COM306 Public Awareness Campaign Assignment 1: Media, Impact & Stakeholder Engagement, Singapore

Assessment information Assessment 1 – Critical Analysis

Assessment Description

Identify a public awareness or public education campaign that has been designed to change the attitudes and/or behaviours of members of the public. The campaign may be related to health (such as anti-obesity, anti-smoking, immunisation), road safety or science/the environment (such as littering, water-saving). Once you have chosen the campaign you would like to focus on, select up to three campaign media texts to analyse (for example a billboard, television commercial, radio commercial, print advertisement, internet ad).

In your analysis:

• Identify the key stakeholders and audiences that this campaign related to (such as who may have contributed to the design of this campaign or the audience that the campaign may have been designed to reach).
• Critically discuss the strengths and weaknesses of the campaign media texts you have chosen.
• Explain how the chosen campaign may have been designed to meet the needs of the key stakeholders.
• Explain how the chosen campaign tries to appeal to its audience to change their attitudes and/or behaviour.
• Evaluate the likely success of the campaign based upon your analysis and identify if the campaign had any unintended consequences.
• Offer a summative set of recommendations should the campaign be run again, or the campaign message be communicated through a new set of media texts.

Requirements:

• 1500-2000 words
• Report format (suggested structure to be given in class)
• Chicago referencing
• At least 5 peer reviewed journal articles as references