How To Adult

• Main Authors: Foong, Eunice Mun Teng, Goh, Cheryl Yang Ling, Yak, Ivan Yong Han, Nazurah Binte Nazri
• Other Authors: Ferdinand de Bakker
• Format: Final Year Project
• Language: English
• Published: 2018
• Subjects: DRNTU::Social sciences::Communication::Promotional communication::Communication campaigns
• Online Access: http://hdl.handle.net/10356/73664
• Institution: Nanyang Technological University

This paper presents How To Adult, a campaign to help young Singaporean adults ease their transition into adulthood. Targeted at 21 to 27 year olds with less than three years of working experience, How To Adult sought to equip them with knowledge required to fulfil adulthood responsibilities. The campaign was initiated by four final year students from the Wee Kim Wee School of Communication and Information, Nanyang Technological University. The challenge of adulthood transition in Singapore has gained prominence in recent years. Governmental agencies and financial institutions have jumped on the bandwagon of the “adulting” trend to help young adults cope with adulthood responsibilities. While there are limited studies on the impact of emerging adulthood on well-being, existing research has shown that the freedom to explore also brings about stress, which can lead to mental health issues. Insights from our formative research informed us of the need to have a one-stop platform for our target audience to learn adulthood knowledge and skills. The How To Adult website provides relevant and timely content on a regular basis, catered specifically to the Singaporean millennials. Social media platforms and offline outreach events were also used to reach and educate our target audience. Overall, How To Adult was successful in establishing itself as a reliable platform for young adults to rely on when they need help with adulthood responsibilities. Positive feedback was received from the campaign stakeholders and the objectives set out were mostly achieved. Since the launch in January, the website has attracted over 17,00 unique users with at least 40,403 page views.