| Summary: | This paper presents the “Brick by Brick” campaign, a youth-led initiative by four final year
students from the Wee Kim Wee School of Communication and Information, Nanyang Technological University. Targeted at primarily youth and young adults aged 18-35, the public communication campaign aims to promote awareness about troubled and at-risk youth in Singapore, as well as the various organisations that have been set up to provide assistance and guidance to this group of youth, with particular focus on the efforts of Boys’ Town Singapore. The campaign also looks to contribute toward Boys’ Town’s fundraising efforts, mainly through the sale of locally designed merchandise, as they are undergoing a much-needed and financially intensive overhaul of their premises. The key strategies and communication channels that were put in place are documented in this following report. These measures helped to create a cohesive and successful campaign, which was able to meet its objectives. This paper provides conclusive research that helped to mould the direction of the campaign, strategies planned, execution of the strategies, as well as an evaluation of the campaign. The sustainability of the campaign will be highlighted, and the report will be concluded with recommendations on how the future implications of the campaign and how it can be further developed.
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