Drink wise, drink tap : a communication campaign to reduce single use plastic bottle waste by encouraging the consumption of tap water over bottled water in Singapore

Drink Wise, Drink Tap is a communication campaign to reduce single use plastic bottle waste in Singapore. The campaign is the first of its kind to tackle the unnecessary consumption of plastic bottled water in Singapore by encouraging the consumption of tap water over bottled water. It targeted The...

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Main Authors: Samsir Kartolo, Erny Luiza, Goh, Pei Xuan, Tan, Yen Ping, Wong, Elaine Hui Ling
Other Authors: Christopher Cummings
Format: Final Year Project
Language:English
Published: 2019
Subjects:
Online Access:http://hdl.handle.net/10356/76570
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Institution: Nanyang Technological University
Language: English
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spelling sg-ntu-dr.10356-765702020-07-21T02:51:36Z Drink wise, drink tap : a communication campaign to reduce single use plastic bottle waste by encouraging the consumption of tap water over bottled water in Singapore Samsir Kartolo, Erny Luiza Goh, Pei Xuan Tan, Yen Ping Wong, Elaine Hui Ling Christopher Cummings Sven Pfrommer Wee Kim Wee School of Communication and Information DRNTU::Social sciences::Communication::Promotional communication Drink Wise, Drink Tap is a communication campaign to reduce single use plastic bottle waste in Singapore. The campaign is the first of its kind to tackle the unnecessary consumption of plastic bottled water in Singapore by encouraging the consumption of tap water over bottled water. It targeted The Fast paced Singaporeans (TFPS) aged 26 to 35 years old, who purchase plastic bottled water due to convenience. Formative research revealed that while individuals were confident of the quality of tap water in Singapore, attitude was not translated into behaviour to drink tap water when outside of home largely due to fear of contamination by contextual indicators. Along with negative social norms and poor perceived accessibility of safe drinking tap water, this has driven demand for plastic bottled water. Guided by the elaborated theory of planned behaviour (TPB) that includes personal norms as the fourth antecedent, TFPS with higher personal norms were utilised to influence other TFPS . The campaign equipped them with knowledge about the safety of drinking tap water when outside of home, and elevated accessibility of tap water outside of home to make drinking tap water a more convenient choice. Drink Wise, Drink Tap successfully sparked conversations about drinking water behaviours in Singapore. Outcome evaluation also reflected achievement of all campaign objectives. Future efforts could build on what has been established to encourage more Singapore residents to adopt sustainable water drinking habits. Bachelor of Communication Studies 2019-03-27T06:22:16Z 2019-03-27T06:22:16Z 2019 Final Year Project (FYP) http://hdl.handle.net/10356/76570 en Nanyang Technological University 196 p. application/pdf text/html text/html text/html text/html text/html text/html text/html text/html
institution Nanyang Technological University
building NTU Library
country Singapore
collection DR-NTU
language English
topic DRNTU::Social sciences::Communication::Promotional communication
spellingShingle DRNTU::Social sciences::Communication::Promotional communication
Samsir Kartolo, Erny Luiza
Goh, Pei Xuan
Tan, Yen Ping
Wong, Elaine Hui Ling
Drink wise, drink tap : a communication campaign to reduce single use plastic bottle waste by encouraging the consumption of tap water over bottled water in Singapore
description Drink Wise, Drink Tap is a communication campaign to reduce single use plastic bottle waste in Singapore. The campaign is the first of its kind to tackle the unnecessary consumption of plastic bottled water in Singapore by encouraging the consumption of tap water over bottled water. It targeted The Fast paced Singaporeans (TFPS) aged 26 to 35 years old, who purchase plastic bottled water due to convenience. Formative research revealed that while individuals were confident of the quality of tap water in Singapore, attitude was not translated into behaviour to drink tap water when outside of home largely due to fear of contamination by contextual indicators. Along with negative social norms and poor perceived accessibility of safe drinking tap water, this has driven demand for plastic bottled water. Guided by the elaborated theory of planned behaviour (TPB) that includes personal norms as the fourth antecedent, TFPS with higher personal norms were utilised to influence other TFPS . The campaign equipped them with knowledge about the safety of drinking tap water when outside of home, and elevated accessibility of tap water outside of home to make drinking tap water a more convenient choice. Drink Wise, Drink Tap successfully sparked conversations about drinking water behaviours in Singapore. Outcome evaluation also reflected achievement of all campaign objectives. Future efforts could build on what has been established to encourage more Singapore residents to adopt sustainable water drinking habits.
author2 Christopher Cummings
author_facet Christopher Cummings
Samsir Kartolo, Erny Luiza
Goh, Pei Xuan
Tan, Yen Ping
Wong, Elaine Hui Ling
format Final Year Project
author Samsir Kartolo, Erny Luiza
Goh, Pei Xuan
Tan, Yen Ping
Wong, Elaine Hui Ling
author_sort Samsir Kartolo, Erny Luiza
title Drink wise, drink tap : a communication campaign to reduce single use plastic bottle waste by encouraging the consumption of tap water over bottled water in Singapore
title_short Drink wise, drink tap : a communication campaign to reduce single use plastic bottle waste by encouraging the consumption of tap water over bottled water in Singapore
title_full Drink wise, drink tap : a communication campaign to reduce single use plastic bottle waste by encouraging the consumption of tap water over bottled water in Singapore
title_fullStr Drink wise, drink tap : a communication campaign to reduce single use plastic bottle waste by encouraging the consumption of tap water over bottled water in Singapore
title_full_unstemmed Drink wise, drink tap : a communication campaign to reduce single use plastic bottle waste by encouraging the consumption of tap water over bottled water in Singapore
title_sort drink wise, drink tap : a communication campaign to reduce single use plastic bottle waste by encouraging the consumption of tap water over bottled water in singapore
publishDate 2019
url http://hdl.handle.net/10356/76570
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