Ride right
Ride Right is a communications campaign which aims to promote the safety of road cyclists aged 21 to 55 in Singapore. Based on extensive literature review and formative research, there is a lack of initiatives which specifically aim to advocate for the safety of road cyclists. The project aimed to r...
| Main Authors: | , , , |
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| Other Authors: | |
| Format: | Final Year Project (FYP) |
| Language: | English |
| Published: |
Nanyang Technological University
2022
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| Subjects: | |
| Online Access: | https://hdl.handle.net/10356/155861 |
| _version_ | 1811696196778983424 |
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| author | Chen, Huizhu Ng, Bernice Jing Rong Lu, Zhuoyi Ng, Shanna Wen Wei |
| author2 | Edmund Lee Wei Jian |
| author_facet | Edmund Lee Wei Jian Chen, Huizhu Ng, Bernice Jing Rong Lu, Zhuoyi Ng, Shanna Wen Wei |
| author_sort | Chen, Huizhu |
| collection | NTU |
| description | Ride Right is a communications campaign which aims to promote the safety of road cyclists aged 21 to 55 in Singapore. Based on extensive literature review and formative research, there is a lack of initiatives which specifically aim to advocate for the safety of road cyclists. The project aimed to reduce the frequency of rule-breaking and eventually increase the safety of cyclists on the road by targeting the knowledge, attitude, and behaviour levels of cyclists. The team chose to execute the campaign in an engaging and fun manner to increase understanding of traffic rules and their importance through Ride Right’s social media pages and the rideright.sg website. The team also organised a Christmas-themed GPS art event on Strava - Ride with Rudolph - to provide the target audience with a platform to enact safe cycling behaviour. The campaign successfully increased knowledge and behaviour scores by 17.7% and 3.41% respectively. Additionally, the campaign also achieved a positive achievement index of 10 out of 16 of its output objectives. |
| first_indexed | 2024-10-01T07:35:31Z |
| format | Final Year Project (FYP) |
| id | ntu-10356/155861 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T07:35:31Z |
| publishDate | 2022 |
| publisher | Nanyang Technological University |
| record_format | dspace |
| spelling | ntu-10356/1558612023-03-05T16:16:45Z Ride right Chen, Huizhu Ng, Bernice Jing Rong Lu, Zhuoyi Ng, Shanna Wen Wei Edmund Lee Wei Jian Ho Pei Seah Karen Wee Kim Wee School of Communication and Information karen.ho@ntu.edu.sg, edmundlee@ntu.edu.sg Social sciences::Communication Ride Right is a communications campaign which aims to promote the safety of road cyclists aged 21 to 55 in Singapore. Based on extensive literature review and formative research, there is a lack of initiatives which specifically aim to advocate for the safety of road cyclists. The project aimed to reduce the frequency of rule-breaking and eventually increase the safety of cyclists on the road by targeting the knowledge, attitude, and behaviour levels of cyclists. The team chose to execute the campaign in an engaging and fun manner to increase understanding of traffic rules and their importance through Ride Right’s social media pages and the rideright.sg website. The team also organised a Christmas-themed GPS art event on Strava - Ride with Rudolph - to provide the target audience with a platform to enact safe cycling behaviour. The campaign successfully increased knowledge and behaviour scores by 17.7% and 3.41% respectively. Additionally, the campaign also achieved a positive achievement index of 10 out of 16 of its output objectives. Bachelor of Communication Studies 2022-03-24T02:59:00Z 2022-03-24T02:59:00Z 2022 Final Year Project (FYP) Chen, H., Ng, B. J. R., Lu, Z. & Ng, S. W. W. (2022). Ride right. Final Year Project (FYP), Nanyang Technological University, Singapore. https://hdl.handle.net/10356/155861 https://hdl.handle.net/10356/155861 en CS/21/012 application/pdf application/pdf Nanyang Technological University |
| spellingShingle | Social sciences::Communication Chen, Huizhu Ng, Bernice Jing Rong Lu, Zhuoyi Ng, Shanna Wen Wei Ride right |
| title | Ride right |
| title_full | Ride right |
| title_fullStr | Ride right |
| title_full_unstemmed | Ride right |
| title_short | Ride right |
| title_sort | ride right |
| topic | Social sciences::Communication |
| url | https://hdl.handle.net/10356/155861 |
| work_keys_str_mv | AT chenhuizhu rideright AT ngbernicejingrong rideright AT luzhuoyi rideright AT ngshannawenwei rideright |