Doing OK, Boomer?

• Main Authors: Chua, Brandon Sheng Da, Chua, Celeste Xuan Zhen, Ng, Dionne Xin Yan, Wong, Jia Ying
• Other Authors: Kang Hyunjin
• Format: Final Year Project
• Language: English
• Published: Nanyang Technological University 2022
• Subjects: Social sciences::Communication
• Online Access: https://hdl.handle.net/10356/155930
• Institution: Nanyang Technological University

Doing OK, Boomer? is a communications campaign that aims to empower youths aged 18 to 24 in Singapore to build quality relationships with the elderly around them in an effort to alleviate elderly loneliness. Due to the COVID-19 pandemic, the problem of elderly loneliness in Singapore has been exacerbated. The lack of social, emotional and physical connection have impacted the elderly’s mental health and the number of reported suicides among elderly has increased by 26% in 2020. For a start, this campaign focuses on the elderly around the target audience due to easy access and higher probability of engaging in the promoted behaviour. Guided by the Integrated Model of Behavioural Prediction, this campaign adopted a three-pronged approach to (1) Educate, (2) Empower and (3) Engage the target audience. Through a mix of offline and online engagement strategies, the campaign has successfully reached out to the target audience to increase knowledge level and behavioural adoption. The campaign garnered significant online traction with a total reach of 244,448 and 795 followers on Instagram. This paper presents the campaign stages - from formative research to its strategic communication plan, campaign execution as well as post-campaign evaluation. At the end of the paper, limitations, recommendations and possible future plans are also discussed for the campaign’s sustainability.