Effectiveness of the Singapore family values campaign: an evaluation study.

• Main Author: Wee, Jennifer Mei Ling.
• Other Authors: Lee, Chun Wah
• Format: Theses and Dissertations
• Published: 2008
• Subjects: DRNTU::Social sciences::Communication::Promotional communication::Communication campaigns
• Online Access: http://hdl.handle.net/10356/2046
• Institution: Nanyang Technological University

It has been seven years since the Ministry of Community Development and Sports launched the Singapore Family Values campaign. No proper evaluation, however, has been done on the campaign. This paper seeks to examine the effectiveness of the campaign by examining its campaign design, strategy and exe...