Please use this identifier to cite or link to this item: https://hdl.handle.net/10356/52581
Title: The happiness revolution : live life now.
Authors: Hong, Shuqi.
Cher, Fiona.
Lin, Huanyu.
Rusydi, Izzat.
Keywords: DRNTU::Social sciences::Communication::Promotional communication::Communication campaigns
Issue Date: 2013
Abstract: This report presents “The Happiness Revolution: Live Life Now”, a communication campaign by a team of four final year students from the Wee Kim Wee School of Communication and Information, NTU. The campaign champions the attainment of positive mental well-being by engaging in meaningful activities that can make one happy. Targeted at tertiary students aged 18 to 25, the key campaign goal is to highlight the importance of meaning as a component towards happiness and mental well being by engaging youths in conversations about their current state of happiness. We also encourage them to take a pledge to lead more meaningful lives. This paper outlines the research that shaped the direction of communication strategies, plans and tactics. The key communication channels and mechanics, encompassing social media, campus outreaches and outdoor advertising, are documented in this report. Finally, the paper discusses the campaign’s success, limitations and future directions.
URI: http://hdl.handle.net/10356/52581
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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