The happiness revolution : live life now.

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.