Please use this identifier to cite or link to this item: https://hdl.handle.net/10356/14948
Title: He ain't heavy, he's my brother
Authors: Neo, Crystal V Wen Qian
Ng, Xiuling
Tay, Grace Shu En
Toh, Jasmine
Keywords: DRNTU::Social sciences::Communication::Promotional communication::Communication campaigns
Issue Date: 2008
Abstract: “He ain’t heavy, he’s my brother” is a promotional campaign for Boys’ Town that aims to strengthen the client’s brand, raise awareness about its mission and activities, and to correct public misconceptions about Boys’ Town and its boarders. A collaboration between Boys’ Town and faeries, a team of four final-year undergraduates from Nanyang Technological University’s Wee Kim Wee School of Communication and Information, the project involved the use of strategic communication, a series of promotional events and activities, and the introduction of new corporate collaterals and publicity materials. The project seeks to raise awareness for Boys’ Town by engaging tertiary students and the media. More importantly, establish a consistent image for the client in the eyes of the public and to influence positive perception about the organization. The main components of this project are research, publicity, event management, media relations, and evaluation. This report chronicles the various promotional strategies, methods, and tools the team employed to achieve the goals and objectives of the project.
URI: http://hdl.handle.net/10356/14948
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:WKWSCI Student Reports (FYP/IA/PA/PI/CA)

Files in This Item:
File Description SizeFormat 
sci_26_appendix.pdf
  Restricted Access
Appendix60.04 MBAdobe PDFView/Open
sci_26_report.pdf
  Restricted Access
Report1.21 MBAdobe PDFView/Open

Page view(s) 20

523
Updated on Oct 14, 2021

Download(s)

6
Updated on Oct 14, 2021

Google ScholarTM

Check

Items in DR-NTU are protected by copyright, with all rights reserved, unless otherwise indicated.