Don't choose Binge : a promotional campaign to reduce binge drinking amongst young adults in Singapore

• Main Authors: Yeo, Cherie Li Wen, Chua, Ethel Jia En, Tan, Jeanette Yee Ching, Kameswari d/o Narayanan
• Other Authors: Ferdinand Ferry De Bakker
• Format: Final Year Project
• Language: English
• Published: 2016
• Subjects: DRNTU::Humanities
• Online Access: http://hdl.handle.net/10356/66683
• Institution: Nanyang Technological University

Don’t Choose Binge is a public communications campaign aimed at reducing binge drinking behaviours amongst young adults in Singapore. It is organised by four final year undergraduates from the Wee Kim Wee School of Communication and Information. The campaign is targeted at young people aged 18 to 25 years; an age group in which binge drinking behaviour is the most prevalent. Therefore, the campaign’s strategy was concentrated on youth-centric approaches, which incorporated a heavy use of social media platforms and outreach at tertiary institutions. Through positive peer influence, the campaign seeks to establish responsible drinking as the widely acceptable social norm. This report seeks to provide an insight into the formative research conducted and its key findings that shaped the campaign’s tactics. It will also offer an in-depth look at the conceptualisation and subsequent execution of the campaign. In addition, the report also analyses pre-campaign and post campaign surveys to assess the effectiveness of the campaign. To conclude the report, limitations of the campaign, recommendations on avenues for improvement, and its future direction were discussed. This report is also supplemented by collateral designs, event pictures, and other original documents in its appendices to offer a comprehensive look at our campaign efforts.