Right-cycling : remove, rinse, recycle

• Main Authors: Aysha Muhammad Aimran Quek, Fatin Amira Hairy, Nadhirah Ismail, Neo, Jie Yao
• Other Authors: Sam Ran Boolsambatra
• Format: Final Year Project
• Language: English
• Published: 2018
• Subjects: DRNTU::Social sciences::Communication::Promotional communication::Communication campaigns
• Online Access: http://hdl.handle.net/10356/73771
• Institution: Nanyang Technological University

This paper presents Right-Cycling: Remove, Rinse, Recycle, a communication campaign that aims to increase knowledge and facilitate behaviour change in Primary 4 to Primary 6 students on contamination in recycling, initiated by four final-year students from Wee Kim Wee School of Communication and Information, Nanyang Technological University. Contamination in recycling occurs when trash such as food waste are thrown into recycling bins. One dirty item thrown inside the recycling bin could render the entire bin contaminated – making the recycling efforts of others useless. As this is the first campaign of its kind to focus on contamination, the goal of the campaign is to educate the target audience as well as to reduce contamination rates in their school’s recycling bins by adopting three steps: Remove, Rinse, Recycle. Quantitative and qualitative research were carried out to explore the topic and understand the students’ current knowledge and behaviour on contamination in recycling. Based on research findings, key messages and campaign strategies of gain-framing messaging and game-based learning were crafted. These guided the campaign tactics of conducting assembly talks, workshops, and booths across four partnering primary schools. Thereafter, post-campaign research, comprising of a survey and quiz, observations, as well as an experiment was conducted to evaluate the campaign’s effectiveness in achieving its objectives. Limitations of the campaign as well as recommendations for future campaigns are also discussed. Original documents, including campaign collaterals, event photographs and relevant data have been included in the appendices as references to the main paper.