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Title: Project RGB : Remaja Generasi Baru
Authors: Amanina Nur'iffah Md Yusman
Nity Farhana Dolhamid
Nur Farhain Mohd Hamim
Keywords: DRNTU::Social sciences::Communication::Promotional communication::Communication campaigns
Issue Date: 2009
Abstract: ProjectRGB is an inaugural public communication initiative that promotes Internet safety and responsibility among Malay youths. This youth outreach programme was conceptualized and implemented by TeamRGB. The campaign resulted in the first ever pool of data gathered on Malay youths and cyber wellness obtained through surveying 200 Malay youths from secondary schools. This data will be useful in designing and evaluating future cyber wellness programmes for Malay youths. An event, RGB–Live! was held as part of ProjectRGB’s aim to increase awareness and educate Malay youths on cyber wellness. The event was a platform for the youths to learn more about good Internet habits and how to practice personal responsibility when surfing the Internet. The event took a novel approach of learning about cyber wellness through a skit performance, videos of ‘on the street’ interviews with youths and a ‘talk-show style’ forum discussion with prominent youth celebrities in the Malay community. More importantly, ProjectRGB highlighted pressing cyber issues like online sexual grooming, cyber terrorism and online ethics. It kick started the discussion and reflection on measures to tackle these issues between key opinion leaders in the Malay community such as Member of Parliament Mr. Zaqy Mohamad, and officials from MUIS, AMP and MENDAKI. A media strategy resulted in extensive campaign publicity and a positive coverage of key messages, both in print and broadcast media. This, together with extremely encouraging feedback from partners and key opinion leaders, signified the success of ProjectRGB campaign.
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:WKWSCI Student Reports (FYP/IA/PA/PI/CA)

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