The next stop campaign
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...
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2014
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sg-ntu-dr.10356-600972019-12-10T13:22:42Z The next stop campaign Chan, Long Teng Ho, Agnes Seok Kian Choy, Shawn Zikai Quek, Vinnie Chwee Lin Wee Kim Wee School of Communication and Information Melina Chua DRNTU::Social sciences::Communication::Promotional communication 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. Bachelor of Communication Studies 2014-05-22T05:10:01Z 2014-05-22T05:10:01Z 2014 2014 Final Year Project (FYP) http://hdl.handle.net/10356/60097 en Nanyang Technological University 306 p. application/pdf application/pdf application/octet-stream |
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DRNTU::Social sciences::Communication::Promotional communication Chan, Long Teng Ho, Agnes Seok Kian Choy, Shawn Zikai Quek, Vinnie Chwee Lin The next stop campaign |
description |
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. |
author2 |
Wee Kim Wee School of Communication and Information |
author_facet |
Wee Kim Wee School of Communication and Information Chan, Long Teng Ho, Agnes Seok Kian Choy, Shawn Zikai Quek, Vinnie Chwee Lin |
format |
Final Year Project |
author |
Chan, Long Teng Ho, Agnes Seok Kian Choy, Shawn Zikai Quek, Vinnie Chwee Lin |
author_sort |
Chan, Long Teng |
title |
The next stop campaign |
title_short |
The next stop campaign |
title_full |
The next stop campaign |
title_fullStr |
The next stop campaign |
title_full_unstemmed |
The next stop campaign |
title_sort |
next stop campaign |
publishDate |
2014 |
url |
http://hdl.handle.net/10356/60097 |
_version_ |
1681045014900113408 |