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Title: #CanOneLah!
Authors: Wee, Ann
Lee, Grace Jia En
Lee, Febby Jia Qian
Vijayahkumar, Rishiikanthan
Keywords: Social sciences::Communication
Issue Date: 2021
Publisher: Nanyang Technological University
Source: Wee, A., Lee, G. J. E., Lee, F. J. Q. & Vijayahkumar, R. (2021). #CanOneLah!. Final Year Project (FYP), Nanyang Technological University, Singapore.
Project: CS20042
Abstract: #CanOneLah! is a communication campaign that aims to improve digital literacy among low-income seniors aged 60 to 85 through social support. Low-income seniors struggle to benefit from existing mass-approach digital literacy initiatives as they are often not tailored to their specific needs, resulting in many being left behind as Singapore collectively works towards being a Smart Nation. This digital divide has been amplified by the COVID-19 pandemic, where online communication became a necessity. Based on our research findings, low-income seniors had lower mean scores in the use of basic communication tools than middle to higher-income seniors. Our research also revealed that a socially supportive environment was a factor in motivating them to pick up digital literacy. As such, #CanOneLah! sought to bridge this digital divide by designing an initiative that focuses on foundational digital communication tools and using social support as a motivator. Online and offline tactics leveraging audio-visual aids and colloquial language with an emphasis on social support were created to achieve our objective. Guided by the Theory of Planned Behaviour, the campaign resulted in a significant increase in perceived behavioural control and subjective norm for our target audience. We helped a total of over 100 low-income seniors to learn digital skills, demonstrating #CanOneLah!’s effectiveness in helping low-income seniors digitize. Learnings from the campaign provide recommendations for future digital literacy initiatives focused on seniors in Singapore. We hope that #CanOneLah! is the beginning of many more community initiatives that support vulnerable seniors as they embark on their digital journeys.
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:WKWSCI Student Reports (FYP/IA/PA/PI/CA)

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#CanOneLah! Final Report12.65 MBAdobe PDFView/Open
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#CanOneLah! Appendix21.36 MBAdobe PDFView/Open
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11 MBAdobe PDFView/Open

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