The silver yarn project : campaign to promote intergenerational bonding between youths and grandparents
This paper presents the communication campaign “The Silver Yarn Project”, a movement to promote intergenerational bonding between youths and their grandparents by four final-year students from the Wee Kim Wee School of Communication and Information, Nanyang Technological University. Targeted at...
| Main Authors: | , , , |
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| Other Authors: | |
| Format: | Final Year Project (FYP) |
| Language: | English |
| Published: |
2013
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/52815 |
| _version_ | 1826124380263940096 |
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| author | Choong, Alan Jia Tang Koh, Regina Ai Li Teo, Nicholas Yong Kwang Wan, Sarah Yue Ying |
| author2 | Lee Chun Wah |
| author_facet | Lee Chun Wah Choong, Alan Jia Tang Koh, Regina Ai Li Teo, Nicholas Yong Kwang Wan, Sarah Yue Ying |
| author_sort | Choong, Alan Jia Tang |
| collection | NTU |
| description | This paper presents the communication campaign “The Silver Yarn Project”, a movement to promote intergenerational bonding between youths and their grandparents by four final-year students from the Wee Kim Wee School of Communication and Information, Nanyang Technological University.
Targeted at youths aged 19 to 26, the project employs the theme of storytelling to encourage youths to forge stronger bonds with their grandparents or elderly persons in their lives. The campaign is broken down into three key phases, employing the use of popular social media tools, physical outreach at universities and an outdoor event. Post campaign sustainability efforts to give the project longevity are also discussed.
This paper includes a summary of the primary and secondary research methods that shaped the campaign strategies. It also covers the creation of the communication plans, campaign tactics and its creative execution. An extensive evaluation of the campaign’s overall effectiveness is also discussed, and evaluation includes pre- and post-campaign surveys, metrics from both online physical publicity efforts and an analysis of media coverage.
The report will round off with an assessment of limitations and recommendations for the campaign. The appendix supplements the main text with original documents, collateral designs, detailed tables and charts. |
| first_indexed | 2024-10-01T06:19:40Z |
| format | Final Year Project (FYP) |
| id | ntu-10356/52815 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T06:19:40Z |
| publishDate | 2013 |
| record_format | dspace |
| spelling | ntu-10356/528152020-07-13T06:22:17Z The silver yarn project : campaign to promote intergenerational bonding between youths and grandparents Choong, Alan Jia Tang Koh, Regina Ai Li Teo, Nicholas Yong Kwang Wan, Sarah Yue Ying Lee Chun Wah Wee Kim Wee School of Communication and Information DRNTU::Social sciences::Communication::Promotional communication::Communication campaigns This paper presents the communication campaign “The Silver Yarn Project”, a movement to promote intergenerational bonding between youths and their grandparents by four final-year students from the Wee Kim Wee School of Communication and Information, Nanyang Technological University. Targeted at youths aged 19 to 26, the project employs the theme of storytelling to encourage youths to forge stronger bonds with their grandparents or elderly persons in their lives. The campaign is broken down into three key phases, employing the use of popular social media tools, physical outreach at universities and an outdoor event. Post campaign sustainability efforts to give the project longevity are also discussed. This paper includes a summary of the primary and secondary research methods that shaped the campaign strategies. It also covers the creation of the communication plans, campaign tactics and its creative execution. An extensive evaluation of the campaign’s overall effectiveness is also discussed, and evaluation includes pre- and post-campaign surveys, metrics from both online physical publicity efforts and an analysis of media coverage. The report will round off with an assessment of limitations and recommendations for the campaign. The appendix supplements the main text with original documents, collateral designs, detailed tables and charts. Bachelor of Communication Studies 2013-05-27T08:24:58Z 2013-05-27T08:24:58Z 2013 2013 Final Year Project (FYP) http://hdl.handle.net/10356/52815 en Nanyang Technological University 65 p. application/pdf application/pdf text/html |
| spellingShingle | DRNTU::Social sciences::Communication::Promotional communication::Communication campaigns Choong, Alan Jia Tang Koh, Regina Ai Li Teo, Nicholas Yong Kwang Wan, Sarah Yue Ying The silver yarn project : campaign to promote intergenerational bonding between youths and grandparents |
| title | The silver yarn project : campaign to promote intergenerational bonding between youths and grandparents |
| title_full | The silver yarn project : campaign to promote intergenerational bonding between youths and grandparents |
| title_fullStr | The silver yarn project : campaign to promote intergenerational bonding between youths and grandparents |
| title_full_unstemmed | The silver yarn project : campaign to promote intergenerational bonding between youths and grandparents |
| title_short | The silver yarn project : campaign to promote intergenerational bonding between youths and grandparents |
| title_sort | silver yarn project campaign to promote intergenerational bonding between youths and grandparents |
| topic | DRNTU::Social sciences::Communication::Promotional communication::Communication campaigns |
| url | http://hdl.handle.net/10356/52815 |
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