dc.contributor.authorChin, Yan Zhang
dc.contributor.authorGong, Rachel Hsien-Ying
dc.contributor.authorLi, Zhengliang
dc.contributor.authorBranson, Samantha Ann
dc.description.abstractThe Big Dollar Rescue is a youth-for-youth advertising campaign for International Non-Governmental Organisation (NGO), Save the Children, by four final-year students from the Wee Kim Wee School of Communication and Information. Targeted at university and polytechnic students aged 17-26, it aims to show how much Singaporeans can do to help suffering children in emergency situations like Typhoon Haiyan and the Syrian Civil War, especially with the strength of the Singapore Dollar (Singdollar) today. This paper presents the primary and secondary research undertaken to guide the conceptualisation and development of the campaign’s strategies and tactics, as well as details of its execution and evaluation. Please refer to the appendices for inventories of all campaign collateral, including but not limited to: surveys, photo illustrations of all tactics, letters of certification and appreciation, and media clippings.en_US
dc.format.extent363 p.en_US
dc.rightsNanyang Technological University
dc.subjectDRNTU::Social sciences::Communicationen_US
dc.subjectDRNTU::Social sciences::Mass mediaen_US
dc.subjectDRNTU::Social sciences::Mass media::Media planningen_US
dc.subjectDRNTU::Social sciences::Communication::Promotional communicationen_US
dc.subjectDRNTU::Social sciences::Communication::Promotional communication::Integrated marketing communicationsen_US
dc.subjectDRNTU::Social sciences::Communication::Promotional communication::Communication campaignsen_US
dc.titleThe big dollar rescueen_US
dc.typeFinal Year Project (FYP)en_US
dc.contributor.schoolWee Kim Wee School of Communication and Informationen_US
dc.description.degreeBachelor of Communication Studiesen_US
dc.contributor.organizationSave the Childrenen_US
dc.contributor.supervisor2Timothy Clarken_US

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