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Table of Contents
MEDIA, PLATFORMS AND TECHNOLOGY 4
Conducting before & after survey 9
Introduction
The Main Problem
Target public
According to Smith
(2005), the Public is a group of people who tends to share a
common interest. These people are considered to be homogeneous as they
have similar characteristics and interests and are facing the same
situation. It is important to identify a suitable target public so that
the organization could give focus on the targeted public and will help
the organization in reducing the cost and they will be able to achieve
the targeted goal. Similarly, in the campaign, they have specifically
targeted Australians staying in Australia, as according to the
geographical segmentation the campaign any participation will help in
Australia and according to the psychological segmentation which also
states that Australians are getting more health-conscious and tend to
show more concern towards their health. Therefore, they will seek all
the information which they need to make sure that they are healthy.
According to Smith (2017, p 82) believed that publics are not considered
to be concrete but rather they are fluid as well as evolving, therefore
they have classified publics into five categories that are non-publics,
Latent publics, Apathetic publics, Aware publics, and active public. It
is crucial to identify the target audience so that accordingly the
response can be formulated. The campaign tends to target
the Aware public. These are those publics who
recognize that they share an issue and also perceive the consequences as
relevant however it is not organized when it comes to discussion and
they also do not act upon the issues. In the case of campaigns, it can
be said that people are aware of this bowel cancer but they have
misconceptions about bowel cancer hence they do not act upon it, so
these are the target audience, which the campaigns want to cater to,
that is young Australians, whom they want to
educate about the misconception people usually carry about bowel cancer,
that you are never too young to develop bowel cancer. The campaign
specifically targets people under 50, however, the campaign has given
much more emphasis on the age group 15-24, 25-29, and
30-34 (Australia, 2021).
Communication
Communication is a vital element that is needed in the campaign, especially for communicating the message to the targeted audience. A campaign is considered successful only when it is able to the desired message to the targeted audience. The aim of the campaign which aims towards creating awareness they tend to focus on how they can reach maximum people so that they can educate the people about the problem that is being addressed by the campaign. In the campaign “Never 2 Young” and “My Age Was Not a Factor”, they have used various communication forms for reaching their targeted audience.
MEDIA, PLATFORMS AND TECHNOLOGY
Computer-based Media
Video Media
Strategy and tactics
A strategy is the overall plan of the campaign which clearly indicates how they want to proceed with the campaign and what they want to achieve through the campaigns. In the campaign, in order to compel the audience or for drawing attention to the campaign it is vital to use some strategies and tactics for attracting the attention of the targeted audience and also for spreading the initiatives to maximum people. In the campaign, they have used many of the strategies as well as the tactics to aware people of the increasing rate of bowel cancer in young Australians (Smith 2008).
Strategy
Goals
According to Smith (2017), who have defined goal a statement that is deeply rooted in either an organization mission or its value. Moreover, the goal tends to acknowledge the issues and accordingly sketches out how the organization hopes to settle the issues. The communication goals have been categorized into three different types according to the management situations they are reputational goals that are associated with the identity and the perception of the organization. Relationship management goal, which focuses on how the organization can potentially connect with the public, and the task management goal is concerned with how things can be done. From the campaigns, it can be said that their goal can be considered as a Task management goal, as they want to impact the public behavior on the matters which are one of the concerns of the organization and is an important part of their mission.
Positioning
Objectives
Communication strategies used by campaigns
Providing the newsworthy information
Tactics
According to Smith (2002) believed that communication tactic is a visible element when it comes to the strategic plan. The author has categorized the strategic communication tactics in Interpersonal communication, Organizational and social, Earned media: News media’ and ‘Paid Media: Advertising and promotional media’. In the campaign, it can be seen that they have used organizational and social tactics to reach their audience. They have used Audio-visual media. They have used hashtags to spread their campaigns such as #Never2Young story, #BowelCancerAustralia, #Never2Young, #Never2Young Champions, and #Never2Young Awareness Week. These all the hashtags that have been used to create awareness on the social media platforms, webforum YouTube, on various media and platforms to create awareness, and this is also one of the good ways to promote the campaign across the social media platforms as well as other platforms (Harrison, 2019). Besides that, they have also used social media campaign known as ‘MY AGE WAS NOT A FACTOR’, this is one of the best strategies that could be used to compel the people to notice the cause and will also aware they targeted all terms about the important issues by looking at the people who are being affected by the disease. That is why through this social media campaign they wanted to share the faces of young ones with bowel cancer in Australia and across the globe, this is one of the best ways they could educate the people about the misconception they have about the disease and in order to create a powerful message they have taken the help of all those people who are tackling the same diseases, they have also used the word such as ‘we can't do it alone’ ‘ your story is unique’ this also one of the tactics that have been used to compel the people towards the campaign. Apart from that they also have an awareness pack and social media placard. In the awareness pack they have electronic infographics, booklet/guide, they also have brochures. Whereas the social media placards are the cards for those individuals with bowel cancer or who have been treated, this is also one of the strategies that are being used to aware people of the disease.
Evaluation of Awareness objectives
To monitor and measure the evaluation objective, it is vital to focus on the content of the message. it considers how many people were exposed to the message, how easy it was for the audience to interpret the message that was conveyed to them and Lastly how much of the message is recalled by the individuals.
Message Exposure
Message content
Message Recall
Recommendations
There are some of the recommendations that could be used for the campaigns:
Message frequency
It is important to research the message frequency as well as the pattern of the message that needs to be presented to the targeted publics. This is one of the important criteria for generating the interest of the audience and also for making sure that the public is attentive (Gregory & Willis 2013).
Evaluation of the campaign results
Conducting before & after survey
Conclusion
References
Australia, B., 2021. Bowel Cancer... You're Never Too Young' - Bowel Cancer Australia. [online] Youtube.com. Available at: <https://www.youtube.com/watch?v=_KMYvW5PCb0&list=PLWVlENTMEbFVoz7EvVm0kXq6BxI0kUixg> [Accessed 5 January 2021].
Australia, B., 2021. My Age Was Not A Factor - Media Centre - Bowel Cancer Australia. [online] Bowelcanceraustralia.org. Available at: <https://www.bowelcanceraustralia.org/media-centre/my-age-was-not-a-factor> [Accessed 5 January 2021].
Harrison, K., 2019. Strategic Public Relations. Melbourne: Vision Australia Student Support.
Smith, R 2008, Strategic planning for public relations 2nd edn, LAWRENCE ERLBAUM ASSOCIATES, PUBLISHERS, Mahwah, New Jersey London.