Look, ma - a public communication campaign to encourage parents to spend more time listening to their children.

• Main Authors: Chua, Costa Daniel Ming Wei., Lau, Kelly., Gu, Fenghui.
• Other Authors: Wee Kim Wee School of Communication and Information
• Format: Final Year Project
• Language: English
• Published: 2013
• Subjects: DRNTU::Business::Marketing::Communication; DRNTU::Business::Marketing; DRNTU::Social sciences::Education
• Online Access: http://hdl.handle.net/10356/52520
• Institution: Nanyang Technological University

This paper presents the L o o k , Ma campaign, a student-led applied research and campaign by a team of three students from Wee Kim Wee School of Communication and Information, Nanyang Technological University. The team’s public promotional campaign aimed to promote awareness among parents with children 0-10 years old about the importance of playtime and a self-created childhood in the lives of children. This paper details the first ever research conducted, in partnership with AECES and NIE, on children in Singapore to uncover their understanding of childhood. This pioneer research project seeks to pave the way for future research conducted on children in Singapore. This paper also details the entire campaign process - from its conception to the various sponsorship pitches. In addition, this paper would justify how the dual approach of applied research and campaign strategies were employed to meet the objectives of the campaign. This paper concludes with an evaluation of the campaign’s performance and demonstrates how the campaign has already developed into a sustainable initiative.