Starting from scratch

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...

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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:
Online Access:http://hdl.handle.net/10356/66688
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Institution: Nanyang Technological University
Language: English
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spelling sg-ntu-dr.10356-666882019-12-10T12:47:08Z Starting from scratch Koh, Bernice Jia Hong Goh Shun Jie Tan, Benjamin Tan, Joanne Li Ling Ferdinand de Bakker Wee Kim Wee School of Communication and Information Science::General 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. Bachelor of Communication Studies 2016-04-21T02:34:38Z 2016-04-21T02:34:38Z 2016 Final Year Project (FYP) http://hdl.handle.net/10356/66688 en Nanyang Technological University 173 p. application/pdf
institution Nanyang Technological University
building NTU Library
country Singapore
collection DR-NTU
language English
topic Science::General
spellingShingle Science::General
Koh, Bernice Jia Hong
Goh Shun Jie
Tan, Benjamin
Tan, Joanne Li Ling
Starting from scratch
description 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.
author2 Ferdinand de Bakker
author_facet Ferdinand de Bakker
Koh, Bernice Jia Hong
Goh Shun Jie
Tan, Benjamin
Tan, Joanne Li Ling
format Final Year Project
author Koh, Bernice Jia Hong
Goh Shun Jie
Tan, Benjamin
Tan, Joanne Li Ling
author_sort Koh, Bernice Jia Hong
title Starting from scratch
title_short Starting from scratch
title_full Starting from scratch
title_fullStr Starting from scratch
title_full_unstemmed Starting from scratch
title_sort starting from scratch
publishDate 2016
url http://hdl.handle.net/10356/66688
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