Paint the town red

This paper presents Paint the Town Red (PTTR), the first youth-initiated integrated communication campaign in Singapore that aims to raise awareness and reduce stigma about HIV among youths, organised by four final year students from the Wee Kim Wee School of Communication and Information. Targeted at youths aged 18 – 28, the campaign strays from conventionally conservative pedagogy in public schools, and seeks to educate and correct outdated and false beliefs about HIV, a well as reduce the stigma and cultivate support for people living with HIV. By making use of a mixed communications model, as well as interactive platforms such as an exhibit and a panel discussion with relevant opinion leaders, PTTR strives to challenge the negative perceptions of HIV and people living with HIV among youths in Singapore. This paper summarises the primary and secondary research that was used to formulate key campaign strategies. It outlines the process from creative conception to execution of the campaign initiatives, and evaluates the tactical and strategic effectiveness of the campaign through extensive evaluative measures. The evaluation includes pre-campaign and post-event surveys, metrics from online and mass media publications, an analysis of media coverage attained, and appraisals from partners and sponsors. This report also provides future recommendations for the continuation of the campaign’s initiatives for raising awareness among youths. Detailed appendices that support the main text with graphs, tables, and charts, as well as original collateral designs are accompanied for further reference.Bachelor of Communication Studie