An analysis of the publicity efforts of the Singapore National Eye Centre (SNEC).

• Main Authors: Lee, Audrey Yen Pheng., Koh, Pearlyn Siew Lin.
• Other Authors: Ong, Siow Heng
• Format: Final Year Project
• Language: English
• Published: 2009
• Subjects: DRNTU::Social sciences::Communication::Promotional communication
• Online Access: http://hdl.handle.net/10356/14791
• Institution: Nanyang Technological University

The eye health care scene in Singapore has changed considerably over the years. This is a result of many factors including demographic shifts, the government’s emphasis on health care, as well as advances in medical technology and research. Together with a rapidly fast ageing population, the need for eye care and treatment is becoming more important in the new millennium. Better educated and more affluent Singaporeans have progressed from demanding basic health care to placing more emphasis on quality healthcare, as they are better read and well-travelled . A worrisome trend is that increasingly, a larger segment of the population is encountering both major and minor eye problems, across the various age groups. In Singapore, studies have indicated that our young have one of the highest incidence of myopia in Asia. Among the teens and adults, there has been an increased use of contact lenses. Careless and improper use of the lenses result in eye complications and infections. Another concern is the eye ailments faced by our ageing population. With age comes the inevitable deterioration of the eye and accompanying eye diseases like cataract and glaucoma. The authors’ interest in helping the public, know more about the eye, a very important part of life, was the motivating force behind the project with the Singapore National Eye Centre (SNEC). In this paper, the authors attempt to understand the challenges faced by the centre, in responding to the eye care needs of Singaporeans, and those living in the region. The goal of this project is to help the public relations department of the SNEC identify the various publicity issues, and to come up with value-added suggestions for the centre. The paper will shed some light into the execution, planning and management of their organisation’s policies, decisions and activities.