Friends of Dementia

This paper presents Friends of Dementia, a campaign to promote the creation of a dementia-friendly community in Singapore, initiated by three final year students from the Wee Kim Wee School of Communication and Information, Nanyang Technological University (NTU). The campaign aimed to educate and em...

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Main Authors: Cheong, Hazel Kai Qi, Chow, Yue Wah, Phua, Ying Ying
Other Authors: Pamela Tor Das
Format: Final Year Project
Language:English
Published: 2017
Subjects:
Online Access:http://hdl.handle.net/10356/69883
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Institution: Nanyang Technological University
Language: English
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spelling sg-ntu-dr.10356-698832019-12-10T10:54:33Z Friends of Dementia Cheong, Hazel Kai Qi Chow, Yue Wah Phua, Ying Ying Pamela Tor Das Wee Kim Wee School of Communication and Information DRNTU::Social sciences This paper presents Friends of Dementia, a campaign to promote the creation of a dementia-friendly community in Singapore, initiated by three final year students from the Wee Kim Wee School of Communication and Information, Nanyang Technological University (NTU). The campaign aimed to educate and empower Institute of Higher Learning (IHL) students from universities and polytechnics on the issue of dementia, hence becoming a Friend of Dementia who contributes positively towards building a dementia-friendly community. The paper outlines the primary and secondary research which helped to guide the campaign’s message and strategies. Apart from delving into current literature, a survey and focus group discussions were conducted to gain a deeper understanding of IHL students’ knowledge, attitude and behaviour towards dementia, people with dementia and a dementia-friendly community. The insights from the formative research helped to inform the campaign’s strategy which aimed to educate IHL students to become a Friend of Dementia, as well as to affect attitudinal and behavioural changes. Online platforms were also extensively used to extend the campaign’s reach. Offline platforms were used to directly engage IHL students and enhance the persuasiveness of our key messages in order to effect the desired change in our target audience. The paper concludes with an evaluation of the campaign’s objectives, key messages and strategies via a thorough analysis of the post-campaign survey, media coverage and appraisals. The paper also discusses the sustenance of the campaign through collaboration with key partners. Finally, the appendices contain the campaign’s collaterals and lists which detail its execution. Bachelor of Communication Studies 2017-03-30T11:57:40Z 2017-03-30T11:57:40Z 2017 Final Year Project (FYP) http://hdl.handle.net/10356/69883 en Nanyang Technological University 60 p. application/pdf application/pdf
institution Nanyang Technological University
building NTU Library
country Singapore
collection DR-NTU
language English
topic DRNTU::Social sciences
spellingShingle DRNTU::Social sciences
Cheong, Hazel Kai Qi
Chow, Yue Wah
Phua, Ying Ying
Friends of Dementia
description This paper presents Friends of Dementia, a campaign to promote the creation of a dementia-friendly community in Singapore, initiated by three final year students from the Wee Kim Wee School of Communication and Information, Nanyang Technological University (NTU). The campaign aimed to educate and empower Institute of Higher Learning (IHL) students from universities and polytechnics on the issue of dementia, hence becoming a Friend of Dementia who contributes positively towards building a dementia-friendly community. The paper outlines the primary and secondary research which helped to guide the campaign’s message and strategies. Apart from delving into current literature, a survey and focus group discussions were conducted to gain a deeper understanding of IHL students’ knowledge, attitude and behaviour towards dementia, people with dementia and a dementia-friendly community. The insights from the formative research helped to inform the campaign’s strategy which aimed to educate IHL students to become a Friend of Dementia, as well as to affect attitudinal and behavioural changes. Online platforms were also extensively used to extend the campaign’s reach. Offline platforms were used to directly engage IHL students and enhance the persuasiveness of our key messages in order to effect the desired change in our target audience. The paper concludes with an evaluation of the campaign’s objectives, key messages and strategies via a thorough analysis of the post-campaign survey, media coverage and appraisals. The paper also discusses the sustenance of the campaign through collaboration with key partners. Finally, the appendices contain the campaign’s collaterals and lists which detail its execution.
author2 Pamela Tor Das
author_facet Pamela Tor Das
Cheong, Hazel Kai Qi
Chow, Yue Wah
Phua, Ying Ying
format Final Year Project
author Cheong, Hazel Kai Qi
Chow, Yue Wah
Phua, Ying Ying
author_sort Cheong, Hazel Kai Qi
title Friends of Dementia
title_short Friends of Dementia
title_full Friends of Dementia
title_fullStr Friends of Dementia
title_full_unstemmed Friends of Dementia
title_sort friends of dementia
publishDate 2017
url http://hdl.handle.net/10356/69883
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