Please use this identifier to cite or link to this item: https://hdl.handle.net/10356/59664
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dc.contributor.authorYeoh, Claire Su-En
dc.contributor.authorLau, Kwee Fang
dc.contributor.authorSoh, Madeline Huiting
dc.contributor.authorTan, Xiang Wei
dc.date.accessioned2014-05-09T07:18:46Z
dc.date.available2014-05-09T07:18:46Z
dc.date.copyright2014en_US
dc.date.issued2014
dc.identifier.urihttp://hdl.handle.net/10356/59664
dc.description.abstractThis 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.en_US
dc.format.extent301 p.en_US
dc.language.isoenen_US
dc.rightsNanyang Technological University
dc.subjectDRNTU::Social sciences::Communicationen_US
dc.titleLittle captains at playen_US
dc.typeFinal Year Project (FYP)en_US
dc.contributor.supervisorYeoh Kok Cheowen_US
dc.contributor.schoolWee Kim Wee School of Communication and Informationen_US
dc.description.degreeBachelor of Communication Studiesen_US
dc.contributor.supervisor2Stephen Robertsonen_US
dc.identifier.videostreamVideos-DRNTU/sci_fyp_14/Little captains at play - Parent stories - Andy Lee.wmv
dc.identifier.videostreamVideos-DRNTU/sci_fyp_14/Little captains at play - Parent stories - Ashley Ng.wmv
dc.identifier.videostreamVideos-DRNTU/sci_fyp_14/Little captains at play - Parent stories - Edlyn Giam.wmv
dc.identifier.videostreamVideos-DRNTU/sci_fyp_14/Little captains at play - Parent stories - Kelvin Ang.wmv
dc.identifier.videostreamVideos-DRNTU/sci_fyp_14/Little captains at play - Parent stories - Robert Sim and Carol Lim.wmv
dc.identifier.videostreamVideos-DRNTU/sci_fyp_14/Little captains at play - Expert interviews - Dr Chen AECES Part1.wmv
dc.identifier.videostreamVideos-DRNTU/sci_fyp_14/Little captains at play - Expert interviews - Dr Chen AECES Part2.wmv
dc.identifier.videostreamVideos-DRNTU/sci_fyp_14/Little captains at play - Event highlights video - Back to Play.wmv
dc.identifier.videostreamVideos-DRNTU/sci_fyp_14/Little captains at play - Plays is video montage - Play Is.wmv
dc.identifier.videostreamVideos-DRNTU/sci_fyp_14/Little captains at play - Expert interviews - Dr Chia NIE.wmv
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Appears in Collections:WKWSCI Student Reports (FYP/IA/PA/PI/CA)
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938_20 Feb_LCAP.mp3
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Sample radio clip47.63 MBUnknownView/Open
958_10 Feb_Dr Ng.mp3
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Sample radio clip48.32 MBUnknownView/Open
Back to Play 1.mp3
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Back to Play 2.mp3
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Back to Play 3.mp3
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Appraisals - public688.32 kBaudio/basicView/Open
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