Not a keyboard warrior campaign

• Main Authors: Eng, Dawn Jing Ci, Chow, Aiyan, Phneah, Jeraldine Jialin, Kwang, Shu Wen
• Other Authors: Wee Kim Wee School of Communication and Information
• Format: Final Year Project
• Language: English
• Published: 2014
• Subjects: DRNTU::Social sciences::Communication::Communication theories and models; DRNTU::Social sciences::Mass media::Media effects; DRNTU::Social sciences::Mass media; DRNTU::Social sciences::Communication::Visual communication; DRNTU::Social sciences::Communication::Promotional communication::Communication campaigns; DRNTU::Social sciences::Communication::Promotional communication::Integrated marketing communications; DRNTU::Social sciences::Communication::Promotional communication
• Online Access: http://hdl.handle.net/10356/59839
• Institution: Nanyang Technological University

This paper presents the collaboration between four students of Nanyang Technological University Wee Kim Wee School of Communication and Information and Harley-Davidson of Singapore to combat cyber-aggression among youths (aged 19-25) in Singapore. Not A Keyboard Warrior is a campaign which aims to educate young people on the perils of inappropriate Internet behavior, as well as debunk the practice of cyber aggression as a social norm. The report provides an insight into the campaign’s development, from idea conception to execution, and on to the final evaluation. To achieve the campaign’s goals, the team engaged in thorough formative research and took into account population trends and patterns that result in cyber-aggression. This campaign also elucidates how the strategic campaign initiatives used to foster reflection and stimulate discussion on the issue. The campaign’s effectiveness is then assessed through qualitative and quantitative evaluation of media coverage and target audience’s level of engagement. Finally, the campaign’s limitations are discussed and recommendations for future campaigns that seek to reach out to other social groups beyond youths.