Please use this identifier to cite or link to this item: https://hdl.handle.net/10356/59664
Title: Little captains at play
Authors: Yeoh, Claire Su-En
Lau, Kwee Fang
Soh, Madeline Huiting
Tan, Xiang Wei
Keywords: DRNTU::Social sciences::Communication
Issue Date: 2014
Abstract: This paper presents Little Captains at Play, a public communications campaign and national play movement by four final-year undergraduates from the Wee Kim Wee School of Communication and Information. Playtime has been continually declining over the past decade, with an increasing overemphasis on structured programmes over unstructured play. In light of this trend, Little Captains at Play was hence conceptualised to reinstate the balance of structured and unstructured play among preschoolers in Singapore. Targeted at parents with children aged three to six years old, the campaign aims to address the need for holistic development by utilising parents’ stories to encourage self-reflection and discussion. Supported by expert opinions and a range of online and offline engagement strategies, the campaign employed a three-pronged approach to educate, inspire and empower parents to provide their children with more opportunities for unstructured play. This paper contains primary and secondary research detailing society’s attitudes and perceptions towards children’s play, and explains the framework used to build up the campaign’s communication strategies. The campaign execution is outlined and its effectiveness evaluated through qualitative and quantitative methods including pre- and post-campaign surveys, analysis of media reports, and assessment of the audience engagement strategies. Finally, the paper addresses limitations to the campaign and presents recommendations for future initiatives.
URI: http://hdl.handle.net/10356/59664
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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