The Singaporean fairytale : a fertility education campaign to educate Singaporean young adults on the importance of understanding their fertility health.

• Main Authors: Chan, Luo Er., Quek, Joanne., Wang, Wilson Liang Yau., Chung, Hannah Ai Rong.
• 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/10356/52936
• Institution: Nanyang Technological University

This paper presents “The Singaporean Fairytale”, a fertility awareness and education public communication campaign by four final year students from the Wee Kim Wee School of Communication and Information. Aimed at young adults aged 21- 30, the campaign hopes to empower them with fertility knowledge to help them make more informed decisions towards future family planning. The creative concept of using fairytales gives the campaign a holistic approach where related issues such as marriage, family and personal choices are discussed. The report includes a summary of research that shaped the strategy, detailed presentation of the execution and evaluation of the overall outcome.