#CanOneLah!
#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, resulti...
| Main Authors: | , , , |
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| Format: | Final Year Project (FYP) |
| Language: | English |
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Nanyang Technological University
2021
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| Subjects: | |
| Online Access: | https://hdl.handle.net/10356/147203 |
| _version_ | 1826120771327492096 |
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| author | Wee, Ann Lee, Grace Jia En Lee, Febby Jia Qian Vijayahkumar, Rishiikanthan |
| author2 | Kim Hye Kyung |
| author_facet | Kim Hye Kyung Wee, Ann Lee, Grace Jia En Lee, Febby Jia Qian Vijayahkumar, Rishiikanthan |
| author_sort | Wee, Ann |
| collection | NTU |
| description | #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. |
| first_indexed | 2024-10-01T05:21:52Z |
| format | Final Year Project (FYP) |
| id | ntu-10356/147203 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T05:21:52Z |
| publishDate | 2021 |
| publisher | Nanyang Technological University |
| record_format | dspace |
| spelling | ntu-10356/1472032023-03-05T16:08:26Z #CanOneLah! Wee, Ann Lee, Grace Jia En Lee, Febby Jia Qian Vijayahkumar, Rishiikanthan Kim Hye Kyung Wee Kim Wee School of Communication and Information HKKim@ntu.edu.sg Social sciences::Communication #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. Bachelor of Communication Studies 2021-03-26T03:12:37Z 2021-03-26T03:12:37Z 2021 Final Year Project (FYP) Wee, A., Lee, G. J. E., Lee, F. J. Q. & Vijayahkumar, R. (2021). #CanOneLah!. Final Year Project (FYP), Nanyang Technological University, Singapore. https://hdl.handle.net/10356/147203 https://hdl.handle.net/10356/147203 en CS20042 application/pdf application/pdf application/pdf Nanyang Technological University |
| spellingShingle | Social sciences::Communication Wee, Ann Lee, Grace Jia En Lee, Febby Jia Qian Vijayahkumar, Rishiikanthan #CanOneLah! |
| title | #CanOneLah! |
| title_full | #CanOneLah! |
| title_fullStr | #CanOneLah! |
| title_full_unstemmed | #CanOneLah! |
| title_short | #CanOneLah! |
| title_sort | canonelah |
| topic | Social sciences::Communication |
| url | https://hdl.handle.net/10356/147203 |
| work_keys_str_mv | AT weeann canonelah AT leegracejiaen canonelah AT leefebbyjiaqian canonelah AT vijayahkumarrishiikanthan canonelah |