TA) was first exposed to knowledge-focused content about good postural habits, like the Stretch At The Desk and The Wokestation series. Next, they were encouraged to adopt good postural habits with content such as Posture Power-Up! and #SaveOurSpines edutainment series. WGYB then ended off with a Posture Pack distribution, which was part of the positive reinforcement strategy to ensure the sustainability of the campaign messaging even after it concluded. Overall, WGYB met its objectives for self-efficacy levels and adoption of good postural habits. With its digital efforts, it has also reached out to more than 100,000 individuals and garnered positive feedback from high-ranking individuals and news platforms. With its success, WGYB has taken a positive step forward in raising awareness about WMSDs and good postural habits for the desk-bound crowd.