The safe seat : an NTU FYP health communication campaign encouraging the adoption of appropriate child restraints among parents
The Safe Seat is a health communication campaign by four undergraduates from Wee Kim Wee School of Communication and Information, Nanyang Technological University. Guided by the Theory of Planned Behaviour, the campaign encouraged parents in Singapore with children aged 0–10 to secure their children...
Saved in:
Main Authors: | , , , |
---|---|
Other Authors: | |
Format: | Final Year Project |
Language: | English |
Published: |
2019
|
Subjects: | |
Online Access: | http://hdl.handle.net/10356/76630 |
Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
Institution: | Nanyang Technological University |
Language: | English |
id |
sg-ntu-dr.10356-76630 |
---|---|
record_format |
dspace |
spelling |
sg-ntu-dr.10356-766302019-12-10T11:24:36Z The safe seat : an NTU FYP health communication campaign encouraging the adoption of appropriate child restraints among parents Ow, Gracia Lai, Jue Hao Quah, Jia Ling Soo, Jalyn Christopher Cummings Wee Kim Wee School of Communication and Information Sven Pfrommer DRNTU::Social sciences::Communication The Safe Seat is a health communication campaign by four undergraduates from Wee Kim Wee School of Communication and Information, Nanyang Technological University. Guided by the Theory of Planned Behaviour, the campaign encouraged parents in Singapore with children aged 0–10 to secure their children in appropriate child restraints all the time when travelling in cars. This paper addresses the perceptions that parents in Singapore hold towards child restraint usage, and the motivations and barriers they face when using them. Driven by four key messages, life-saver, no compromises, appropriateness and experts advised, The Safe Seat leveraged both online and on-ground engagement. With strong online presence on Facebook and Instagram, the campaign delivered weekly themed content featuring celebrity parents, doctors from KK Women’s and Children’s Hospital, Child Passenger Safety Technicians and practical tips from fellow parents. Key on-ground engagement included roving booths around Singapore and a main event featuring talks by child passenger safety experts. The campaign also gained significant traction in the media, with coverage from various publications, including The Straits Times, Lianhe Zaobao and The New Paper. This paper also discusses the strengths and limitations of the campaign. With The Safe Seat being the first campaign in Singapore to focus solely on child restraint usage, insights from this paper will pave the way for future campaigns. All original documents and relevant data are included in the appendices as references to the main paper. Bachelor of Communication Studies 2019-04-01T05:31:40Z 2019-04-01T05:31:40Z 2019 Final Year Project (FYP) http://hdl.handle.net/10356/76630 en Nanyang Technological University 70 p. application/pdf application/pdf application/pdf |
institution |
Nanyang Technological University |
building |
NTU Library |
country |
Singapore |
collection |
DR-NTU |
language |
English |
topic |
DRNTU::Social sciences::Communication |
spellingShingle |
DRNTU::Social sciences::Communication Ow, Gracia Lai, Jue Hao Quah, Jia Ling Soo, Jalyn The safe seat : an NTU FYP health communication campaign encouraging the adoption of appropriate child restraints among parents |
description |
The Safe Seat is a health communication campaign by four undergraduates from Wee Kim Wee School of Communication and Information, Nanyang Technological University. Guided by the Theory of Planned Behaviour, the campaign encouraged parents in Singapore with children aged 0–10 to secure their children in appropriate child restraints all the time when travelling in cars.
This paper addresses the perceptions that parents in Singapore hold towards child restraint usage, and the motivations and barriers they face when using them. Driven by four key messages, life-saver, no compromises, appropriateness and experts advised, The Safe Seat leveraged both online and on-ground engagement. With strong online presence on Facebook and Instagram, the campaign delivered weekly themed content featuring celebrity parents, doctors from KK Women’s and Children’s Hospital, Child Passenger Safety Technicians and practical tips from fellow parents. Key on-ground engagement included roving booths around Singapore and a main event featuring talks by child passenger safety experts. The campaign also gained significant traction in the media, with coverage from various publications, including The Straits Times, Lianhe Zaobao and The New Paper.
This paper also discusses the strengths and limitations of the campaign. With The Safe Seat being the first campaign in Singapore to focus solely on child restraint usage, insights from this paper will pave the way for future campaigns. All original documents and relevant data are included in the appendices as references to the main paper. |
author2 |
Christopher Cummings |
author_facet |
Christopher Cummings Ow, Gracia Lai, Jue Hao Quah, Jia Ling Soo, Jalyn |
format |
Final Year Project |
author |
Ow, Gracia Lai, Jue Hao Quah, Jia Ling Soo, Jalyn |
author_sort |
Ow, Gracia |
title |
The safe seat : an NTU FYP health communication campaign encouraging the adoption of appropriate child restraints among parents |
title_short |
The safe seat : an NTU FYP health communication campaign encouraging the adoption of appropriate child restraints among parents |
title_full |
The safe seat : an NTU FYP health communication campaign encouraging the adoption of appropriate child restraints among parents |
title_fullStr |
The safe seat : an NTU FYP health communication campaign encouraging the adoption of appropriate child restraints among parents |
title_full_unstemmed |
The safe seat : an NTU FYP health communication campaign encouraging the adoption of appropriate child restraints among parents |
title_sort |
safe seat : an ntu fyp health communication campaign encouraging the adoption of appropriate child restraints among parents |
publishDate |
2019 |
url |
http://hdl.handle.net/10356/76630 |
_version_ |
1681041045735866368 |