Persuading a nation to be socially responsible : the impact of the SARS campaign in Singapore.

• Main Author: Pong, Yin Leng.
• Other Authors: Karan, Kavita
• Format: Theses and Dissertations
• Published: 2008
• Subjects: DRNTU::Social sciences::Communication::Promotional communication::Communication campaigns; DRNTU::Social sciences::Communication::Public opinion
• Online Access: http://hdl.handle.net/10356/1675
• Institution: Nanyang Technological University

Communication, whether mass-mediated or interpersonal, is the primary force that fuels health education (Kreps & Thornton, 1992). It is the process through which relevant health information in conveyed to the audience to direct them to adopt health-promoting or disease prevention behaviours. This study examines the extent to which Severe Acute Respiratory Syndrome (SARS) Campaign in Singapore had an impact in creating awareness of the disease and inculcating the fact that everyone has a part to play in the prevention and control of infectious diseases such as SARS. It examines the integrated efforts made by the Singapore government in controlling the spread of disease and whether the campaign had successfully changed attitudes and behaviours and persuaded the nation to adopt better health practices, assume greater social responsibility and personal hygiene.