Moving Beyond Protection : a strategic communication campaign to fight stigmatisation of people affected by HIV/AIDS.

• Main Authors: Choo, Jingyi., Chua, Janice Zhengling., Law, Jennifer Choon Lang., Li, Xunxiang.
• Other Authors: Lee Chuan Wah
• Format: Final Year Project
• Language: English
• Published: 2009
• Subjects: DRNTU::Social sciences::Communication::Promotional communication::Communication campaigns
• Online Access: http://hdl.handle.net/10356/14925
• Institution: Nanyang Technological University

One Life Experience (OLE) is a strategic communication campaign that aims to reduce the stigma of people affected by HIV/AIDS among Singaporean youth. The campaign, carried out from August 2007 to March 2008, was planned and executed by Team OLE, a group of four undergraduates from Nanyang Technological University’s Wee Kim Wee School of Communication and Information, in collaboration with World Vision Singapore (WVS). Supported by theoretical frameworks and research, the report documents the public relations tools and strategies used in the programming and execution of the campaign so as to effectively reach out to the target audience. The campaign evaluation and limitations are also included.