AbstractsPsychology

This project describes a reception analysis of Mission H2O. It is a campaign regarding water waste targeting tweens (children from 10 to 14 years old) as the primary target group and their parents as the secondary. Since water waste is a serious problem and most water is used within households, it is important to inform people of how they can reduce their water usage. Two posters were developed to attract attention from tweens. Moreover, a mockup app was created, which consisted of different categories of the household in which users could input data. In addition, there was a Quiz section in the app where users could learn more about saving water and a Win section where they would be able to participate to win prizes. The campaign was presented in two schools in Denmark and a survey was developed to gain a general understanding of what the target group thought about the campaign. Furthermore, a focus group interview with four tweens was conducted to get a more in-depth understanding. Survey results were analyzed with SPSS Statistics and the focus group interviews were transcribed and analyzed. Results indicate that our sample appreciated the campaign, as they gave it a score of 8.3 out of 10. Moreover, the target group gave us constructive feedback to improve the campaign further. The results indicate that it is likely that the campaign would spread further if the children share it with their parents and friends. Advisors/Committee Members: Asmussen, Hans Christian (advisor).