The silver yarn project : campaign to promote intergenerational bonding between youths and grandparents

• Main Authors: Choong, Alan Jia Tang, Koh, Regina Ai Li, Teo, Nicholas Yong Kwang, Wan, Sarah Yue Ying
• Other Authors: Lee Chun Wah
• Format: Final Year Project
• Language: English
• Published: 2013
• Subjects: DRNTU::Social sciences::Communication::Promotional communication::Communication campaigns
• Online Access: http://hdl.handle.net/10356/52815
• Institution: Nanyang Technological University

This paper presents the communication campaign “The Silver Yarn Project”, a movement to promote intergenerational bonding between youths and their grandparents by four final-year students from the Wee Kim Wee School of Communication and Information, Nanyang Technological University. Targeted at youths aged 19 to 26, the project employs the theme of storytelling to encourage youths to forge stronger bonds with their grandparents or elderly persons in their lives. The campaign is broken down into three key phases, employing the use of popular social media tools, physical outreach at universities and an outdoor event. Post campaign sustainability efforts to give the project longevity are also discussed. This paper includes a summary of the primary and secondary research methods that shaped the campaign strategies. It also covers the creation of the communication plans, campaign tactics and its creative execution. An extensive evaluation of the campaign’s overall effectiveness is also discussed, and evaluation includes pre- and post-campaign surveys, metrics from both online physical publicity efforts and an analysis of media coverage. The report will round off with an assessment of limitations and recommendations for the campaign. The appendix supplements the main text with original documents, collateral designs, detailed tables and charts.