Screensavers : for healthier digital kids

This paper presents Screensavers, a public information campaign to nurture healthier digital kids, initiated by three final year students from Wee Kim Wee School of Communication and Information, Nanyang Technological University. Through reaching out to the primary target audience, parents with prim...

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Main Authors: Tan, Marlene Yiting, Pek, Charis Kai Le, Ng, Pin Li
Other Authors: Shin Wonsun
Format: Final Year Project
Language:English
Published: 2014
Subjects:
Online Access:http://hdl.handle.net/10356/59853
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Institution: Nanyang Technological University
Language: English
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spelling sg-ntu-dr.10356-598532019-12-10T11:03:26Z Screensavers : for healthier digital kids Tan, Marlene Yiting Pek, Charis Kai Le Ng, Pin Li Shin Wonsun Wee Kim Wee School of Communication and Information Yeoh Kok Cheow DRNTU::Social sciences::Communication::Promotional communication This paper presents Screensavers, a public information campaign to nurture healthier digital kids, initiated by three final year students from Wee Kim Wee School of Communication and Information, Nanyang Technological University. Through reaching out to the primary target audience, parents with primary school children aged 6 to 12, and the secondary target audience, children aged 6 to 12 themselves, the campaign aims to educate its target audiences on effectively managing digital technology use. The paper summarises primary and secondary research, which shaped the campaign’s messaging, strategies and tactics. In addition to the study of present literature, expert interviews, focus groups and a survey study were conducted. Focus was placed on children’s digital habits, parents’ mediation of their children’s use of digital technology, and current efforts to managing digital technology use, both locally and globally. As a result of the research conducted, the campaign’s key message and Screen Tips, with an emphasis on child’s well-being, were conceived. Campaign outreach activities were formulated to convey the key messages of the campaign, particularly through active community engagement, with a focus on parent-child learning. Both online and offline platforms were utilized, to expand reach to the target audience. The paper concludes with an evaluation of the campaign through a post- campaign survey, metrics from campaign activities, analysis of media coverage and appraisals from stakeholders. Future opportunities for continuation of the campaign through a self-sustaining model are also highlighted. Campaign collaterals, photos of the campaign’s outreach activities, as well as tables, and lists detailing the campaign’s execution, can be found in the appendices. Bachelor of Communication Studies 2014-05-16T01:49:58Z 2014-05-16T01:49:58Z 2014 2014 Final Year Project (FYP) http://hdl.handle.net/10356/59853 en Nanyang Technological University 375 p. application/pdf
institution Nanyang Technological University
building NTU Library
country Singapore
collection DR-NTU
language English
topic DRNTU::Social sciences::Communication::Promotional communication
spellingShingle DRNTU::Social sciences::Communication::Promotional communication
Tan, Marlene Yiting
Pek, Charis Kai Le
Ng, Pin Li
Screensavers : for healthier digital kids
description This paper presents Screensavers, a public information campaign to nurture healthier digital kids, initiated by three final year students from Wee Kim Wee School of Communication and Information, Nanyang Technological University. Through reaching out to the primary target audience, parents with primary school children aged 6 to 12, and the secondary target audience, children aged 6 to 12 themselves, the campaign aims to educate its target audiences on effectively managing digital technology use. The paper summarises primary and secondary research, which shaped the campaign’s messaging, strategies and tactics. In addition to the study of present literature, expert interviews, focus groups and a survey study were conducted. Focus was placed on children’s digital habits, parents’ mediation of their children’s use of digital technology, and current efforts to managing digital technology use, both locally and globally. As a result of the research conducted, the campaign’s key message and Screen Tips, with an emphasis on child’s well-being, were conceived. Campaign outreach activities were formulated to convey the key messages of the campaign, particularly through active community engagement, with a focus on parent-child learning. Both online and offline platforms were utilized, to expand reach to the target audience. The paper concludes with an evaluation of the campaign through a post- campaign survey, metrics from campaign activities, analysis of media coverage and appraisals from stakeholders. Future opportunities for continuation of the campaign through a self-sustaining model are also highlighted. Campaign collaterals, photos of the campaign’s outreach activities, as well as tables, and lists detailing the campaign’s execution, can be found in the appendices.
author2 Shin Wonsun
author_facet Shin Wonsun
Tan, Marlene Yiting
Pek, Charis Kai Le
Ng, Pin Li
format Final Year Project
author Tan, Marlene Yiting
Pek, Charis Kai Le
Ng, Pin Li
author_sort Tan, Marlene Yiting
title Screensavers : for healthier digital kids
title_short Screensavers : for healthier digital kids
title_full Screensavers : for healthier digital kids
title_fullStr Screensavers : for healthier digital kids
title_full_unstemmed Screensavers : for healthier digital kids
title_sort screensavers : for healthier digital kids
publishDate 2014
url http://hdl.handle.net/10356/59853
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