, PLEASE USE THIS DOCUMENT AS A GUIDE ONLY
TABLE OF CONTENT
INTRODUCTION Page 3
PHASE 1: ASSESS Page 5
PHASE 2: CREATE Page 23
CONCLUSION Page 44
REFERENCES Page 49
,INTRODUCTION
Communication campaigns represent a systematic and strategic approach to addressing
organisational communication challenges and opportunities through research-driven planning and
execution. According to Van Heerden, Mulder and Sephapo (2019), integrated marketing
communication requires a coordinated effort to convey consistent messages to target audiences
through various channels, with the ultimate goal of achieving specific organisational objectives. This
assignment documents the comprehensive planning of a communication campaign for the Starfish
Greathearts Foundation, a South African non-profit organisation dedicated to providing life, hope,
and opportunities to orphaned and vulnerable children across the country (Starfish Greathearts
Foundation, 2026a).
The non-profit sector in South Africa faces significant communication challenges that can impede
organisational effectiveness and sustainability. With over 203,000 registered non-profit organisations
in the country, the competition for donor attention, volunteer time, and funding is intense
(Department of Social Development, 2025). Moreover, the sector has experienced heightened
scrutiny following the deregistration of over 6,000 non-compliant organisations in 2025, creating a
trust deficit that compliant organisations must actively address through transparent communication
(Mtwentwe, 2026). The Starfish Greathearts Foundation, despite its 25-year history and substantial
impact—including providing over 300,000 meals and conducting over 17,000 healthcare
consultations in 2025 alone (Fourways Review, 2025)—faces significant awareness challenges that
limit its ability to attract support.
This assignment follows the Interactive Model of Communication Campaigns, comprising two
distinct phases: Assessment and Creation. Phase 1, the Assessment phase, involves identifying the
communicator, conducting formal audience research, and undertaking a comprehensive situation
analysis. This phase is grounded in the principle that effective communication campaigns must be
based on a thorough understanding of the audience, the organisation, and the environment in which it
operates. The research component of this phase employs a quantitative survey methodology to
investigate potential donor and volunteer levels of awareness, perceptions, attitudes, and media
preferences regarding the Starfish Greathearts Foundation.
Phase 2, the Creation phase, translates the research findings and situation analysis into actionable
campaign planning. This includes stipulating the communication problem or opportunity, conducting
a SWOT analysis, formulating strategic communication objectives, creating the communication
message, selecting appropriate media, and producing communication materials. As Van Heerden,
Mulder and Sephapo (2019) observe, the creation phase is where research insights are transformed
into strategic communication interventions designed to achieve specific, measurable outcomes.
The Starfish Greathearts Foundation was selected for this campaign planning exercise for several
reasons. First, the organisation represents a critical sector within South African civil society—the
non-profit sector—which plays an essential role in addressing the country's profound social
challenges, including child poverty, malnutrition, and inadequate access to education and healthcare.
Second, the foundation's 25-year history and documented impact provide a rich foundation for
storytelling and credibility-building communication. Third, the organisation's location in Fourways,
Johannesburg, places it within a region that hosts the highest concentration of non-profit
organisations in South Africa (Department of Social Development, 2025), making effective
communication differentiation essential for its continued success.
, The research conducted for this campaign revealed several critical insights that inform the planning
process. First, awareness of the Starfish Greathearts Foundation is alarmingly low, with only 32% of
respondents having heard of the organisation and merely 18.7% having seen any of its
communications in the past year. Second, while there is strong public support for the cause of
helping vulnerable children—with 66.7% of respondents strongly agreeing it is an important
cause—there is a significant trust deficit in the non-profit sector, with 65.3% expressing concern
about the misuse of NPO funds. Third, the target audience demonstrates clear preferences for digital
communication channels, with 42.7% preferring social media and 22.7% preferring email, while
only 6.7% prefer traditional media.
These findings inform the campaign's strategic direction. The campaign topic, "Every Child
Deserves a Star: Building Awareness and Trust for the Starfish Greathearts Foundation," reflects the
dual focus on addressing low awareness while building the trust necessary to convert awareness into
support. The big idea, "Your Hands Can Save a Child's Future," positions potential supporters as
active participants in the foundation's mission, connecting individual action to tangible impact.
The communication objectives are structured to address the identified challenges systematically. The
first objective focuses on increasing awareness by reaching 15,000 individuals through digital and
social media channels by December 2026. The second objective addresses the trust deficit by
improving the foundation's credibility rating from 3.21 to 4.0 out of 5 through transparent
communication of impact metrics and regulatory compliance. The third objective aims to convert
awareness into tangible support by securing 200 new monthly donors and recruiting 100 new
volunteers by December 2026.
The campaign employs an emotional message approach with rational supporting elements,
recognising that the audience's connection to the cause is primarily emotional while their concerns
about fund misuse require rational evidence of accountability. The execution methods include
personal testimonials and impact data storytelling, both designed to create emotional connection
while demonstrating credibility. The communication mix integrates advertising, public relations, and
online communication across Instagram, Facebook, email, and WhatsApp, creating a coordinated,
multi-channel approach that aligns with audience preferences.
This assignment represents a comprehensive, research-driven communication campaign planning
process that demonstrates the application of the Interactive Model of Communication Campaigns to
a real-world organisational context. The following sections document the complete planning process,
from assessment through creation, providing a detailed, evidence-based communication strategy for
the Starfish Greathearts Foundation.
