CAN! : a Singapore 2010 Youth Olympic Games Campaign.

Abstract

This report presents a youth-for-youth initiative conducted by a team of final year students from Wee Kim Wee School of Communication and Information, in collaboration with the Singapore Youth Olympic Games Organising Committee (SYOGOC). Entitled CAN! (Create Action Now!), this communications campaign set out to address the issue of a lackadaisical attitude amongst youths in Singapore toward the upcoming Singapore 2010 Youth Olympic Games (YOG). Through a series of initiatives branded under CAN!, which was thereafter adopted as the branding for the year-long festival leading up to the Games, the team focused on building up the excitement towards the Youth Olympic Games 2010 among youths aged 13-24 years old, to garner them up for a blasting 2010. The following provides a detailed blueprint of the direction of this campaign, the communication strategy & message, programme plan and the evaluation plan for the campaign.