The next stop campaign

• Main Authors: Chan, Long Teng, Ho, Agnes Seok Kian, Choy, Shawn Zikai, Quek, Vinnie Chwee Lin
• 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/10356/60097
• Institution: Nanyang Technological University

This report presents The Next Stop, a social campaign to help emerging adults navigate the quarter-life crisis and seek clarity about life after graduation, organised by four final-year students from the Wee Kim Wee School of Communication and Information. Targeted at tertiary students aged 18 to 25, The Next Stop campaign aims to provide tailored resources for young people to navigate life after graduation and emerge from the quarter-life phase to become stronger and happier adults. By sharing stories about the quarter-life and featuring useful resources for young adults, The Next Stop campaign engaged tertiary students across both online and offline platforms, concluding with a forumstyle chat event that laid the groundwork for future expansion of the campaign. This report summarises the primary and secondary research that guided the campaign strategy and key messages. It outlines the journey from conception to execution of the campaign, and concludes with analysis and evaluation of the campaign’s effectiveness based on impact and output objectives. Evaluation includes pre- and post-campaign surveys, metrics from online and on-ground promotion, and thorough analysis of all media coverage. This report also highlights efforts to further develop and sustain the campaign’s efforts. Appendices supplement the main text with press clippings, collateral design and detailed survey results.