#SUPERKIND: a communications campaign to combat cyberbullying among adolescents aged 13 to 18 in Singapore

• Main Authors: Ching, Shannon You Heng, Chan, Ethan Wei, Koh, Ashley Rei Min, Soh, Vanessa Khim
• Other Authors: Edmund Lee Wei Jian
• Format: Final Year Project
• Language: English
• Published: Nanyang Technological University 2024
• Subjects: Social Sciences; Cyber-kindness; Cyberbullying; Cyber-wellness; Adolescents; Singapore
• Online Access: https://hdl.handle.net/10356/174434
• Institution: Nanyang Technological University

From 16 December 2023 to 28 March 2024, the #SUPERKIND communications campaign aimed to promote cyber-kindness among adolescents aged 13 to 18 to combat cyberbullying. With increased access to technology, cyberbullying has become a widespread issue in Singapore. To tackle this, governmental and non-governmental organisations have implemented various anti-cyberbullying initiatives. However, they primarily take on a macro-level approach, using the broad concept of promoting cyber-wellness that encompasses a spectrum of dimensions. One such dimension is cyber-kindness, with research showing that it has a strong potential in addressing cyberbullying. Thus, our team decided to make cyber-kindness the focus of #SUPERKIND, differentiating itself from existing campaigns. #SUPERKIND positioned cyber-kindness as not only the morally right thing to do but also a socially desirable behaviour. Through a ‘Share’, ‘Support’, and ‘Sustain’ approach, the campaign sought to increase adolescents’ knowledge, positive attitudes and behavioural engagement of cyber-kindness in the long term. To achieve these goals, our team used both online and offline channels, as seen through the curated #SUPERKIND Aura quiz, social media, and roadshows. Over three months, #SUPERKIND achieved most of its impact and output objectives, generating a reach of 90,503 across our digital channels, $71,830 in earned media mentions with $215,490 in PR value, and attracting 886 attendees at our #SUPERKIND Roadshow. This paper concludes by addressing the strengths and weaknesses of the campaign, providing suggestions, and detailing plans for future sustainability efforts.