The Singaporean fairytale : a fertility education campaign to educate Singaporean young adults on the importance of understanding their fertility health.

Abstract

This paper presents “The Singaporean Fairytale”, a fertility awareness and education public

communication campaign by four final year students from the Wee Kim Wee School of

Communication and Information.

Aimed at young adults aged 21- 30, the campaign hopes to empower them with fertility knowledge

to help them make more informed decisions towards future family planning. The creative concept

of using fairytales gives the campaign a holistic approach where related issues such as marriage,

family and personal choices are discussed.

The report includes a summary of research that shaped the strategy, detailed presentation of the

execution and evaluation of the overall outcome.