Please use this identifier to cite or link to this item: https://hdl.handle.net/10356/52520
Title: Look, ma - a public communication campaign to encourage parents to spend more time listening to their children.
Authors: Chua, Costa Daniel Ming Wei.
Lau, Kelly.
Gu, Fenghui.
Keywords: DRNTU::Business::Marketing::Communication
DRNTU::Business::Marketing
DRNTU::Social sciences::Education
Issue Date: 2013
Abstract: This paper presents the L o o k , Ma campaign, a student-led applied research and campaign by a team of three students from Wee Kim Wee School of Communication and Information, Nanyang Technological University. The team’s public promotional campaign aimed to promote awareness among parents with children 0-10 years old about the importance of playtime and a self-created childhood in the lives of children. This paper details the first ever research conducted, in partnership with AECES and NIE, on children in Singapore to uncover their understanding of childhood. This pioneer research project seeks to pave the way for future research conducted on children in Singapore. This paper also details the entire campaign process - from its conception to the various sponsorship pitches. In addition, this paper would justify how the dual approach of applied research and campaign strategies were employed to meet the objectives of the campaign. This paper concludes with an evaluation of the campaign’s performance and demonstrates how the campaign has already developed into a sustainable initiative.
URI: http://hdl.handle.net/10356/52520
Rights: Nanyang Technological University
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 
SCI12011.pdf
  Restricted Access
2.09 MBAdobe PDFView/Open

Page view(s) 50

443
checked on Oct 23, 2020

Download(s) 50

46
checked on Oct 23, 2020

Google ScholarTM

Check

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