Heart to heart
Heart to Heart is Singapore’s first female-centric CPR and AED communication campaign that addresses out-of-hospital cardiac arrest (OHCA), a leading cause of death in Singapore. Targeted at female undergraduates untrained in CPR and AED skills, we aimed to increase their intention to perform bystan...
| Main Authors: | , , , |
|---|---|
| Other Authors: | |
| Format: | Final Year Project (FYP) |
| Language: | English |
| Published: |
Nanyang Technological University
2020
|
| Subjects: | |
| Online Access: | https://hdl.handle.net/10356/137525 |
| _version_ | 1826123839232278528 |
|---|---|
| author | Hong, Jeremy Xiang Shen Seah, Kimberly Yi Shan Tan, Grace Ser Lee Tan, Hazell Wen Xin |
| author2 | - |
| author_facet | - Hong, Jeremy Xiang Shen Seah, Kimberly Yi Shan Tan, Grace Ser Lee Tan, Hazell Wen Xin |
| author_sort | Hong, Jeremy Xiang Shen |
| collection | NTU |
| description | Heart to Heart is Singapore’s first female-centric CPR and AED communication campaign that addresses out-of-hospital cardiac arrest (OHCA), a leading cause of death in Singapore. Targeted at female undergraduates untrained in CPR and AED skills, we aimed to increase their intention to perform bystander support during OHCA incidents.
Guided by the Theory of Planned Behaviour (TPB), our pre-campaign research indicated that untrained female undergraduates believed they could not perform bystander support effectively, nor was there a perceived demand for them to perform it. These insights helped shape our strategic pillars - “Teach”, “Talk”, and “Train”. Through these pillars, our campaign highlighted the importance of every individual’s role in the bystander community and allowed them to build their CPR and AED knowledge and skills. This enabled them to be ready to perform bystander support in times of need. The mixed-media tactics used include [1] social media engagement, [2] innovative on-the-ground outreach events, [3] print collaterals, and [4] hands-on CPR and AED training sessions.
Our campaign’s reach and impact were evaluated through post-campaign surveys. Campaign exposure resulted in improvements in both the subjective norms and perceived behavioural control constructs of TPB, along with an increase in the intention to perform bystander support. In addition, 97 people from our target audience attended our CPR and AED training sessions. Training was found to play an important role in increasing bystander support readiness. Future campaigns can draw lessons from Heart to Heart and adapt strategies to improve bystander support, particularly for untapped groups like female youth. |
| first_indexed | 2024-10-01T06:11:12Z |
| format | Final Year Project (FYP) |
| id | ntu-10356/137525 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T06:11:12Z |
| publishDate | 2020 |
| publisher | Nanyang Technological University |
| record_format | dspace |
| spelling | ntu-10356/1375252022-07-14T06:04:37Z Heart to heart Hong, Jeremy Xiang Shen Seah, Kimberly Yi Shan Tan, Grace Ser Lee Tan, Hazell Wen Xin - Wee Kim Wee School of Communication and Information Ferdinand de Bakker fdebakker@ntu.edu.sg Social sciences::Communication::Promotional communication::Communication campaigns Heart to Heart is Singapore’s first female-centric CPR and AED communication campaign that addresses out-of-hospital cardiac arrest (OHCA), a leading cause of death in Singapore. Targeted at female undergraduates untrained in CPR and AED skills, we aimed to increase their intention to perform bystander support during OHCA incidents. Guided by the Theory of Planned Behaviour (TPB), our pre-campaign research indicated that untrained female undergraduates believed they could not perform bystander support effectively, nor was there a perceived demand for them to perform it. These insights helped shape our strategic pillars - “Teach”, “Talk”, and “Train”. Through these pillars, our campaign highlighted the importance of every individual’s role in the bystander community and allowed them to build their CPR and AED knowledge and skills. This enabled them to be ready to perform bystander support in times of need. The mixed-media tactics used include [1] social media engagement, [2] innovative on-the-ground outreach events, [3] print collaterals, and [4] hands-on CPR and AED training sessions. Our campaign’s reach and impact were evaluated through post-campaign surveys. Campaign exposure resulted in improvements in both the subjective norms and perceived behavioural control constructs of TPB, along with an increase in the intention to perform bystander support. In addition, 97 people from our target audience attended our CPR and AED training sessions. Training was found to play an important role in increasing bystander support readiness. Future campaigns can draw lessons from Heart to Heart and adapt strategies to improve bystander support, particularly for untapped groups like female youth. Bachelor of Communication Studies 2020-03-31T07:52:20Z 2020-03-31T07:52:20Z 2020 Final Year Project (FYP) https://hdl.handle.net/10356/137525 en CS/19/046 application/pdf Nanyang Technological University |
| spellingShingle | Social sciences::Communication::Promotional communication::Communication campaigns Hong, Jeremy Xiang Shen Seah, Kimberly Yi Shan Tan, Grace Ser Lee Tan, Hazell Wen Xin Heart to heart |
| title | Heart to heart |
| title_full | Heart to heart |
| title_fullStr | Heart to heart |
| title_full_unstemmed | Heart to heart |
| title_short | Heart to heart |
| title_sort | heart to heart |
| topic | Social sciences::Communication::Promotional communication::Communication campaigns |
| url | https://hdl.handle.net/10356/137525 |
| work_keys_str_mv | AT hongjeremyxiangshen hearttoheart AT seahkimberlyyishan hearttoheart AT tangraceserlee hearttoheart AT tanhazellwenxin hearttoheart |