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dc.contributor.authorKaur, Eknam.en_US
dc.contributor.authorNorhana Hamdan.en_US
dc.contributor.authorSun, Wanting.en_US
dc.description.abstractRed Initiative is a group comprising of three final year undergraduates collaborating with Action for AIDS (AFA) to create a strategic communications campaign. The campaign entitled, “AIDS: Accept the patient, hate the virus,” has a dual message of educating youths on HIV/AIDS while reducing stigma and discrimination towards AIDS patients. The key measures that were put in place to create a holistic campaign and achieve its objectives are documented in this report. These measures are research, publicity, advertising and event management. Throughout and at the end of the campaign, evaluation was carried out to rectify any shortcomings. This report details the process of the campaign execution and the tools and strategies behind it. In addition, the sustainability of the campaign will be highlighted. The report concludes with recommendations on how AFA can build upon the platform this project has established.en_US
dc.rightsNanyang Technological Universityen_US
dc.subjectDRNTU::Social sciences::Communication::Promotional communication::Communication campaigns-
dc.titleAIDS : accept the patient, hate the virus.en_US
dc.typeFinal Year Project (FYP)en_US
dc.contributor.supervisorSriramesh, Krishnamurthyen_US
dc.contributor.schoolWee Kim Wee School of Communication and Informationen_US
dc.description.degreeBachelor of Communication Studiesen_US
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Appears in Collections:WKWSCI Student Reports (FYP/IA/PA/PI/CA)
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