Starting from scratch

• Main Authors: Koh, Bernice Jia Hong, Goh Shun Jie, Tan, Benjamin, Tan, Joanne Li Ling
• Other Authors: Ferdinand de Bakker
• Format: Final Year Project
• Language: English
• Published: 2016
• Subjects: Science::General
• Online Access: http://hdl.handle.net/10356/66688
• Institution: Nanyang Technological University

This paper presents Starting from Scratch, a health communications campaign initiated by four students from the Wee Kim Wee School of Communication and Information at the Nanyang Technological University. Targeted at teenagers aged 12 to 17, both with and without eczema, Starting from Scratch sought to educate teenagers on eczema by increasing awareness and dispelling misconceptions of the condition, so as to create a supportive and understanding environment for teenage eczema sufferers. The campaign aimed to achieve this goal through roving exhibitions held in secondary schools, promoting learning through an interactive game and leaving encouraging messages of support for those suffering from eczema. Online, the team curated stories of everyday people with eczema, and allowed sufferers to find a platform to share their experiences. This paper summarises the primary and secondary research conducted that helped shape the campaign. Based on research findings, the problem statement was identified, which helped hone the campaign’s strategy, tactics and goals. With the campaign’s branding and identity in mind, the considerations were clear that the campaign needed to be relevant to teenagers with and without eczema. Both online and offline platforms were utilised equally to engage teenagers inside and out of school. Assessment of the campaign tactics was also completed, which included a post-survey evaluation, media monitoring and engagement on social media platforms. Finally, limitations and future recommendations for the campaign were discussed, including plans on sustainability.