A safer spin

• Main Authors: Chew, Audrey Xin Ying, Chia, Nicholas Wei De, Siew, Ming Li, Wee, Hong Liang
• Other Authors: -
• Format: Final Year Project
• Language: English
• Published: Nanyang Technological University 2023
• Subjects: Social sciences::Communication::Promotional communication::Communication campaigns; Social sciences::Communication::Promotional communication::Integrated marketing communications
• Online Access: https://hdl.handle.net/10356/165277
• Institution: Nanyang Technological University

This paper presents A Safer Spin, a public health communication campaign that seeks to reduce the occurrence of spinning-induced ER. Rhythmic cycling, commonly referred to as “spinning” in Singapore, is a group indoor cycling workout performed on stationary bikes with a rhythmic element. While proven to be an effective cardiovascular workout, spinning might lead to Exertional Rhabdomyolysis (ER). If left untreated, ER may cause acute kidney injury, cardiac arrest, and loss of limb, all of which can eventually lead to death. As spinning becomes more popular in Singapore, the risk of ER increases as well. In this paper, we detail our campaign’s formative research, strategies and execution to empower our participants to mitigate the risk of ER by avoiding overexertion during spinning. We focused on a target audience (TA) of university students aged 18 to 25, who either (1) have not attended, or (2) have attended up to five spin classes. To achieve our campaign goals, we familiarised them with the fundamentals of spinning to improve their knowledge of spinning and ER, safe spinning attitudes and risk reduction behaviours. Digital and physical tactics utilised to reach, influence, and inspire them were elaborated on in this paper. Over a four-month period, A Safer Spin managed to engage 1,038 university students physically and gathered over 100,000 impressions online. Impact and output outcomes were assessed in the post-campaign evaluation to determine the campaign’s effectiveness in meeting its objectives. This paper concludes by discussing the campaign, noting its strengths, limitations, recommendations and sustainability efforts in the future.