Simmons good in bed : a health communication campaign seeking to educate youth in Singapore on junk sleep in collaboration with Simmons (SEA) Pte Ltd.

• Main Authors: Ho, Ying Yi., Lum, Dawn Aiyi., Nur Raihana Muhammad Razali., Choy, Siew Woon.
• Other Authors: Lee Chun Wah
• Format: Final Year Project
• Language: English
• Published: 2010
• Subjects: DRNTU::Social sciences::Communication::Promotional communication::Communication campaigns
• Online Access: http://hdl.handle.net/10356/38646
• Institution: Nanyang Technological University

This paper presents the “Simmons Good in Bed” health communications campaign, a strategic collaboration between four final year students from Nanyang Technological University Wee Kim Wee School of Communication and leading bedding company, Simmons (SEA) Pte Ltd. The campaign set out to raise awareness of Junk Sleep amongst undergraduates aged 18-24 from three public universities in Singapore. The report outlines conclusive research which guided our marketing approach, communication plans and key strategies. The report also includes an extensive evaluation of the campaign’s performance and effectiveness.