Please use this identifier to cite or link to this item: https://hdl.handle.net/10356/66798
Title: Understanding dementia
Authors: Chow, Xin Ying
Ong, Joyce Yu Yi
Shen, Jessica Rujia
Sze, Qian Hui
Keywords: DRNTU::Social sciences::Communication::Promotional communication
Issue Date: 2016
Abstract: This paper presents Understanding Dementia, a public health campaign promoting dementia awareness, initiated by four final year students from the Wee Kim Wee School of Communication and Information, Nanyang Technological University. The campaign aimed to educate adults aged 25 to 50 years old on the warning signs of dementia and the importance and benefits of early diagnosis. The paper reviews primary and secondary research that contributed to the formulation of the campaign’s objectives and strategies. Our primary research showed that the target audience was not well informed of the symptoms of dementia, and that they generally held the misconception that these symptoms were part of normal ageing. Qualitative interviews also showed that only a small percentage of dementia cases were diagnosed in the early stage. To mitigate these problems, storytelling, public education and the use of social media were the key strategies developed to convey the campaign messages effectively. The team achieved success in meeting its informational and behavioural objectives. Post-campaign evaluation showed that the target audience was more informed about the symptoms of dementia and the benefits of early diagnosis. They would also take appropriate action should they suspect an elderly person of having dementia. With Singaporeans being more informed about the symptoms of dementia, this campaign helped lay the foundation for the creation of a dementia-friendly Singapore. In the long run, the campaign’s promotion of early diagnosis will help improve the quality of life of both persons with dementia and their caregivers.
URI: http://hdl.handle.net/10356/66798
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:WKWSCI Student Reports (FYP/IA/PA/PI/CA)

Files in This Item:
File Description SizeFormat 
FINAL FINAL FYP FOR SUBMISSION-ilovepdf-compressed.pdf
  Restricted Access
9.05 MBAdobe PDFView/Open

Page view(s) 50

316
Updated on Jun 19, 2021

Download(s) 50

59
Updated on Jun 19, 2021

Google ScholarTM

Check

Items in DR-NTU are protected by copyright, with all rights reserved, unless otherwise indicated.