Floss forward : don't just brush off
This paper presents Floss Forward, an oral health communication campaign by four final year undergraduate students of Week Kim Wee School of Communication and Information (WKWSCI), Nanyang Technological University’s (NTU). Gum disease and other oral health-related problems such as dental carie...
| Main Authors: | , , , |
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| Other Authors: | |
| Format: | Final Year Project (FYP) |
| Language: | English |
| Published: |
2017
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/69886 |
| _version_ | 1826112228536877056 |
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| author | Debra, Geeta Rajwani Lee, Cody Jun Teng M Kamini, Manivannan Zhang, Yiyao |
| author2 | Lee Chun Wah |
| author_facet | Lee Chun Wah Debra, Geeta Rajwani Lee, Cody Jun Teng M Kamini, Manivannan Zhang, Yiyao |
| author_sort | Debra, Geeta Rajwani |
| collection | NTU |
| description | This paper presents Floss Forward, an oral health communication campaign by four final
year undergraduate students of Week Kim Wee School of Communication and Information
(WKWSCI), Nanyang Technological University’s (NTU).
Gum disease and other oral health-related problems such as dental caries, and tooth decay
is increasingly prevalent globally and in Singapore. In order to gain a clear understanding of the
oral health landscape in Singapore, two quantitative surveys were conducted during the
formative research. The surveys aimed to find out self-efficacy levels in individuals with regards
to flossing, as well as general perceptions of the habit and barriers to action.
In line with our research findings, a three-pronged strategy utilising social norms, tailored
content and an interactive campaign approach were adopted to communicate the importance of
flossing, its benefits and the potential implications of neglecting the habit,. A multi-touch point
strategy using both online and offline tactics were implemented in the campaign. To ensure the
credibility of the posts and their accompanying messages, content was vetted through by
Singapore Dental Association and endorsed by the campaign’s main sponsor, Pearlie White.
The paper’s conclusion evaluates the campaign through a post-campaign questionnaire,
coupled with a media performance analysis for both our online and offline elements. Appraisals
from stakeholders are also taken into account in determining the effectiveness of the campaign,
and future plans beyond the campaign’s timeline were also highlighted. Visuals of the
campaign’s execution, collaterals and partnerships can be found in the appendices. |
| first_indexed | 2024-10-01T03:03:32Z |
| format | Final Year Project (FYP) |
| id | ntu-10356/69886 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T03:03:32Z |
| publishDate | 2017 |
| record_format | dspace |
| spelling | ntu-10356/698862019-12-10T12:43:03Z Floss forward : don't just brush off Debra, Geeta Rajwani Lee, Cody Jun Teng M Kamini, Manivannan Zhang, Yiyao Lee Chun Wah Wee Kim Wee School of Communication and Information Kim Hye Kyung Lee Chun Wah DRNTU::Business::Advertising::Advertising method DRNTU::Social sciences::Communication::Promotional communication::Communication campaigns DRNTU::Social sciences::Communication::Communication theories and models DRNTU::Social sciences::Communication::Promotional communication::Integrated marketing communications This paper presents Floss Forward, an oral health communication campaign by four final year undergraduate students of Week Kim Wee School of Communication and Information (WKWSCI), Nanyang Technological University’s (NTU). Gum disease and other oral health-related problems such as dental caries, and tooth decay is increasingly prevalent globally and in Singapore. In order to gain a clear understanding of the oral health landscape in Singapore, two quantitative surveys were conducted during the formative research. The surveys aimed to find out self-efficacy levels in individuals with regards to flossing, as well as general perceptions of the habit and barriers to action. In line with our research findings, a three-pronged strategy utilising social norms, tailored content and an interactive campaign approach were adopted to communicate the importance of flossing, its benefits and the potential implications of neglecting the habit,. A multi-touch point strategy using both online and offline tactics were implemented in the campaign. To ensure the credibility of the posts and their accompanying messages, content was vetted through by Singapore Dental Association and endorsed by the campaign’s main sponsor, Pearlie White. The paper’s conclusion evaluates the campaign through a post-campaign questionnaire, coupled with a media performance analysis for both our online and offline elements. Appraisals from stakeholders are also taken into account in determining the effectiveness of the campaign, and future plans beyond the campaign’s timeline were also highlighted. Visuals of the campaign’s execution, collaterals and partnerships can be found in the appendices. Bachelor of Communication Studies 2017-03-30T12:24:43Z 2017-03-30T12:24:43Z 2017 Final Year Project (FYP) http://hdl.handle.net/10356/69886 en Nanyang Technological University 228 p. application/pdf application/pdf |
| spellingShingle | DRNTU::Business::Advertising::Advertising method DRNTU::Social sciences::Communication::Promotional communication::Communication campaigns DRNTU::Social sciences::Communication::Communication theories and models DRNTU::Social sciences::Communication::Promotional communication::Integrated marketing communications Debra, Geeta Rajwani Lee, Cody Jun Teng M Kamini, Manivannan Zhang, Yiyao Floss forward : don't just brush off |
| title | Floss forward : don't just brush off |
| title_full | Floss forward : don't just brush off |
| title_fullStr | Floss forward : don't just brush off |
| title_full_unstemmed | Floss forward : don't just brush off |
| title_short | Floss forward : don't just brush off |
| title_sort | floss forward don t just brush off |
| topic | DRNTU::Business::Advertising::Advertising method DRNTU::Social sciences::Communication::Promotional communication::Communication campaigns DRNTU::Social sciences::Communication::Communication theories and models DRNTU::Social sciences::Communication::Promotional communication::Integrated marketing communications |
| url | http://hdl.handle.net/10356/69886 |
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