Media Campaign Assignment | Media Campaign | Research Strategy and Tactics


Campaign diary
We recommend that students keep a personal diary during the campaign. It
proves very useful. Read about its advantages on Moodle’s Assessments/Campaign
Diary. It is not compulsory but if you write one please attach it to A2.
Structure of the text
Word count variations +/-10%. Below is a suggested word count for each
1. Outline (100 w)
2. Research, Strategy and Tactics (400w)
3. Listening (900 w)
4. Collaborations (100 w)
5. Analytics (900 w)
6. Conclusion (100 w)
Portfolio (Note: ALL large tables, lists and databases to be placed at the end of
the portfolio section. Refer to them briefly in the body text.)
Writing Style: Avoid dot-points. Use full sentences and logical sequences of
(1) Outline (100 words)
What is the cause and name of your campaign? What social change do you want
to introduce? Are you campaigning alone or as a pair? If campaigning as a pair,
who is the other student? Why has it been necessary to campaign as a pair?
What was the overall aim of the campaign?
What have you achieved in exposure and engagement (metrics)?
(2) Research, Strategy and Tactics (total of 400 words)
This section partly overlaps with and sums up your first assignment. It serves two
purposes. First, briefly describing the findings in your research brief and the
essence of your suggested strategy and tactics. Second, noting what has changed
between writing the first and second assignments.
Changes are important. You may have acquired more knowledge about the problem
and its solutions. You may have drawn up a better objective or arrived at a better
strategy. You may have added important tactics. Change is not bad. You learn
through trial and error. You learn through critically revisiting what you have
already done. What has changed in your Research Brief and Strategy? Why?


The name of the campaign is Social Innovation to Tackle Underage Drinking in Australia. The main social change intended in this campaign is creating awareness about the social and health impact of underage drinking in order to help teenagers change their drinking behavior. The overall aim of this campaign is therefore to reduce the number of teenagers engaging in underage drinking.  A lot has been achieved through in the exposure and engagement as the target number of people who have been reached by this campaign and the message has been passed across.