Wired warriors campaign : encouraging a safer and happier instagram

Abstract

This paper presents the Wired Warriors campaign, the first-ever communication campaign in Singapore to encourage a happier and safer Instagram. Wired Warriors is organised by four final year students of the Wee Kim Wee School of Communication and Information, Nanyang Technological University. Targeted at female Instagram users in Singapore, the campaign strongly encourages its target audience to be a Wired Warrior by critically evaluating content that they receive, posting responsible content and being safe and happy online. Through these three steps, the campaign hopes to reduce unhealthy social comparison, cyber bullying and promote cyber safety. This report summarizes the primary and secondary research that shaped the campaign’s strategy. It details the campaign’s process, from creative elements to execution of the campaign’s initiatives. It also examines the campaign’s effectiveness by evaluating its objectives through preliminary and post-campaign surveys. The report also provides future directions for the continuation and expansion of the campaign. Detailed appendices that support the main text with tables, charts, graphs and collateral designs are accompanied for further reference.