Don't Puff, Pal

Don’t Puff, Pal is a youth-centric health communication campaign aimed at raising awareness about the harmful health effects of vaping among university students aged 21 to 27 years old. It was aimed at increasing their willingness to share about the harmful effects of vaping with peers, in order to...

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Main Authors: Er, Jolene, Lim, Andrea Rei En, Wong, Ying Ying, Ho, Yvette Yeng Yeng
Other Authors: Kay (Hye Kyung) Kim
Format: Final Year Project
Language:English
Published: Nanyang Technological University 2023
Subjects:
Online Access:https://hdl.handle.net/10356/165287
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Institution: Nanyang Technological University
Language: English
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spelling sg-ntu-dr.10356-1652872023-03-26T15:33:55Z Don't Puff, Pal Er, Jolene Lim, Andrea Rei En Wong, Ying Ying Ho, Yvette Yeng Yeng Kay (Hye Kyung) Kim Wee Kim Wee School of Communication and Information HKKim@ntu.edu.sg Social sciences::Communication::Promotional communication::Communication campaigns Social sciences::Communication::Promotional communication::Integrated marketing communications Don’t Puff, Pal is a youth-centric health communication campaign aimed at raising awareness about the harmful health effects of vaping among university students aged 21 to 27 years old. It was aimed at increasing their willingness to share about the harmful effects of vaping with peers, in order to shape negative perceptions and social norms around vaping in Singapore. E-cigarettes, also commonly known as vapes, have been increasingly popularised in recent years, especially among the younger Singaporeans. Despite the ban in Singapore, almost 5,000 users were caught purchasing, using or possessing vapes in 2021, with the numbers spiking prominently during the COVID-19 pandemic. Recognising the significant impact of peer influence on youths, the campaign sought to use peer pressure for good and empower university students with the necessary knowledge they can share with their fellow peers. Guided by the Theory of Planned Behaviour (TPB), the campaign employed a comprehensive approach which consisted of posting trendy and relatable social content such as short-form videos and shareable bite-sized infographics. The campaign culminated with an on-ground campus roadshow to interact with our audience. This paper seeks to examine the underlying factors motivating vape usage among local youths and vape-related information sharing, using the three constructs of the TPB as a guiding framework. The paper also delves into the post-campaign evaluation of impact and output objectives, limitations and future recommendations. Bachelor of Communication Studies 2023-03-23T01:41:13Z 2023-03-23T01:41:13Z 2023 Final Year Project (FYP) Er, J., Lim, A. R. E., Wong, Y. Y. & Ho, Y. Y. Y. (2023). Don't Puff, Pal. Final Year Project (FYP), Nanyang Technological University, Singapore. https://hdl.handle.net/10356/165287 https://hdl.handle.net/10356/165287 en CS/22/026 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::Promotional communication::Communication campaigns
Social sciences::Communication::Promotional communication::Integrated marketing communications
spellingShingle Social sciences::Communication::Promotional communication::Communication campaigns
Social sciences::Communication::Promotional communication::Integrated marketing communications
Er, Jolene
Lim, Andrea Rei En
Wong, Ying Ying
Ho, Yvette Yeng Yeng
Don't Puff, Pal
description Don’t Puff, Pal is a youth-centric health communication campaign aimed at raising awareness about the harmful health effects of vaping among university students aged 21 to 27 years old. It was aimed at increasing their willingness to share about the harmful effects of vaping with peers, in order to shape negative perceptions and social norms around vaping in Singapore. E-cigarettes, also commonly known as vapes, have been increasingly popularised in recent years, especially among the younger Singaporeans. Despite the ban in Singapore, almost 5,000 users were caught purchasing, using or possessing vapes in 2021, with the numbers spiking prominently during the COVID-19 pandemic. Recognising the significant impact of peer influence on youths, the campaign sought to use peer pressure for good and empower university students with the necessary knowledge they can share with their fellow peers. Guided by the Theory of Planned Behaviour (TPB), the campaign employed a comprehensive approach which consisted of posting trendy and relatable social content such as short-form videos and shareable bite-sized infographics. The campaign culminated with an on-ground campus roadshow to interact with our audience. This paper seeks to examine the underlying factors motivating vape usage among local youths and vape-related information sharing, using the three constructs of the TPB as a guiding framework. The paper also delves into the post-campaign evaluation of impact and output objectives, limitations and future recommendations.
author2 Kay (Hye Kyung) Kim
author_facet Kay (Hye Kyung) Kim
Er, Jolene
Lim, Andrea Rei En
Wong, Ying Ying
Ho, Yvette Yeng Yeng
format Final Year Project
author Er, Jolene
Lim, Andrea Rei En
Wong, Ying Ying
Ho, Yvette Yeng Yeng
author_sort Er, Jolene
title Don't Puff, Pal
title_short Don't Puff, Pal
title_full Don't Puff, Pal
title_fullStr Don't Puff, Pal
title_full_unstemmed Don't Puff, Pal
title_sort don't puff, pal
publisher Nanyang Technological University
publishDate 2023
url https://hdl.handle.net/10356/165287
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