Her juggling act : a working woman's dilemma

• Main Authors: Chan, Carol Yan Ru, Jiang, Germaine Yun Shuang, Quee, Samantha Jie Ying, Tan, Ying Han
• Other Authors: Lee Chun Wah
• Format: Final Year Project
• Language: English
• Published: 2012
• Subjects: DRNTU::Social sciences::Communication::Promotional communication::Communication campaigns
• Online Access: http://hdl.handle.net/10356/49014
• Institution: Nanyang Technological University

This report will detail on an initiative to promote awareness for the lack of work-life balance of working women in Singapore. The campaign was conceptualized and executed to raise the awareness of the struggles and difficulties working women in Singapore face today. Through the celebration of women’s contributions and achievements, we will also highlight further efforts that should be taken for women to move towards a healthier juggle between work and life, as well as to provide inspiration for young women who have yet to enter the workforce. With International Women’s Day celebrated annually in the month of March, the campaign’s main event, ILoveFit 2012, takes place on 24th and 25th March, in commemoration of International Women’s Day through sports and fitness. The report will describe the efforts made in formative research for the planning of this project, the objectives, targeted audiences, communication methods, and campaign programming. Details of each event and the timeline of the 3-month long campaign are also included. A pre-event survey was conducted to gather feedback and sentiments with regards to both the campaign and the topic of awareness. The media coverage and interest were also tabulated. A post campaign evaluation survey was executed to gauge the campaign’s effectiveness and outreach. Lastly, recommendations will be made to ensure the continuity of the campaign. Her Juggling Act was adopted by People’s Association Women’s Integrated Network Council for future International Women’s Day events and activities.