Give blood a chance : a blood donationa campaign for first-time donors
Give Blood A Chance is a strategic communications campaign undertaken by three finalyear students from the Wee Kim Wee School of Communication and Information at Nanyang Technological University. It is the first ever student-led campaign that aims to get youth to donate blood for the first...
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| Main Authors: | , , |
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| Other Authors: | |
| Format: | Final Year Project |
| Language: | English |
| Published: |
2014
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/60026 |
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| Institution: | Nanyang Technological University |
| Language: | English |
| Summary: | Give Blood A Chance is a strategic communications campaign undertaken by three finalyear
students from the Wee Kim Wee School of Communication and Information at Nanyang
Technological University. It is the first ever student-led campaign that aims to get youth to donate
blood for the first time.
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Targeted at youth, the objectives of the campaign are to raise awareness of blood donation in
Singapore and to get them to donate blood for the first time. This paper presents a summary of the
primary and secondary research that guided the development of the key campaign strategies. It
outlines the creative execution of the communication tactics, and presents a holistic evaluation of
the campaign’s overall effectiveness. After which, it includes the discussion of pre- and postcampaign
survey results, metrics from both online and offline publicity initiatives, as well as an
analysis of media coverage. |
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