Hard conversations campaign

• Main Authors: Lee, Cheryl, Teo, Cheryl Li Min, Tan Yi Wen, Florence, Lau Siaw Ee
• Other Authors: Ferdinand De Bakker
• Format: Final Year Project
• Language: English
• Published: 2016
• Subjects: DRNTU::Social sciences::Communication
• Online Access: http://hdl.handle.net/10356/66873
• Institution: Nanyang Technological University

This paper presents Hard Conversations, a health communications campaign organised by four final-year undergraduates from the Wee Kim Wee School of Communication and Information. Erectile dysfunction (ED) has been on the rise amongst younger Singaporean men over the past decade, with increasing ignorance and neglect towards the condition. In light of this trend, Hard Conversations was hence conceptualised to raise awareness of ED, normalise the condition and encourage behavioural change, with the aim of reducing prevalence. Targeted at female professionals aged 25 to 35 years old, the campaign aims to address the need for females to be equally educated on the condition, thereafter supporting and encouraging their male partners to prevent and/or overcome the condition. Supported by expert opinions as well as online and offline engagement strategies, the campaign employed a multi- pronged approach to raise awareness, persuade and enable females to educate and instill behavioural change in their partners. This paper contains primary and secondary research, elucidating society’s attitudes and perceptions towards ED, and explains the structure used to formulate the campaign’s strategies. The campaign execution is detailed and its effectiveness assessed through methods such as pre- and post-campaign surveys and analysis of audience outreach. Finally the paper addresses limitations to the campaign and presents mitigations and recommendations for future efforts.