TABLE OF CONTENT
INTRODUCTION Page 3
PHASE 1: ASSESS Page 5
PHASE 2: CREATE Page 23
CONCLUSION Page 44
REFERENCES Page 49
,INTRODUCTION
Communication campaigns represent a systematic and strategic approach to addressing
organisational communication challenges and opportunities through research-driven planning and
execution. According to Van Heerden, Mulder and Sephapo (2019), integrated marketing
communication requires a coordinated effort to convey consistent messages to target audiences
through various channels, with the ultimate goal of achieving specific organisational objectives. This
assignment documents the comprehensive planning of a communication campaign for the Starfish
Greathearts Foundation, a South African non-profit organisation dedicated to providing life, hope,
and opportunities to orphaned and vulnerable children across the country (Starfish Greathearts
Foundation, 2026a).
The non-profit sector in South Africa faces significant communication challenges that can impede
organisational effectiveness and sustainability. With over 203,000 registered non-profit organisations
in the country, the competition for donor attention, volunteer time, and funding is intense
(Department of Social Development, 2025). Moreover, the sector has experienced heightened
scrutiny following the deregistration of over 6,000 non-compliant organisations in 2025, creating a
trust deficit that compliant organisations must actively address through transparent communication
(Mtwentwe, 2026). The Starfish Greathearts Foundation, despite its 25-year history and substantial
impact—including providing over 300,000 meals and conducting over 17,000 healthcare
consultations in 2025 alone (Fourways Review, 2025)—faces significant awareness challenges that
limit its ability to attract support.
This assignment follows the Interactive Model of Communication Campaigns, comprising two
distinct phases: Assessment and Creation. Phase 1, the Assessment phase, involves identifying the
communicator, conducting formal audience research, and undertaking a comprehensive situation
analysis. This phase is grounded in the principle that effective communication campaigns must be
based on a thorough understanding of the audience, the organisation, and the environment in which it
operates. The research component of this phase employs a quantitative survey methodology to
investigate potential donor and volunteer levels of awareness, perceptions, attitudes, and media
preferences regarding the Starfish Greathearts Foundation.
Phase 2, the Creation phase, translates the research findings and situation analysis into actionable
campaign planning. This includes stipulating the communication problem or opportunity, conducting
a SWOT analysis, formulating strategic communication objectives, creating the communication
message, selecting appropriate media, and producing communication materials. As Van Heerden,
Mulder and Sephapo (2019) observe, the creation phase is where research insights are transformed
into strategic communication interventions designed to achieve specific, measurable outcomes.
The Starfish Greathearts Foundation was selected for this campaign planning exercise for several
reasons. First, the organisation represents a critical sector within South African civil society—the
non-profit sector—which plays an essential role in addressing the country's profound social
challenges, including child poverty, malnutrition, and inadequate access to education and healthcare.
Second, the foundation's 25-year history and documented impact provide a rich foundation for
storytelling and credibility-building communication. Third, the organisation's location in Fourways,
Johannesburg, places it within a region that hosts the highest concentration of non-profit
organisations in South Africa (Department of Social Development, 2025), making effective
communication differentiation essential for its continued success.
, The research conducted for this campaign revealed several critical insights that inform the planning
process. First, awareness of the Starfish Greathearts Foundation is alarmingly low, with only 32% of
respondents having heard of the organisation and merely 18.7% having seen any of its
communications in the past year. Second, while there is strong public support for the cause of
helping vulnerable children—with 66.7% of respondents strongly agreeing it is an important
cause—there is a significant trust deficit in the non-profit sector, with 65.3% expressing concern
about the misuse of NPO funds. Third, the target audience demonstrates clear preferences for digital
communication channels, with 42.7% preferring social media and 22.7% preferring email, while
only 6.7% prefer traditional media.
These findings inform the campaign's strategic direction. The campaign topic, "Every Child
Deserves a Star: Building Awareness and Trust for the Starfish Greathearts Foundation," reflects the
dual focus on addressing low awareness while building the trust necessary to convert awareness into
support. The big idea, "Your Hands Can Save a Child's Future," positions potential supporters as
active participants in the foundation's mission, connecting individual action to tangible impact.
The communication objectives are structured to address the identified challenges systematically. The
first objective focuses on increasing awareness by reaching 15,000 individuals through digital and
social media channels by December 2026. The second objective addresses the trust deficit by
improving the foundation's credibility rating from 3.21 to 4.0 out of 5 through transparent
communication of impact metrics and regulatory compliance. The third objective aims to convert
awareness into tangible support by securing 200 new monthly donors and recruiting 100 new
volunteers by December 2026.
The campaign employs an emotional message approach with rational supporting elements,
recognising that the audience's connection to the cause is primarily emotional while their concerns
about fund misuse require rational evidence of accountability. The execution methods include
personal testimonials and impact data storytelling, both designed to create emotional connection
while demonstrating credibility. The communication mix integrates advertising, public relations, and
online communication across Instagram, Facebook, email, and WhatsApp, creating a coordinated,
multi-channel approach that aligns with audience preferences.
This assignment represents a comprehensive, research-driven communication campaign planning
process that demonstrates the application of the Interactive Model of Communication Campaigns to
a real-world organisational context. The following sections document the complete planning process,
from assessment through creation, providing a detailed, evidence-based communication strategy for
the Starfish Greathearts Foundation.
