| Summary: | #CanOneLah! is a communication campaign that aims to improve digital literacy among low-income seniors aged 60 to 85 through social support. Low-income seniors struggle to benefit from existing mass-approach digital literacy initiatives as they are often not tailored to their specific needs, resulting in many being left behind as Singapore collectively works towards being a Smart Nation. This digital divide has been amplified by the COVID-19 pandemic, where online communication became a necessity.
Based on our research findings, low-income seniors had lower mean scores in the use of basic communication tools than middle to higher-income seniors. Our research also revealed that a socially supportive environment was a factor in motivating them to pick up digital literacy.
As such, #CanOneLah! sought to bridge this digital divide by designing an initiative that focuses on foundational digital communication tools and using social support as a motivator. Online and offline tactics leveraging audio-visual aids and colloquial language with an emphasis on social support were created to achieve our objective. Guided by the Theory of Planned Behaviour, the campaign resulted in a significant increase in perceived behavioural control and subjective norm for our target audience. We helped a total of over 100 low-income seniors to learn digital skills, demonstrating #CanOneLah!’s effectiveness in helping low-income seniors digitize.
Learnings from the campaign provide recommendations for future digital literacy initiatives focused on seniors in Singapore. We hope that #CanOneLah! is the beginning of many more community initiatives that support vulnerable seniors as they embark on their digital journeys.
|
|---|