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Title: Building mental resilience in young children : help your child bounce back stronger. be encouraging. be supportive.
Authors: Heng, Cheryl ZiQi.
Sivakangai Thirumeni M K.
Tang, Hui Ling.
Yeo, Abigail Wan Ni.
Keywords: DRNTU::Social sciences::Communication::Promotional communication::Communication campaigns
Issue Date: 2012
Abstract: This paper presents the “Help Your Child Bounce Back Stronger. Be Encouraging. Be Supportive.” campaign, is a student-led initiative by a team of four final year students from Wee Kim Wee School of Communication and Information, Nanyang Technological University. This public promotional campaign aims to promote awareness among parents with children aged 0-6 years about the importance of building mental resilience in their children from a young age. It is the first promotional campaign conducted in Singapore that is addressing the topic of early childhood mental resilience. This report details extensive research conducted among the target audience. It seeks to address the gap in the research area regarding parents’ attitudes towards early childhood mental resilience in Singapore. This paper explains how these research findings helped to guide the campaign goals, impact objectives and output objectives. In addition, this report documents how the campaign adapted specific strategies and tactics used in similar overseas campaign to the local context. This paper contains the results of the post campaign evaluation showing that the effectiveness of the campaign and the extent to which impact objectives were achieved. It concludes with recommendations on how the campaign can be further developed in the future.
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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