Legit Or Not? : A communications campaign encouraging the adoption of anti-investment scam behaviour
Running from 13 December 2021 to 25 February 2022, Legit Or Not? is a communication campaign aimed at empowering young adults in Singapore aged 21 to 39 years old to tackle investment scams. Investment scams have become an increasingly severe issue in Singapore and other countries, with victims losi...
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2022
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sg-ntu-dr.10356-1558692023-03-05T16:16:22Z Legit Or Not? : A communications campaign encouraging the adoption of anti-investment scam behaviour Fong, Yihui Kang, Hong Wei Lai, Lingliu Bong, Rachel Wei Ting Edmund Lee Wei Jian Ho Pei Seah Karen Wee Kim Wee School of Communication and Information edmundlee@ntu.edu.sg, karen.ho@ntu.edu.sg Social sciences::Communication Running from 13 December 2021 to 25 February 2022, Legit Or Not? is a communication campaign aimed at empowering young adults in Singapore aged 21 to 39 years old to tackle investment scams. Investment scams have become an increasingly severe issue in Singapore and other countries, with victims losing millions of dollars and cases rising significantly in recent years. The team tackled the pressing problem by reducing psychological biases and increasing due diligence using the Ask, Check, Confirm framework introduced by MoneySense, a national financial education programme, before young adults make any investment decisions. The digital campaign utilised a mix of expert advice to establish credibility, infographics and interactive applications of investment scam information across various online platforms to reach out to a wider pool of our target audience. Through the use of engaging activities, the campaign drew more than 250 participants which proves the efficacy of ground-up initiatives in drawing interest despite the highly cognitive topic. Through the various focused activities, we have significantly increased the target audience’s knowledge by 7.98%, decreased optimism bias by 6.25% and increased behaviour intention by 7.44%. The discussion and recommendations of Legit Or Not? shows how a comprehensive digital campaign can be effective in targeting young adults and has implications for future communication campaigns in Singapore and abroad. Bachelor of Communication Studies 2022-03-24T06:44:00Z 2022-03-24T06:44:00Z 2022 Final Year Project (FYP) Fong, Y., Kang, H. W., Lai, L. & Bong, R. W. T. (2022). Legit Or Not? : A communications campaign encouraging the adoption of anti-investment scam behaviour. Final Year Project (FYP), Nanyang Technological University, Singapore. https://hdl.handle.net/10356/155869 https://hdl.handle.net/10356/155869 en application/pdf application/pdf Nanyang Technological University |
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Social sciences::Communication Fong, Yihui Kang, Hong Wei Lai, Lingliu Bong, Rachel Wei Ting Legit Or Not? : A communications campaign encouraging the adoption of anti-investment scam behaviour |
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Running from 13 December 2021 to 25 February 2022, Legit Or Not? is a communication campaign aimed at empowering young adults in Singapore aged 21 to 39 years old to tackle investment scams. Investment scams have become an increasingly severe issue in Singapore and other countries, with victims losing millions of dollars and cases rising significantly in recent years.
The team tackled the pressing problem by reducing psychological biases and increasing due diligence using the Ask, Check, Confirm framework introduced by MoneySense, a national financial education programme, before young adults make any investment decisions.
The digital campaign utilised a mix of expert advice to establish credibility, infographics and interactive applications of investment scam information across various online platforms to reach out to a wider pool of our target audience. Through the use of engaging activities, the campaign drew more than 250 participants which proves the efficacy of ground-up initiatives in drawing interest despite the highly cognitive topic.
Through the various focused activities, we have significantly increased the target audience’s knowledge by 7.98%, decreased optimism bias by 6.25% and increased behaviour intention by 7.44%. The discussion and recommendations of Legit Or Not? shows how a comprehensive digital campaign can be effective in targeting young adults and has implications for future communication campaigns in Singapore and abroad. |
author2 |
Edmund Lee Wei Jian |
author_facet |
Edmund Lee Wei Jian Fong, Yihui Kang, Hong Wei Lai, Lingliu Bong, Rachel Wei Ting |
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Final Year Project |
author |
Fong, Yihui Kang, Hong Wei Lai, Lingliu Bong, Rachel Wei Ting |
author_sort |
Fong, Yihui |
title |
Legit Or Not? : A communications campaign encouraging the adoption of anti-investment scam behaviour |
title_short |
Legit Or Not? : A communications campaign encouraging the adoption of anti-investment scam behaviour |
title_full |
Legit Or Not? : A communications campaign encouraging the adoption of anti-investment scam behaviour |
title_fullStr |
Legit Or Not? : A communications campaign encouraging the adoption of anti-investment scam behaviour |
title_full_unstemmed |
Legit Or Not? : A communications campaign encouraging the adoption of anti-investment scam behaviour |
title_sort |
legit or not? : a communications campaign encouraging the adoption of anti-investment scam behaviour |
publisher |
Nanyang Technological University |
publishDate |
2022 |
url |
https://hdl.handle.net/10356/155869 |
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1759857233371332608 |