| Summary: | No Mo’ FOMO is a communication campaign that aims to encourage young adults aged 21 to 30 living in Singapore to manage the Fear of Missing Out (FOMO) through mindful living habits. Despite its prevalence and severity, FOMO has not been addressed by any past or current mental health campaigns. Through a comprehensive literature review, the study identifies the affective and cognitive components of FOMO, and its negative effects on psychological and physical well-being.
Guided by the Integrated Model of Behavioural Prediction, the campaign’s formative research employed a three-pronged approach: in-depth interviews, interviews with mental health experts, and a quantitative pre-campaign survey. This was done to understand the target audience's perceptions towards FOMO and mindful living. Findings from the formative research guided the campaign’s communication plan with four primary goals: (1) increasing knowledge of FOMO, (2) increasing negative attitudes regarding FOMO, (3) increasing the perceived severity of FOMO, and (4) encouraging the adoption of mindful living to manage FOMO.
The campaign execution involves a hybrid of online social media engagement and offline activations, such as university roadshows and workshops. The success of the campaign is reflected by its combined impressions of 45,547 across owned channels, $28,800 in PR value and 632 attendees across all physical activations.
The campaign achieved a 16.33% increase in knowledge about FOMO and 21.14% increase in behavioural intentional to manage FOMO through mindful living. The findings and suggestions from the campaign can be used as a reference for future mental health campaigns in Singapore.
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