The TAPtalk project : harnessing new media to enhance parent-teen communication.

• Main Authors: Lim, Xiang Yun., Tan, Jia Yi., Sim, Florence Kai Li., Tan, Esther Mui Huan.
• Other Authors: Wee Kim Wee School of Communication and Information
• Format: Final Year Project
• Language: English
• Published: 2013
• Subjects: DRNTU::Social sciences
• Online Access: http://hdl.handle.net/10356/52932
• Institution: Nanyang Technological University

This paper presents the communication campaign, The TAPtalk Project, or simply TAPtalk, an initiative to harness new media in enhancing parent-teen communication by four final year students from Nanyang Technological University (NTU) Wee Kim Wee School of Communication and Information. Targeted at both parents of teenagers and teenagers aged 13-19, the campaign aims to encourage target publics to adopt new media as a beneficial tool in their mutual communication. This involved the development of a unique online forum for both parents and teenagers that allowed them to interact in an anonymous and communal setting. The launch of this online forum was a key component in a synergy of online and offline strategies used to engage target publics, with the ultimate goal of enhancing their communication. The fulfillment of these objectives required pre-requisites of research, publicity, event planning and execution, and evaluation, which form the components of a strategic public communications campaign. This report incorporates a summary of the primary and secondary research that shaped key campaign strategies. An outline of the creative planning and execution of the communication tactics, along with the difficulties and triumphs met is also included. Lastly, a reflection of the team’s learning journey includes both an extensive evaluation of the campaign based on both quantitative and qualitative measures, and the future recommendations for the campaign and the online forum.