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Title: Easy on your eyes
Authors: Lee, Clara Jia Le
Koh, Wan Yi
Tulika Ahuja
Lim, Hilarie Xiu Yi
Keywords: DRNTU::Humanities
Issue Date: 2016
Abstract: Easy on Your Eyes is a strategic health communication campaign led by four final-year students from the Wee Kim Wee School of Communication and Information, Nanyang Technological University (NTU). The campaign addresses the issue of incorrect contact lens health among youth aged 18 to 25 years and works towards increasing compliance with correct contact lens behaviour, to decrease the rapidly rising rates of contact lens-related corneal infections in the long run. Utilising the strategy of storytelling, Easy on Your Eyes uses creative illustrations and humour to raise awareness on the prevalence of incorrect contact lens behaviour. It also highlights the severity and the target audience’s susceptibility to the consequences of non- compliant behaviour. In addition to featuring short stories on contact lens mishaps, the campaign also equips the target audience with informational collateral that encourage the target audience to integrate correct contact lens behaviour into their current lifestyles, to effect positive behavioural change in the long run. The objectives of the campaign have been met as the target audience indicated an intention to engage in correct contact lens behaviour. The post-campaign survey results and appraisals from the target audience, industry professionals, and healthcare organisations also indicate that campaign efforts have indeed led to attitudinal changes. This paper outlines the research that led to the conceptualisation of the campaign and its strategies. It also details the execution methods of the ongoing campaign, along with a preliminary campaign evaluation to assess the successes and learning points of the campaign thus far.
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:WKWSCI Student Reports (FYP/IA/PA/PI/CA)

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