SunWise : promoting proper sun protection habits among children
SunWise is a pioneering public health communication campaign that empowers parents as influential figures to cultivate proper sun protection habits among their children. With a digital-focused outreach and adoption of gamification as the core messaging framework, SunWise achieved significant changes...
| Main Authors: | , , , |
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| Other Authors: | |
| Format: | Final Year Project (FYP) |
| Language: | English |
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Nanyang Technological University
2020
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| Subjects: | |
| Online Access: | https://hdl.handle.net/10356/137490 |
| _version_ | 1811685208047484928 |
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| author | Hoe, Jasmine Li Min Khoo, Crystalbel Hui Ting Li, Yanqing Soh, Wan Fang |
| author2 | Arul Indrasen Chib |
| author_facet | Arul Indrasen Chib Hoe, Jasmine Li Min Khoo, Crystalbel Hui Ting Li, Yanqing Soh, Wan Fang |
| author_sort | Hoe, Jasmine Li Min |
| collection | NTU |
| description | SunWise is a pioneering public health communication campaign that empowers parents as influential figures to cultivate proper sun protection habits among their children. With a digital-focused outreach and adoption of gamification as the core messaging framework, SunWise achieved significant changes among its target group. Based on quantitative post-campaign analysis, behavioural variables exceeded targets by over 60%, largely attributed to significantly reduced perceived barriers (by 30.05%) due to gamification. As a whole, SunWise amassed a total of 475,103 reach, impressions and engagements across both online and offline platforms, garnered more than 500,000 earned impressions from online media coverage and accumulated a total of $72,000 in PR value. To do so, the team was guided by an adapted Health Belief Model and conducted intensive quantitative baseline (n = 171) and post-campaign surveys (n = 110), as well as qualitative in-depth interviews with 10 parents. SunWise also formed strategic partnerships with Singapore Cancer Society and Sunplay Singapore to support the campaign’s pillars. This paper details the campaign’s process and achievements, as well as the significance of various constructs of the HBM, namely perceived barriers, perceived severity and cues to action when looking to tackle similar issues in the future. |
| first_indexed | 2024-10-01T04:40:52Z |
| format | Final Year Project (FYP) |
| id | ntu-10356/137490 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T04:40:52Z |
| publishDate | 2020 |
| publisher | Nanyang Technological University |
| record_format | dspace |
| spelling | ntu-10356/1374902020-03-31T02:12:28Z SunWise : promoting proper sun protection habits among children Hoe, Jasmine Li Min Khoo, Crystalbel Hui Ting Li, Yanqing Soh, Wan Fang Arul Indrasen Chib Wee Kim Wee School of Communication and Information arulchib@ntu.edu.sg Social sciences::Communication::Communication theories and models Social sciences::Communication::Promotional communication SunWise is a pioneering public health communication campaign that empowers parents as influential figures to cultivate proper sun protection habits among their children. With a digital-focused outreach and adoption of gamification as the core messaging framework, SunWise achieved significant changes among its target group. Based on quantitative post-campaign analysis, behavioural variables exceeded targets by over 60%, largely attributed to significantly reduced perceived barriers (by 30.05%) due to gamification. As a whole, SunWise amassed a total of 475,103 reach, impressions and engagements across both online and offline platforms, garnered more than 500,000 earned impressions from online media coverage and accumulated a total of $72,000 in PR value. To do so, the team was guided by an adapted Health Belief Model and conducted intensive quantitative baseline (n = 171) and post-campaign surveys (n = 110), as well as qualitative in-depth interviews with 10 parents. SunWise also formed strategic partnerships with Singapore Cancer Society and Sunplay Singapore to support the campaign’s pillars. This paper details the campaign’s process and achievements, as well as the significance of various constructs of the HBM, namely perceived barriers, perceived severity and cues to action when looking to tackle similar issues in the future. Bachelor of Communication Studies 2020-03-31T02:12:28Z 2020-03-31T02:12:28Z 2020 Final Year Project (FYP) https://hdl.handle.net/10356/137490 en CS/19/031 application/pdf application/pdf Nanyang Technological University |
| spellingShingle | Social sciences::Communication::Communication theories and models Social sciences::Communication::Promotional communication Hoe, Jasmine Li Min Khoo, Crystalbel Hui Ting Li, Yanqing Soh, Wan Fang SunWise : promoting proper sun protection habits among children |
| title | SunWise : promoting proper sun protection habits among children |
| title_full | SunWise : promoting proper sun protection habits among children |
| title_fullStr | SunWise : promoting proper sun protection habits among children |
| title_full_unstemmed | SunWise : promoting proper sun protection habits among children |
| title_short | SunWise : promoting proper sun protection habits among children |
| title_sort | sunwise promoting proper sun protection habits among children |
| topic | Social sciences::Communication::Communication theories and models Social sciences::Communication::Promotional communication |
| url | https://hdl.handle.net/10356/137490 |
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