Project this ability : a campaign introducing disability sports to people with physical disabilities in Singapore
Project This Ability (PTA) is a communications campaign aimed at promoting sports for Persons with Disabilities (PWDs) aged 18-25. As PWDs are more susceptible to secondary health conditions, experts recommend sports for its benefits on PWDs’ mental, physical and social well-being. Framed by the...
| 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/10356/69892 |
| _version_ | 1826121614148763648 |
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| author | Hau, Jeremy Wen Xin Chua, Joey Siok Min Tan, Samantha Xiao Hui Wang, Collin Yongsheng |
| author2 | Lee Chun Wah |
| author_facet | Lee Chun Wah Hau, Jeremy Wen Xin Chua, Joey Siok Min Tan, Samantha Xiao Hui Wang, Collin Yongsheng |
| author_sort | Hau, Jeremy Wen Xin |
| collection | NTU |
| description | Project This Ability (PTA) is a communications campaign aimed at promoting sports
for Persons with Disabilities (PWDs) aged 18-25. As PWDs are more susceptible to
secondary health conditions, experts recommend sports for its benefits on PWDs’ mental,
physical and social well-being. Framed by the Theory of Planned Behaviour (TPB), the
campaign leveraged on role-modelling and social norming theories in their campaign tactics
and messages, which resulted in a unique packaging of sports as a fun, recreational activity
for one to partake with friends. PTA’s mixed-media tactics include: (1) International Symbol
of Access (ISOA) Sign Takeover, (2) a micro-film, (3) Information Portal, (4) Para-Sports
Day, and (5) social media assets. Evaluation of the campaign’s affective outcomes found that
social influence had a positive impact on changing PWDs’ attitude towards sports. It was also
found that exposure to the campaign resulted in a significant improvement in all constructs of
the TPB, specifically PWDs’ attitudes, subjective norms, perceived behavioural control and
behavioural intentions with respect to sports participation. However, no significant dose-response
relationship was found between level of campaign visibility and the aforementioned
constructs. Nonetheless, it is worthy to note that around 43% of PWDs who attended the
Para-Sports Day signed up to join existing disability sports programs. Drawing lessons from
the PTA campaign, future campaigners can apply similar strategies in promoting health-related
behaviour, especially when pertaining to group related activities such as sports. |
| first_indexed | 2024-10-01T05:35:05Z |
| format | Final Year Project (FYP) |
| id | ntu-10356/69892 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T05:35:05Z |
| publishDate | 2017 |
| record_format | dspace |
| spelling | ntu-10356/698922019-12-10T14:36:33Z Project this ability : a campaign introducing disability sports to people with physical disabilities in Singapore Hau, Jeremy Wen Xin Chua, Joey Siok Min Tan, Samantha Xiao Hui Wang, Collin Yongsheng Lee Chun Wah Wee Kim Wee School of Communication and Information DRNTU::Social sciences Project This Ability (PTA) is a communications campaign aimed at promoting sports for Persons with Disabilities (PWDs) aged 18-25. As PWDs are more susceptible to secondary health conditions, experts recommend sports for its benefits on PWDs’ mental, physical and social well-being. Framed by the Theory of Planned Behaviour (TPB), the campaign leveraged on role-modelling and social norming theories in their campaign tactics and messages, which resulted in a unique packaging of sports as a fun, recreational activity for one to partake with friends. PTA’s mixed-media tactics include: (1) International Symbol of Access (ISOA) Sign Takeover, (2) a micro-film, (3) Information Portal, (4) Para-Sports Day, and (5) social media assets. Evaluation of the campaign’s affective outcomes found that social influence had a positive impact on changing PWDs’ attitude towards sports. It was also found that exposure to the campaign resulted in a significant improvement in all constructs of the TPB, specifically PWDs’ attitudes, subjective norms, perceived behavioural control and behavioural intentions with respect to sports participation. However, no significant dose-response relationship was found between level of campaign visibility and the aforementioned constructs. Nonetheless, it is worthy to note that around 43% of PWDs who attended the Para-Sports Day signed up to join existing disability sports programs. Drawing lessons from the PTA campaign, future campaigners can apply similar strategies in promoting health-related behaviour, especially when pertaining to group related activities such as sports. Bachelor of Communication Studies 2017-03-30T12:54:53Z 2017-03-30T12:54:53Z 2017 Final Year Project (FYP) http://hdl.handle.net/10356/69892 en Nanyang Technological University 428 p. application/pdf |
| spellingShingle | DRNTU::Social sciences Hau, Jeremy Wen Xin Chua, Joey Siok Min Tan, Samantha Xiao Hui Wang, Collin Yongsheng Project this ability : a campaign introducing disability sports to people with physical disabilities in Singapore |
| title | Project this ability : a campaign introducing disability sports to people with physical disabilities in Singapore |
| title_full | Project this ability : a campaign introducing disability sports to people with physical disabilities in Singapore |
| title_fullStr | Project this ability : a campaign introducing disability sports to people with physical disabilities in Singapore |
| title_full_unstemmed | Project this ability : a campaign introducing disability sports to people with physical disabilities in Singapore |
| title_short | Project this ability : a campaign introducing disability sports to people with physical disabilities in Singapore |
| title_sort | project this ability a campaign introducing disability sports to people with physical disabilities in singapore |
| topic | DRNTU::Social sciences |
| url | http://hdl.handle.net/10356/69892 |
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