Floss forward : don't just brush off

• Main Authors: Debra, Geeta Rajwani, Lee, Cody Jun Teng, M Kamini, Manivannan, Zhang, Yiyao
• Other Authors: Lee Chun Wah
• Format: Final Year Project
• Language: English
• Published: 2017
• Subjects: DRNTU::Business::Advertising::Advertising method; DRNTU::Social sciences::Communication::Promotional communication::Communication campaigns; DRNTU::Social sciences::Communication::Communication theories and models; DRNTU::Social sciences::Communication::Promotional communication::Integrated marketing communications
• Online Access: http://hdl.handle.net/10356/69886
• Institution: Nanyang Technological University

This paper presents Floss Forward, an oral health communication campaign by four final year undergraduate students of Week Kim Wee School of Communication and Information (WKWSCI), Nanyang Technological University’s (NTU). Gum disease and other oral health-related problems such as dental caries, and tooth decay is increasingly prevalent globally and in Singapore. In order to gain a clear understanding of the oral health landscape in Singapore, two quantitative surveys were conducted during the formative research. The surveys aimed to find out self-efficacy levels in individuals with regards to flossing, as well as general perceptions of the habit and barriers to action. In line with our research findings, a three-pronged strategy utilising social norms, tailored content and an interactive campaign approach were adopted to communicate the importance of flossing, its benefits and the potential implications of neglecting the habit,. A multi-touch point strategy using both online and offline tactics were implemented in the campaign. To ensure the credibility of the posts and their accompanying messages, content was vetted through by Singapore Dental Association and endorsed by the campaign’s main sponsor, Pearlie White. The paper’s conclusion evaluates the campaign through a post-campaign questionnaire, coupled with a media performance analysis for both our online and offline elements. Appraisals from stakeholders are also taken into account in determining the effectiveness of the campaign, and future plans beyond the campaign’s timeline were also highlighted. Visuals of the campaign’s execution, collaterals and partnerships can be found in the appendices.