The real reunion : an integrated campaign to strengthen family bonds through meals.

Abstract

The Real Reunion is an integrated social communication campaign led by four final year students from Nanyang Technological University, Wee Kim Wee School of Communication and Information. Targeted at youth aged 18 to 25, the campaign seeks to leverage on family reunion dinner to bond families and improve parent-child relationship through meals. The campaign’s main objective is to educate youths that Chinese reunion dinner can be culture free and day free. Based on the AIDA model, the campaign employs the use of popular social media tools, website and an interactive mobile application to garner attention and interest. The campaign leverages on multiple school outreach, an outdoor roadshow and a finale mass family reunion dinner event to create desire and action. Overall, the campaign’s advertising value equivalent (AVE) is worth $268,994 with a total PR value and impression of $863,448 and 11,653,480 respectively. The campaign secured a total of $56,589 in terms of sponsorship value.

This paper presents a summary of the primary and secondary research that guides the development of the key campaign strategies. It outlines the communication tactics, creative execution, and also presents a holistic evaluation of the campaign’s effectiveness. The latter includes pre- and post-campaign surveys, participants’ testimonials, metrics from both online and offline publicity efforts, as well as an analysis of traditional and new media coverage. The report will round off with an assessment of limitations and recommendations for the campaign. The appendix supplements the main text with original documents, collateral designs, detailed tables, graphs and charts.