Beyond the post: little people, big feelings: a communication campaign for millennial parents to safeguard the online privacy and safety of children aged 0 to 6 through Mindful Sharenting

• Main Authors: Tee, Leah Rachael En Lin, Hanisah Binte Rashid, Tang, Sabrina Olivia Wai Pheng, Wong, Amanda Wen Ting
• Other Authors: Wong Pei Wen
• Format: Final Year Project
• Language: English
• Published: Nanyang Technological University 2023
• Subjects: Social sciences::Communication
• Online Access: https://hdl.handle.net/10356/165334
• Institution: Nanyang Technological University

This report presents Beyond The Post, Singapore’s first student-led communications campaign that seeks to advocate for the best interests of children in an era of sharenting, where children's lives are regularly documented on social media from birth. Based on our formative research, and supported by the Knowledge-Attitude-Behaviour framework and the Risk Perception Attitude framework, we conceptualised our campaign’s big idea – to safeguard a child’s online privacy and safety by encouraging parents to practise mindful sharenting. As a digital-first campaign, we conducted our social media outreach from November 2022 to March 2023, creating posts on Instagram and Facebook to raise awareness about the implications of sharenting among millennial parents with a child between the ages of 0 to 6, and better equip them with the knowledge to sharent more mindfully. We curated practical resources such as a free sharenting e-resource booklet to kickstart their mindful sharenting journey. To increase effectiveness and relevance, we also hosted two educational webinars with key industry leaders in the local parenting and media literacy space to engage with parents about the sharenting landscape in Singapore. Overall, we garnered 548 followers across all platforms, 311 total webinar attendees, 288 e-resource booklet downloads and 153 pledges. Parents exposed to the campaign reported an increase in levels of knowledge, attitudes and efficacy beliefs toward mindful sharenting. With this, Beyond The Post was able to successfully contribute to the local sharenting conversation and provide comprehensive insights, recommendations and resources as part of Singapore’s pilot sharenting-focused campaign.