The lunchbox movement : better your life, one lunch at a time

Abstract

This paper presents "The Lunchbox Movement: Better your life, one lunch at a time", a campaign initiated by four final year students from the Wee Kim Wee School of Communication and Information, Nanyang Technological University. The campaign aimed to promote healthy eating habits through the consumption of home-packed lunches at least twice a week, among university students.

The paper provides key summaries of primary and secondary research that influenced the campaign’s messaging, strategies, and tactics. On top of literature reviews, a survey study was conducted to gain deeper understanding of Singaporeans’ current eating behaviours and their perception towards both eating out and eating home-packed lunches.

Based on formative research findings, the campaign’s strategy was designed to effect change in attitudes, self-efficacy, and behaviour. Campaign outreach activities were organised to carry across the key messages of the campaign. While offline efforts directly engaged the audience to form intentions to carry out the desired behaviour, online platforms were mainly utilised to promote the campaign’s key messages and to reach out to the target audience.

The paper concludes with an evaluation of the campaign’s objectives through analysis of post-campaign survey, outcome and output objectives, media coverage, and appraisals from stakeholders. Future directions for the campaign will also be elaborated on. The campaign’s collaterals, photos, correspondence, as well as lists and tables detailing its execution can be found in the appendices.