Get your bottoms up!

This paper presents Get Your Bottoms Up!, the first-ever student-led campaign to address the widespread occupational prolonged sitting behaviour among desk-bound office workers in Singapore. This was done through three phases which encompassed awareness tactics, online efforts, roadshows, talks and workshops. The active promotion of the campaign’s recommended deskercises (i.e desk exercises) thus aimed to increase awareness of the health risks of prolonged sitting, reframe the value of taking active breaks as a non-disruptive behaviour, and empower office workers with the knowledge and skills to be more active at work. This paper details the primary and secondary research that shaped key campaign strategies. It outlines the process from campaign conception to execution of communication strategies and examines the overall effectiveness of the campaign tactics through extensive evaluation. Evaluation also includes the various difficulties met and achievements accomplished through the journey, future recommendations for the campaign and subsequent plans to further promote deskercises in Singapore.Bachelor of Communication Studie