#CanOneLah!

• Main Authors: Wee, Ann, Lee, Grace Jia En, Lee, Febby Jia Qian, Vijayahkumar, Rishiikanthan
• Other Authors: Kim Hye Kyung
• Format: Final Year Project
• Language: English
• Published: Nanyang Technological University 2021
• Subjects: Social sciences::Communication
• Online Access: https://hdl.handle.net/10356/147203
• Institution: Nanyang Technological University

#CanOneLah! is a communication campaign that aims to improve digital literacy among low-income seniors aged 60 to 85 through social support. Low-income seniors struggle to benefit from existing mass-approach digital literacy initiatives as they are often not tailored to their specific needs, resulting in many being left behind as Singapore collectively works towards being a Smart Nation. This digital divide has been amplified by the COVID-19 pandemic, where online communication became a necessity. Based on our research findings, low-income seniors had lower mean scores in the use of basic communication tools than middle to higher-income seniors. Our research also revealed that a socially supportive environment was a factor in motivating them to pick up digital literacy. As such, #CanOneLah! sought to bridge this digital divide by designing an initiative that focuses on foundational digital communication tools and using social support as a motivator. Online and offline tactics leveraging audio-visual aids and colloquial language with an emphasis on social support were created to achieve our objective. Guided by the Theory of Planned Behaviour, the campaign resulted in a significant increase in perceived behavioural control and subjective norm for our target audience. We helped a total of over 100 low-income seniors to learn digital skills, demonstrating #CanOneLah!’s effectiveness in helping low-income seniors digitize. Learnings from the campaign provide recommendations for future digital literacy initiatives focused on seniors in Singapore. We hope that #CanOneLah! is the beginning of many more community initiatives that support vulnerable seniors as they embark on their digital journeys.