Screensavers : for healthier digital kids

Abstract

This paper presents Screensavers, a public information campaign to nurture healthier digital kids, initiated by three final year students from Wee Kim Wee School of Communication and Information, Nanyang Technological University. Through reaching out to the primary target audience, parents with primary school children aged 6 to 12, and the secondary target audience, children aged 6 to 12 themselves, the campaign aims to educate its target audiences on effectively managing digital technology use.

The paper summarises primary and secondary research, which shaped the campaign’s messaging, strategies and tactics. In addition to the study of present literature, expert interviews, focus groups and a survey study were conducted. Focus was placed on children’s digital habits, parents’ mediation of their children’s use of digital technology, and current efforts to managing digital technology use, both locally and globally.

As a result of the research conducted, the campaign’s key message and Screen Tips, with an emphasis on child’s well-being, were conceived. Campaign outreach activities were formulated to convey the key messages of the campaign, particularly through active community engagement, with a focus on parent-child learning. Both online and offline platforms were utilized, to expand reach to the target audience.

The paper concludes with an evaluation of the campaign through a post- campaign survey, metrics from campaign activities, analysis of media coverage and appraisals from stakeholders. Future opportunities for continuation of the campaign through a self-sustaining model are also highlighted.

Campaign collaterals, photos of the campaign’s outreach activities, as well as tables, and lists detailing the campaign’s execution, can be found in the appendices.