Live it up without drinking up! ladies night out! 2012.

Live it up without drinking up! ladies night out! 2012.

This paper presents the “Ladies Night Out! 2012” (LNO) project, a responsible drinking health campaign undertaken by four final year undergraduates from the Nanyang Technological University Wee Kim Wee School of Communication and Information. This campaign is primarily targeted to reach female youth...

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Bibliographic Details
Main Authors: Koh, Carina Fang Ting., Koh, Clarice Jingping., Kwok, Denise Pei Wen., Tan, Angeline.
Other Authors: Wee Kim Wee School of Communication and Information
Format: Final Year Project
Language:English
Published: 2012
Subjects:
DRNTU::Social sciences::Mass media
DRNTU::Social sciences::Communication::Communication theories and models
DRNTU::Social sciences::Communication::Promotional communication::Communication campaigns
Online Access:http://hdl.handle.net/10356/49017
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Institution: Nanyang Technological University
Language: English
Description
Summary:This paper presents the “Ladies Night Out! 2012” (LNO) project, a responsible drinking health campaign undertaken by four final year undergraduates from the Nanyang Technological University Wee Kim Wee School of Communication and Information. This campaign is primarily targeted to reach female youths in Singapore, aged 18-25 years old. LNO aims to build a larger community of responsible and aware drinkers. This report covers LNO campaign plans and key strategies used. Post-campaign evaluation provides an insight to the effectiveness of the campaign, and the campaign’s future directions are explored.

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