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dc.contributor.authorChan, Desiree Wan Rongen_US
dc.contributor.authorWu, Hannah Yuanminen_US
dc.contributor.authorNg, Samantha Jia Lingen_US
dc.contributor.authorTien, Elizabeth Mary En Cien_US
dc.identifier.citationChan, D. W. R., Wu, H. Y., Ng, S. J. L. & Tien, E. M. E. C. (2021). Mind your cart. Final Year Project (FYP), Nanyang Technological University, Singapore.
dc.description.abstractMind Your Cart (MYC) is a communications campaign aimed at encouraging young Singaporeans aged 18 to 25 to practice conscious consumption of fashion to better their everyday well-being. It reframed fashion consumption beyond environmental sustainability, highlighting that overspending time, effort, and money on fashion can have a dampened effect on one’s well-being. Framed by the Self-Determination Theory that posits the three basic psychological needs of autonomy, competence, and relatedness, conscious consumption appeals to the inherent human propensity for growth and development. The campaign promoted two main behaviours that constitute conscious consumption: using a checklist during pre-purchase and creating a wardrobe inventory. The digital campaign framed conscious consumption as a dynamic journey guided by the tagline "Check In Before You Check Out". Through strategic campaign tactics built on the pillars of 'Educate, 'Engage' and 'Encourage', MYC was successful in cultivating a belief framework about conscious consumption and equipping our target audience with practical skills on how to use a checklist and create an inventory. The campaign received significant digital traction with a total of 106,111 impressions, a 10.07% engagement rate on Instagram, and an average of 33% in behaviour uptake.en_US
dc.publisherNanyang Technological Universityen_US
dc.subjectSocial sciences::Communication::Promotional communication::Communication campaignsen_US
dc.titleMind your carten_US
dc.typeFinal Year Project (FYP)en_US
dc.contributor.supervisorKang Hyunjinen_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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