Top secret : maintaining privacy and security on social networking sites among Singaporean youths.

• Main Authors: Chieng, Jean Kay Hui, Ng, Bao Lin, Tan, Steffi Hui Jun, Tan, Ning Xin
• Other Authors: Ferdinand de Bakker
• Format: Final Year Project
• Language: English
• Published: 2015
• Subjects: DRNTU::Social sciences::Mass media
• Online Access: http://hdl.handle.net/10356/63353
• Institution: Nanyang Technological University

The TOP SECRET campaign is an educational movement organised by four final year students from the Wee Kim Wee School of Communication and Information. The campaign aims to provide youths with the necessary knowledge and motivation to maintain their personal safety on Social Networking Sites (SNS). With the increasing ubiquity of SNS such as Facebook and Twitter, online risks on these platforms have been multiplying over recent years. Hence, the TOP SECRET campaign was created to address the need to prevent individuals from falling prey to cyber dangers. The TOP SECRET campaign is targeted at Singaporean youths aged 13 to 14 years old, a group which is relatively new to the SNS scene and thus requires assistance to recognise potential dangers. The campaign is the first-of-its-kind to utilise an alternative pedagogy that provides youths with an interactive and immersive learning experience. Through online efforts and strategic on-ground activities, the campaign engaged both students and teachers in a cohesive attempt to encourage the learning and practice of safe SNS behaviour for the former, and the adoption of our programme for the latter. The conclusion of the campaign saw an increase in awareness and positive behavioural intentions exhibited by student participants with regard to maintaining their privacy and security on SNS, and enthusiastic response from teachers to implement the TOP SECRET programme in their schools. This report details the primary and secondary research conducted that provided the foundation of the TOP SECRET campaign, and explains the theoretical frameworks that assisted in building the campaign strategy and tactics. Campaign execution is outlined in separate phases, followed by an in-depth assessment of campaign objectives through quantitative and qualitative methods to determine campaign success. Finally, limitations and future recommendations for campaign continuation are discussed. The report also includes original documents, research data and campaign collaterals in the appendices for reference.