, COM2613
ASSIGNMENT 3 SEMESTER 2
(PORTFOLIO) 2026
DUE 15 OCTOBER 2026
QUESTION 1
1.1 A communication campaign can be defined as a planned, coordinated series of communication
activities that are designed to achieve a specific outcome within a defined timeframe and target
audience (Tench & Yeomans, 2017). Its primary purpose is to inform, persuade, or mobilise a
specific group of people to change their attitudes, behaviour, or beliefs regarding a particular issue.
Throughout the module, we learned about several types of campaigns, including individual
behaviour change campaigns, which aim to alter personal actions such as smoking or diet; public
will campaigns, which seek to influence policy and societal norms; and advocacy campaigns, which
push for specific legislative or systemic changes. Other types include health communication
campaigns, social marketing campaigns, and political campaigns. Each type differs in its target,
message framing, and desired outcome, but all rely on strategic planning and audience
segmentation.
1.2 Individual behaviour change campaigns focus on altering the personal actions of individuals,
often through education, persuasion, and incentives. An example in South Africa is the "Phuza
Wize" campaign, which encouraged responsible drinking among individuals (South African
Government, 2015). In contrast, public will campaigns aim to shift public opinion and pressure
decision-makers to change policies or systems, rather than targeting individual actions. A South
African example is the Treatment Action Campaign (TAC), which mobilised public support to
pressure the government into providing antiretroviral treatment for people living with HIV/AIDS
(Heywood, 2009). While the former targets personal habits, the latter targets collective action and
policy change.
1.3 Three factors that promote the success of a communication campaign are: first, thorough
audience research and segmentation, which ensures messages are relevant and tailored (Tench &
Yeomans, 2017). Second, clear and consistent messaging across multiple channels, which reinforces
the campaign's objectives. Third, strong stakeholder engagement and community involvement,
which builds trust and ownership, as seen in the "LoveLife" campaign in South Africa (Parker, 2005).
ASSIGNMENT 3 SEMESTER 2
(PORTFOLIO) 2026
DUE 15 OCTOBER 2026
QUESTION 1
1.1 A communication campaign can be defined as a planned, coordinated series of communication
activities that are designed to achieve a specific outcome within a defined timeframe and target
audience (Tench & Yeomans, 2017). Its primary purpose is to inform, persuade, or mobilise a
specific group of people to change their attitudes, behaviour, or beliefs regarding a particular issue.
Throughout the module, we learned about several types of campaigns, including individual
behaviour change campaigns, which aim to alter personal actions such as smoking or diet; public
will campaigns, which seek to influence policy and societal norms; and advocacy campaigns, which
push for specific legislative or systemic changes. Other types include health communication
campaigns, social marketing campaigns, and political campaigns. Each type differs in its target,
message framing, and desired outcome, but all rely on strategic planning and audience
segmentation.
1.2 Individual behaviour change campaigns focus on altering the personal actions of individuals,
often through education, persuasion, and incentives. An example in South Africa is the "Phuza
Wize" campaign, which encouraged responsible drinking among individuals (South African
Government, 2015). In contrast, public will campaigns aim to shift public opinion and pressure
decision-makers to change policies or systems, rather than targeting individual actions. A South
African example is the Treatment Action Campaign (TAC), which mobilised public support to
pressure the government into providing antiretroviral treatment for people living with HIV/AIDS
(Heywood, 2009). While the former targets personal habits, the latter targets collective action and
policy change.
1.3 Three factors that promote the success of a communication campaign are: first, thorough
audience research and segmentation, which ensures messages are relevant and tailored (Tench &
Yeomans, 2017). Second, clear and consistent messaging across multiple channels, which reinforces
the campaign's objectives. Third, strong stakeholder engagement and community involvement,
which builds trust and ownership, as seen in the "LoveLife" campaign in South Africa (Parker, 2005).
