Spousal violence : espousing hope

• Main Authors: Chua, Angeline Wei Ting, Hoong, Melissa Shuman, Lim, Sun Thai Sae Lim, Tan, Yi Xin
• Other Authors: Ferdinand De Bakker
• Format: Final Year Project
• Language: English
• Published: 2015
• Subjects: DRNTU::Social sciences::Communication::Public opinion
• Online Access: http://hdl.handle.net/10356/63117
• Institution: Nanyang Technological University

Espousing Hope, dubbed the EH! campaign, is a project that aims to encourage dialogue about spousal violence (SV) among young adults in Singapore. The campaign, organized by four final year students from the Wee Kim Wee School of Communication and Information at Nanyang Technological University, aims to push the issue from the private sphere onto public agenda. Targeted at youths aged 19 to 25, the EH! campaign hopes to spark conversations, online and off, about SV in order to create an open and supportive social environment. This is so that victims and perpetrators feel validated and supported if and when they want to seek help or comfort. This paper contains primary and secondary research that reveal our target audience’s attitudes towards and perceptions about spousal violence. The paper also details the theoretical framework on which the strategic campaign communication is based. Campaign execution and tactics are illustrated in four phases, and subsequently, the campaign is evaluated based on impact and the fulfilment of output objectives. Finally, the paper identifies limitations and challenges to our campaign, and concludes with recommendations for future directions. This paper also includes original documents, campaign collateral materials and diagrams in the appendices for further reference.