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dc.contributor.authorYeo, Cherie Li Wen
dc.contributor.authorChua, Ethel Jia En
dc.contributor.authorTan, Jeanette Yee Ching
dc.contributor.authorKameswari d/o Narayanan
dc.description.abstractDon’t Choose Binge is a public communications campaign aimed at reducing binge drinking behaviours amongst young adults in Singapore. It is organised by four final year undergraduates from the Wee Kim Wee School of Communication and Information. The campaign is targeted at young people aged 18 to 25 years; an age group in which binge drinking behaviour is the most prevalent. Therefore, the campaign’s strategy was concentrated on youth-centric approaches, which incorporated a heavy use of social media platforms and outreach at tertiary institutions. Through positive peer influence, the campaign seeks to establish responsible drinking as the widely acceptable social norm. This report seeks to provide an insight into the formative research conducted and its key findings that shaped the campaign’s tactics. It will also offer an in-depth look at the conceptualisation and subsequent execution of the campaign. In addition, the report also analyses pre-campaign and post campaign surveys to assess the effectiveness of the campaign. To conclude the report, limitations of the campaign, recommendations on avenues for improvement, and its future direction were discussed. This report is also supplemented by collateral designs, event pictures, and other original documents in its appendices to offer a comprehensive look at our campaign efforts.en_US
dc.format.extent214 p.en_US
dc.rightsNanyang Technological University
dc.titleDon't choose Binge : a promotional campaign to reduce binge drinking amongst young adults in Singaporeen_US
dc.typeFinal Year Project (FYP)en_US
dc.contributor.supervisorFerdinand Ferry De Bakkeren_US
dc.contributor.schoolWee Kim Wee School of Communication and Informationen_US
dc.description.degreeBachelor of Communication Studiesen_US
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Appears in Collections:WKWSCI Student Reports (FYP/IA/PA/PI/CA)
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