FadCheck : a campaign promoting health literacy on social media

• Main Authors: Lee, Yoo Jin, Or, Zann Minn, Wong, Valerie Jin Yi, Tang, Ian Jian Feng
• Other Authors: Kang Hyunjin
• Format: Final Year Project
• Language: English
• Published: Nanyang Technological University 2021
• Subjects: Social sciences::Communication
• Online Access: https://hdl.handle.net/10356/147228
• Institution: Nanyang Technological University

FadCheck is a health communication campaign that aimed to encourage Singaporeans aged 21 to 34 to fact-check fitness misinformation on social media. Guided by the Integrated Behavioural Model, the campaign promoted fact-checking behaviour on various kinds of fitness content, ranging from diet advice, promotion of health supplements, to workout guides. The behaviour was broken down into three simple steps named the FadCheck 3C’s—Checking for Credibility, Cross-referencing, and Checking for Commercial interests—for simplification and easy recall. Through its tactics, FadCheck successfully increased its target audience’s perceived salience of fact-checking and increased their intention to fact-check by improving their self-efficacy in the behaviour. It also reached close to 85,000 users across its social media platforms, with engagement rates of 8.11% on Instagram and 9.47% on Facebook. This paper presents a detailed overview of the campaign’s research into the problem of widespread fitness misinformation on social media and how it went about to tackle the issue. It discusses the campaign’s research, planning and execution, achievements in its impact and output objectives, and concludes with an evaluation of its strengths and limitations to discuss future sustainability as well as implications for future campaigns.