Change the night

• Main Authors: Koh, Joy Min Le, Lydia Syairah Bte Zulkarna’in, Khoo, Tammy Yun Yee, Tang, Joy Chen-Xi
• Other Authors: Kang Hyunjin
• Format: Final Year Project
• Language: English
• Published: Nanyang Technological University 2023
• Subjects: Social sciences::Communication
• Online Access: https://hdl.handle.net/10356/165276
• Institution: Nanyang Technological University

This report presents the findings of Change The Night, a health communications campaign that aimed to alleviate revenge bedtime procrastination (RBP) among young working adults aged 23 to 35 in Singapore. RBP is the phenomenon whereby individuals sleep later than intended, to take revenge on a busy daytime schedule. The formative research and design of the campaign were guided by the Integrated Model of Behavioural Prediction (IMBP). A pre-campaign study found that 64% of respondents regularly engage in RBP and gained insights into the IMBP variables required for behaviour change. The campaign formed three primary goals: (1) to increase our audience’s perceived severity of RBP, (2) to diminish the perceived intrinsic barrier regarding reducing RBP, and (3) to encourage the incorporation of good sleep hygiene behaviours. From this, Change The Night was established on the idea of the reimagination of nightfall, where sleep is not a trade-off for temporary pleasures. Change The Night relied heavily on social media, posting information and advice on how to adopt the proposed behaviours to overcome RBP. A 7-day sleep challenge was held to further reinforce these behaviours, and integrate them into daily routines. An interactive exhibition was also held for the public, allowing participants to learn more about RBP and its effects. Following the conclusion of the campaign, a post-campaign survey was carried out to evaluate its success. The campaign successfully achieved an increase in perceived severity, self-efficacy, behavioural intention, skills and behaviour, exceeding its impact objectives.