| Summary: | To address the lack of public awareness regarding the severity of an aging population in Singapore by 2030, this paper examines the possibility of instituting an integrated communications campaign as a complementary solution to present government policies. Preliminary research concludes that there is a need for Singaporeans to be aware of the problems of an aging society. As a solution, our campaign involves the use of print, television, radio and event management in a concreted approach to address a national audience. In view of the fact that the Ministry of Community Development is considering a more comprehensive, holistic and integrated approach in dealing with the aging problem, the proposed campaign will be recommended to the ministry. This is a pilot effort in generating greater national consciousness and promoting the need for the individual to prepare for elderly independence today.
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