Ride right

Ride Right is a communications campaign which aims to promote the safety of road cyclists aged 21 to 55 in Singapore. Based on extensive literature review and formative research, there is a lack of initiatives which specifically aim to advocate for the safety of road cyclists. The project aimed to r...

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Main Authors: Chen, Huizhu, Ng, Bernice Jing Rong, Lu, Zhuoyi, Ng, Shanna Wen Wei
Other Authors: Edmund Lee Wei Jian
Format: Final Year Project
Language:English
Published: Nanyang Technological University 2022
Subjects:
Online Access:https://hdl.handle.net/10356/155861
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Institution: Nanyang Technological University
Language: English
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spelling sg-ntu-dr.10356-1558612023-03-05T16:16:45Z Ride right Chen, Huizhu Ng, Bernice Jing Rong Lu, Zhuoyi Ng, Shanna Wen Wei Edmund Lee Wei Jian Ho Pei Seah Karen Wee Kim Wee School of Communication and Information karen.ho@ntu.edu.sg, edmundlee@ntu.edu.sg Social sciences::Communication Ride Right is a communications campaign which aims to promote the safety of road cyclists aged 21 to 55 in Singapore. Based on extensive literature review and formative research, there is a lack of initiatives which specifically aim to advocate for the safety of road cyclists. The project aimed to reduce the frequency of rule-breaking and eventually increase the safety of cyclists on the road by targeting the knowledge, attitude, and behaviour levels of cyclists. The team chose to execute the campaign in an engaging and fun manner to increase understanding of traffic rules and their importance through Ride Right’s social media pages and the rideright.sg website. The team also organised a Christmas-themed GPS art event on Strava - Ride with Rudolph - to provide the target audience with a platform to enact safe cycling behaviour. The campaign successfully increased knowledge and behaviour scores by 17.7% and 3.41% respectively. Additionally, the campaign also achieved a positive achievement index of 10 out of 16 of its output objectives. Bachelor of Communication Studies 2022-03-24T02:59:00Z 2022-03-24T02:59:00Z 2022 Final Year Project (FYP) Chen, H., Ng, B. J. R., Lu, Z. & Ng, S. W. W. (2022). Ride right. Final Year Project (FYP), Nanyang Technological University, Singapore. https://hdl.handle.net/10356/155861 https://hdl.handle.net/10356/155861 en CS/21/012 application/pdf application/pdf Nanyang Technological University
institution Nanyang Technological University
building NTU Library
continent Asia
country Singapore
Singapore
content_provider NTU Library
collection DR-NTU
language English
topic Social sciences::Communication
spellingShingle Social sciences::Communication
Chen, Huizhu
Ng, Bernice Jing Rong
Lu, Zhuoyi
Ng, Shanna Wen Wei
Ride right
description Ride Right is a communications campaign which aims to promote the safety of road cyclists aged 21 to 55 in Singapore. Based on extensive literature review and formative research, there is a lack of initiatives which specifically aim to advocate for the safety of road cyclists. The project aimed to reduce the frequency of rule-breaking and eventually increase the safety of cyclists on the road by targeting the knowledge, attitude, and behaviour levels of cyclists. The team chose to execute the campaign in an engaging and fun manner to increase understanding of traffic rules and their importance through Ride Right’s social media pages and the rideright.sg website. The team also organised a Christmas-themed GPS art event on Strava - Ride with Rudolph - to provide the target audience with a platform to enact safe cycling behaviour. The campaign successfully increased knowledge and behaviour scores by 17.7% and 3.41% respectively. Additionally, the campaign also achieved a positive achievement index of 10 out of 16 of its output objectives.
author2 Edmund Lee Wei Jian
author_facet Edmund Lee Wei Jian
Chen, Huizhu
Ng, Bernice Jing Rong
Lu, Zhuoyi
Ng, Shanna Wen Wei
format Final Year Project
author Chen, Huizhu
Ng, Bernice Jing Rong
Lu, Zhuoyi
Ng, Shanna Wen Wei
author_sort Chen, Huizhu
title Ride right
title_short Ride right
title_full Ride right
title_fullStr Ride right
title_full_unstemmed Ride right
title_sort ride right
publisher Nanyang Technological University
publishDate 2022
url https://hdl.handle.net/10356/155861
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