Project this ability : a campaign introducing disability sports to people with physical disabilities in Singapore

Abstract

Project This Ability (PTA) is a communications campaign aimed at promoting sports for Persons with Disabilities (PWDs) aged 18-25. As PWDs are more susceptible to secondary health conditions, experts recommend sports for its benefits on PWDs’ mental, physical and social well-being. Framed by the Theory of Planned Behaviour (TPB), the campaign leveraged on role-modelling and social norming theories in their campaign tactics and messages, which resulted in a unique packaging of sports as a fun, recreational activity for one to partake with friends. PTA’s mixed-media tactics include: (1) International Symbol of Access (ISOA) Sign Takeover, (2) a micro-film, (3) Information Portal, (4) Para-Sports Day, and (5) social media assets. Evaluation of the campaign’s affective outcomes found that social influence had a positive impact on changing PWDs’ attitude towards sports. It was also found that exposure to the campaign resulted in a significant improvement in all constructs of the TPB, specifically PWDs’ attitudes, subjective norms, perceived behavioural control and behavioural intentions with respect to sports participation. However, no significant dose-response relationship was found between level of campaign visibility and the aforementioned constructs. Nonetheless, it is worthy to note that around 43% of PWDs who attended the Para-Sports Day signed up to join existing disability sports programs. Drawing lessons from the PTA campaign, future campaigners can apply similar strategies in promoting health-related behaviour, especially when pertaining to group related activities such as sports.