Project ScreenSavers

Digital technology use is a topic relevant to every Singaporean, particularly with children aged 6 to 12 who are just starting to comprehend and utilize digital devices. Through targeting the core of the community with focus on parent-child learning, Screensavers was effective in raising awareness and promoting behavioural change in managing digital technology use.

Screensavers, a campaign led by three undergraduates from NTU’s Wee Kim Wee School of Communication, aims to educate parents and children on proper management of digital technology use.

The team conducted a survey focusing on “Parental Mediation of Digital Technology” on more than 500 parents of primary school students, and found that most primary school students use digital technology at home. And among the 95 per cent who use it, 85 per cent of them used it for leisure. Campaign elements were tested out at focus group discussions. Furthermore, the team consulted various experts including a psychologist, the director of MLC, Singapore Kindness Movement and other industry experts that provided more insights on children and digital technology. These collaborations increased the reliability of the campaign and aided in the team’s interactions with the target audience.

There were 3 phases to this project.

Phase 1: Awareness (Dec 2013 – Jan 2014)

A website ( and Facebook page ( which includes resources for target audience to download was created.

Booklets (8-pages) which includes suggestions for family activities, stories from parents and children was designed and printed.

A campaign media that features info graphics conveying the campaign’s messaging and interviews with parents and children was produced.

Phase 2: Engagement (Jan – Feb 2014)

The team visited libraries and primary schools with their exhibition booth and interactive game stations. Collaborated with Tanglin Secondary School where 58 student leaders joined them as Screensavers Ambassadors Worked with various parent bloggers who helped spread the campaign’s message.

Phase 3: Finale

The team held Screensavers’ Day Out! at the start of March school holidays weekend to cater to the target audience at Lot One Shoppers’ Mall. Tackling the issue of losing the crowd to other bigger child-related events, the team actively sent out event listings and distributed flyers to residents of the neighbouring blocks of Lot One Shoppers’ Mall.

Screensavers’ campaign achieved an extensive reach to their target audience with more than 1,900 pledges from children to adopt healthy digital habits and received coverage from 59 online and offline media sources, including Lianhe Zaobao, Shin Min Daily News and MyPaper.

Click here to read more about Screensavers tips for good internet usage.