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

• 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
• Institution: Nanyang Technological University

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.