Rise & shine breakfast campaign.

• Main Authors: Low, Hee Ann., Quek, Hui Ying., Tan, Wei Yuan., Ng, Wilson Kok Jung.
• Other Authors: Wee Kim Wee School of Communication and Information
• Format: Final Year Project
• Language: English
• Published: 2013
• Subjects: DRNTU::Social sciences::Communication::Communication theories and models
• Online Access: http://hdl.handle.net/10356/52481
• Institution: Nanyang Technological University

This paper presents a health communication campaign, Rise & Shine Breakfast Campaign, an initiative led by four final year students at the Nanyang Technological University Wee Kim Wee School of Communication and Information. The campaign aimed to get parents to prepare a healthy daily breakfast for their children through raising awareness of its importance and benefits, educating them on what constitutes a healthy breakfast and to commit to provide one for their children on a daily basis. Parents with children aged 4 to 12 were the campaign’s primary target audience group; children aged 4 to 12 were the secondary target audience. To achieve the campaign’s goals, the team engaged in thorough formative research, which provided an assessment of the global environment through secondary research, as well as primary research insights on the local scene using a quantitative pre-campaign survey and qualitative focus groups. This report elucidates how the campaign reached out to its target audience using a combination of offline on-the-ground strategies and online engagements. Campaign communication strategies, tactics and resourceful execution of the campaign are elaborated in the report. The campaign’s overall effectiveness was evaluated using both quantitative and qualitative criteria, including a post-campaign survey, analysis of media coverage and metrics from on-the-ground and online communication efforts. The report concludes with a self assessment of the team’s efforts and explores recommendations for future extensions of the campaign. Documents detailing original documents, campaign collaterals and comprehensive diagrams can be found in the supplementing appendices.