The ride etiquette

• Main Authors: Atheena Amira Samsuri, Fadzeera Mohamad Fadzully, Soe, Cynthia Thiri Swe, Lim, Woan
• Other Authors: Lee Chun Wah
• Format: Final Year Project
• Language: English
• Published: 2014
• Subjects: DRNTU::Social sciences::Communication::Promotional communication::Communication campaigns
• Online Access: http://hdl.handle.net/10356/59669
• Institution: Nanyang Technological University

The Ride Etiquette (TRE) is the first student-led strategic communications campaign in Singapore to address public transport etiquette. It is organised by four final year students from the Wee Kim Wee School of Communication and Information in Nanyang Technological University. Targeted at youths aged 18 to 35, TRE weaves humour and creative visuals to raise awareness on poor transport etiquette and in turn, encourage positive behaviour on public vehicles. It strives to stray from typical courtesy campaigns by moving efforts away from print, and towards interactive platforms online and on-ground. This paper first condenses the formative and secondary research that assisted in the development of the fundamental campaign strategies. It then details the execution process and presents an evaluation of the campaign’s tactics and effectiveness. Accompanying this paper is an appendix that supplements the central body of the paper with original research data and campaign collateral.