dc.contributor.authorLeung, Ka Yun.
dc.contributor.authorMok, Amanda Xun Ying.
dc.contributor.authorHo, James Yuan Zhe.
dc.description.abstractShow of the Heart (SOTH) is a grounds-up initiative to create an effective and influential grassroots network amongst youth and young adult volunteers, with the ultimate goal of encouraging committed volunteers. Based on the literature and formative research, we defined a committed volunteer as one who is both selfless and willing to give of his or her time on a regular basis of at least one to two occasions a month.We crafted a volunteer recruitment and retention campaign by adapting Bussell and Forbes’ (2003) volunteer life cycle model with Hendrix and Hayes’s (2010) ROPE public relations process for problem solving. This was achieved in collaboration with several homes and hospices: HCA Hospice Care, Society for the Aged Sick and Kheng Chiu Loke Tin Kee Home. A training workshop was conducted at HCA Hospice Care to equip volunteers for a series of home visits, where they were able to put what they had learnt into practice. The workshop encouraged a confident mindset amongst the volunteers, thus helping to alleviate their hesitance and reducing subconscious cognitive barriers with regard to the elderly. The volunteers benefitted from a positive learning experience and expressed their willingness to continue volunteering in the future.en_US
dc.format.extent203 p.en_US
dc.rightsNanyang Technological University
dc.subjectDRNTU::Social sciences::Communication::Promotional communication::Communication campaignsen_US
dc.title“Show of the heart” volunteer recruitment and retention campaign.en_US
dc.typeFinal Year Project (FYP)en_US
dc.contributor.supervisorLee Chun Wah (WKW SCI)en_US
dc.contributor.schoolWee Kim Wee School of Communication and Informationen_US
dc.description.degreeCOMMUNICATION STUDIESen_US

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