Public Awareness Campaign for Behavioural Changes
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.
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Sample Answer: Quit Smoking Campaign Singapore
Campaign Selected: One such public awareness campaign that is designed to change the attitude of members of the public is quit smoking by the health promotion board of Singapore. An analysis of different aspects of this campaign is performed as follows:
Goal of the campaign:
The main goal of this particular campaign is to induce Singaporeans to reduce the smoking rate by encouraging them to quit smoking. In relation to this, the media texts that has been selected is a television commercial that was run as “smoking harms everyone”
Key Stakeholders and Target Audience:
The key stakeholders included in the campaign are Health Promotion Board that is responsible for the introduction of this campaign, the general public especially the youth who are chain smokers and the primary goal of the campaign is to motivate them to quit smoking. The other stakeholders include the Ministry of Health that is responsible for funding the campaign, and the general public at large. The primary target audience of this campaign is the smoker and young people who are at the risk of developing health diseases because of smoking.
To learn about the strengths and weaknesses of the media texts including how the campaign meets out this stakeholders need, connect with our digital media marketing experts in Singapore.
| Disclaimer: This answer is a model for study and reference purposes only. Please do not submit it as your own work. |
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