Ditch that device

• Main Authors: Chong, Wei Yew, Hsu, Charlotte Jing Ying, Lee, Jorryn Juay Teng, Lee, Jowy Yi Xuan
• Other Authors: -
• Format: Final Year Project
• Language: English
• Published: Nanyang Technological University 2022
• Subjects: Social sciences::Communication
• Online Access: https://hdl.handle.net/10356/155851
• Institution: Nanyang Technological University

Ditch That Device is a communications campaign aiming to empower youths aged 18-25 to take the first step in improving their digital wellbeing on their mobile devices through adopting digital wellbeing tools and rediscovering life beyond the screen. Due to the COVID-19 pandemic, reliance on digital devices for our day to day activities is at an all time high, resulting in significant physical, mental and socio-emotional effects among the youths. In addition, many do not realise the effects of poor digital wellbeing, which often cannot be felt instantaneously, and simply accept the repercussions that comes with using their digital devices, branding it as the “new normal”. Our solution to this problem is to make use of digital wellbeing tools to encourage youths to adopt new found habits and aid them in managing their digital wellbeing, while using the angle of “rediscovering life beyond the screen” to pique their interest. Employing the Theory of Planned Behaviour (TPB) framework to guide our campaign strategy, our campaign predominantly utilised online channels and media outreach, targeting the youth on platforms that they spent most of their time on screen. Our targeted campaign objectives were all met, with an increase in Knowledge (13.9%) , Attitude (6.0%), Behavioural Intention (22.3%) and Behaviour (21.1%) as compared to the control group. This paper will elaborate on the results obtained and the evaluation and discussion of the campaign’s impact through the various strategies and media channels.