Mo-Ments

Abstract

“Mo-Ments” is a digital-led strategic communications campaign to encourage young adults in Singapore to adopt stronger money management habits (comprised of four key pillars: saving, managing spending, budgeting, and credit/debt management).

The project was conceptualised on the back of growing financial challenges in Singapore coupled with the low penetration of money management behaviours among the young adult demographic (aged 18 to 30) here.

Through a combination of storytelling narratives, “Mo-Ments” communicated to its young adult target audience that money management is manageable and a powerful enabler in helping them to achieve their goals, thereby bolstering their confidence and commitment to the related behaviours. The campaign was a success in achieving both its impact and output objectives, with post-campaign survey respondents demonstrating increased knowledge, attitudes, and behavioural penetration of money management behaviours. The campaign also garnered overwhelmingly positive feedback from its campaign partner, DBS, as well as participants, with 86.7% of post-campaign survey respondents exposed to campaign material finding the campaign engaging.

The following report outlines the literature review, theoretical frameworks, formative research, campaign strategies, and campaign programming of the “Mo-Ments” campaign. We conclude with an evaluation of the effectiveness of the campaign, along with a discussion of implications, limitations, and recommendations.