Put it on friend mode campaign

• Main Authors: Chan, Jing Hao, Chua, Malvin Kim Han, Lee, Yumei, Tan, Jonathan Chun Kiat
• Other Authors: Wee Kim Wee School of Communication and Information
• Format: Final Year Project
• Language: English
• Published: 2014
• Subjects: DRNTU::Social sciences::Communication::Promotional communication
• Online Access: http://hdl.handle.net/10356/59852
• Institution: Nanyang Technological University

Put It On Friend Mode is a social movement to remind youths of the importance of connecting face-to-face with their friends and loved ones without the distractions of their mobile phones. The campaign, organised by four final year students of the Wee Kim Wee School of Communication and Information at Nanyang Technological University, aims to encourage youths to place their phones on Friend Mode in a face-down position while in a social setting. The campaign is targeted at young people aged 17 to 25, an age group that is particularly susceptible to their draw of mobile technology and its benefits. New media was harnessed primarily in spreading its message through multiple online platforms, while offline efforts extended its reach at various strategic on-ground activations. The campaign is also the first of its kind to partner 17 Food & Beverages (F&B) businesses in Singapore for a nation-wide movement, Friend Mode Day, to rally youths to commit towards pro-social mobile phone use. This report provides insights to the primary and secondary research that formed the backbone of the campaign’s strategies, and details the creative plans and tactics that were birthed from this understanding. A detailed analysis was conducted to highlight both the challenges and the triumphs experienced by the team, and impact and output objectives were studied to evaluate the success of the campaign. Finally, limitations were discussed and recommendations were made for the possibility of the campaign being brought forward into future years. This paper also includes original documents, collaterals and diagrams in the appendices for further reference.