Trust your gut

• Main Authors: Ang, Wei Lin, Chan, Jason Qing Xiang, Tan, Eunice En Qi, Low, Jia Wen
• 其他作者: Chen Lou
• 格式: Final Year Project
• 語言: English
• 出版: Nanyang Technological University 2025
• 主題: Social Sciences; Gut health; Communications
• 在線閱讀: https://hdl.handle.net/10356/183307

Trust Your Gut is a health communication campaign aimed at raising awareness about gut health among Singapore's young adults. Singaporeans tend to exhibit poor understanding of the topic (Lim et al, 2021) and poor gut health can contribute to the development of gastrointestinal disorders, a weakened immune system (Zhang et. al., 2015) and colorectal or gastric cancer if left untreated (Teo, 2024). Recognising this knowledge gap and the human inclination to act only when symptoms appear, the campaign sought to educate and engage Young Adults aged 18-35. This group possess lifestyle and diet habits that leave them most susceptible to poor gut health. Their heavy social media use makes them more likely to encounter and internalise misconceptions. Gathering key insights from expert interviews and surveys, the campaign’s key messages and strategies were devised to foster long-term behaviour changes and promote gut health awareness. The campaign was divided into three phases: (1) Providing bite-sized information to reinforce knowledge, (2) Encouraging gut-healthy behavioural changes, and (3) Sustenance of long-term habits. Spanning from October 2024 to March 2025, key campaign tactics included social media content, microsite and the creation of The Gut Cart – an interactive pushcart activation bringing gut health education to life. Five mobile activations were held, including SCS’s CAmpung Festival 2025 graced by Senior Minister of State, Mr Tan Kiat How. The campaign garnered over 26,000 online impressions and engaged 873 young adults on-ground. Overall, the campaign saw success in promoting gut health to the vulnerable target group and showed potential to gain more recognition as a widespread health issue.