Binge is baad

• Main Authors: Kuah, Emmanuel Kai, Ooi, Jeannette Zheng Qi, Tan, Natsuki, Teo, Alvin Wei Jie
• Other Authors: Chen Lou
• Format: Final Year Project
• Language: English
• Published: Nanyang Technological University 2024
• Subjects: Social Sciences
• Online Access: https://hdl.handle.net/10356/174470
• Institution: Nanyang Technological University

Binge is Baad is a communications campaign that aims to combat rising binge drinking cases among Singaporean youths aged 18 to 35 years by employing the Theory of Planned Behaviour (TPB) to drive its message of responsible drinking. Recognising the potential influence of peer pressure on drinking habits, the campaign conducted thorough formative research through expert interviews, focus group discussions, and a pre-campaign survey involving 244 participants. This research phase identified crucial behavioural drivers and barriers, shaping the campaign's objectives to increase knowledge of the definition of binge drinking and improve Perceived Behavioural Control in resisting binge drinking. Leveraging humour and relatability, the team executed an integrated communications strategy, achieving significant digital presence and community engagement. The campaign's inventive use of a black sheep mascot, Bryan Baa, symbolised the courage to stand against peer pressure, resonating well with the target audience. Over three months, the campaign garnered over 70,000 social media impressions and engaged directly with over 420 of its followers across Instagram and TikTok combined. Post-campaign data indicate a 67.32% increase in the target audience's knowledge of binge drinking, a 33.32% improvement in behavioural intention to drink responsibly and a 14.08% decrease in actual behaviour of alcohol consumption. This report encapsulates Binge is Baad’s campaign's development, execution, and output analysis, detailing how strategic, data-driven communication can effectuate behavioural change among youths. By fostering a nuanced understanding of binge drinking and offering appealing alternatives through humour, the campaign sets a benchmark for future responsible drinking initiatives.