Fashion Reset: Ctrl + Alt + Del: a communication campaign aimed at raising awareness, improving sentiment and driving adoption of sustainable fashion among Nanyang Technological University students

This paper presents Fashion Reset: Ctrl + Alt + Del, a communication campaign aimed at raising awareness, improving sentiment and driving adoption of sustainable fashion (SF) habits among female Nanyang Technological University (NTU) students aged 19 to 25. Despite the trending topic of SF, the lack...

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Main Authors: Chan, Anna Kai An, Chang, Joelle Hui Wen, Tan, Jill Jing Wen, Tan, Tricia Juin Ya
Other Authors: -
Format: Final Year Project
Language:English
Published: Nanyang Technological University 2023
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Online Access:https://hdl.handle.net/10356/165307
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Institution: Nanyang Technological University
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spelling sg-ntu-dr.10356-1653072023-03-26T15:36:23Z Fashion Reset: Ctrl + Alt + Del: a communication campaign aimed at raising awareness, improving sentiment and driving adoption of sustainable fashion among Nanyang Technological University students Chan, Anna Kai An Chang, Joelle Hui Wen Tan, Jill Jing Wen Tan, Tricia Juin Ya - Wee Kim Wee School of Communication and Information Ferdinand de Bakker Huan Su Minn Amanda fdebakker@ntu.edu.sg, isahuan@ntu.edu.sg Social sciences::Communication This paper presents Fashion Reset: Ctrl + Alt + Del, a communication campaign aimed at raising awareness, improving sentiment and driving adoption of sustainable fashion (SF) habits among female Nanyang Technological University (NTU) students aged 19 to 25. Despite the trending topic of SF, the lack of action taken to alleviate issues on sustainability despite prior intentions to do so, has been a problem identified among members of Gen Z globally. This lack of action will continue to harm the environment unless we bridge this gap and inspire adoption of SF habits. Our campaign focused on promoting six SF options that lengthen the lifespan of the products and minimise fashion and textile waste. These options include buying second-hand clothes, thrift shopping, mending or repairing clothes, repurposing or upcycling clothes, clothes swapping and clothes rental. In three months, we managed to meet our objectives in increasing awareness of and engagement with these SF options. However, we were less successful in meeting our attitudinal objectives of increasing the percentage of our target audience (TA) who have confidence in and have intention to engage in SF options, which we will discuss in this paper. We developed a pilot campaign introducing an experiential take on SF options through multiple physical events on campus. In addition, we used Instagram (IG) and TikTok to educate our TA on SF, and to promote our campaign online. This paper will cover the formative research, objectives, and strategy development, as well as campaign tactics, implementation, post-campaign research and the campaign’s impact. Bachelor of Communication Studies 2023-03-23T07:17:10Z 2023-03-23T07:17:10Z 2023 Final Year Project (FYP) Chan, A. K. A., Chang, J. H. W., Tan, J. J. W. & Tan, T. J. Y. (2023). Fashion Reset: Ctrl + Alt + Del: a communication campaign aimed at raising awareness, improving sentiment and driving adoption of sustainable fashion among Nanyang Technological University students. Final Year Project (FYP), Nanyang Technological University, Singapore. https://hdl.handle.net/10356/165307 https://hdl.handle.net/10356/165307 en CS/22/020 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
spellingShingle Social sciences::Communication
Chan, Anna Kai An
Chang, Joelle Hui Wen
Tan, Jill Jing Wen
Tan, Tricia Juin Ya
Fashion Reset: Ctrl + Alt + Del: a communication campaign aimed at raising awareness, improving sentiment and driving adoption of sustainable fashion among Nanyang Technological University students
description This paper presents Fashion Reset: Ctrl + Alt + Del, a communication campaign aimed at raising awareness, improving sentiment and driving adoption of sustainable fashion (SF) habits among female Nanyang Technological University (NTU) students aged 19 to 25. Despite the trending topic of SF, the lack of action taken to alleviate issues on sustainability despite prior intentions to do so, has been a problem identified among members of Gen Z globally. This lack of action will continue to harm the environment unless we bridge this gap and inspire adoption of SF habits. Our campaign focused on promoting six SF options that lengthen the lifespan of the products and minimise fashion and textile waste. These options include buying second-hand clothes, thrift shopping, mending or repairing clothes, repurposing or upcycling clothes, clothes swapping and clothes rental. In three months, we managed to meet our objectives in increasing awareness of and engagement with these SF options. However, we were less successful in meeting our attitudinal objectives of increasing the percentage of our target audience (TA) who have confidence in and have intention to engage in SF options, which we will discuss in this paper. We developed a pilot campaign introducing an experiential take on SF options through multiple physical events on campus. In addition, we used Instagram (IG) and TikTok to educate our TA on SF, and to promote our campaign online. This paper will cover the formative research, objectives, and strategy development, as well as campaign tactics, implementation, post-campaign research and the campaign’s impact.
author2 -
author_facet -
Chan, Anna Kai An
Chang, Joelle Hui Wen
Tan, Jill Jing Wen
Tan, Tricia Juin Ya
format Final Year Project
author Chan, Anna Kai An
Chang, Joelle Hui Wen
Tan, Jill Jing Wen
Tan, Tricia Juin Ya
author_sort Chan, Anna Kai An
title Fashion Reset: Ctrl + Alt + Del: a communication campaign aimed at raising awareness, improving sentiment and driving adoption of sustainable fashion among Nanyang Technological University students
title_short Fashion Reset: Ctrl + Alt + Del: a communication campaign aimed at raising awareness, improving sentiment and driving adoption of sustainable fashion among Nanyang Technological University students
title_full Fashion Reset: Ctrl + Alt + Del: a communication campaign aimed at raising awareness, improving sentiment and driving adoption of sustainable fashion among Nanyang Technological University students
title_fullStr Fashion Reset: Ctrl + Alt + Del: a communication campaign aimed at raising awareness, improving sentiment and driving adoption of sustainable fashion among Nanyang Technological University students
title_full_unstemmed Fashion Reset: Ctrl + Alt + Del: a communication campaign aimed at raising awareness, improving sentiment and driving adoption of sustainable fashion among Nanyang Technological University students
title_sort fashion reset: ctrl + alt + del: a communication campaign aimed at raising awareness, improving sentiment and driving adoption of sustainable fashion among nanyang technological university students
publisher Nanyang Technological University
publishDate 2023
url https://hdl.handle.net/10356/165307
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