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COM2613 PORTFOLIO OF EVIDENCE (POE) – ASSESSMENT 3 DUE DATE: 25 MAY 2026
TABLE OF CONTENTS
1. Declaration .............................................................................................................. 1
2. Introduction ............................................................................................................. 1
3. Question 1.1: Overview of the Campaign ...............................................................
2
4. Question 1.2: Advantages and Disadvantages of the Media Used ......................... 4
5. Question 1.3: Aspects Considered When Selecting Media .....................................
6
6. Question 1.4: Suitability of the Media for the Target Audience ............................ 8
7. Question 1.5: Reflective Discussion ...................................................................... 9
8. Conclusion ..............................................................................................................
10
9. References ..............................................................................................................
10
10. Question 2 ............................................................................................................ 10
DECLARATION
I declare that this assignment is my own original work. All sources used in completing
this assignment have been acknowledged through proper referencing. This work has not
been copied from any other student or source without acknowledgement.
INTRODUCTION
Communication campaigns are very important in modern society because they help
educate people, influence behavior, and create awareness about social issues affecting
communities. Organizations, governments, and companies use different forms of media
to communicate messages to large audiences. These media platforms may include
television, radio, social media, newspapers, billboards, online videos, websites, and
public events. The success of a campaign often depends on how well the message is
communicated and whether the selected media platforms are suitable for the target
audience.
In recent years, social media and digital communication have changed the way
campaigns are conducted. Many campaigns now combine traditional media and digital
media to increase audience reach and participation. Different media platforms have
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different strengths and weaknesses, and campaign designers must carefully select the
media that best suits their goals and audiences.
This assignment discusses the #ItCanWait campaign by AT&T, a campaign that
focused on reducing distracted driving caused by mobile phone usage while driving. The
assignment will analyse the campaign’s message, purpose, advantages and disadvantages
of the media used, factors considered when selecting media, and the suitability of the
chosen media for the target audience. The final part of the assignment provides a
reflective discussion on a communication campaign that could be implemented within the
community.
QUESTION 1.1: OVERVIEW OF THE CAMPAIGN
One campaign that successfully made use of different forms of media is the #ItCanWait
campaign by AT&T. The campaign was launched in the United States to raise
awareness about the dangers of texting and using mobile phones while driving. Over
time, the campaign gained international recognition because of its strong emotional
message and effective use of media platforms.
The main message of the campaign is simple but powerful: no text message, phone call,
or social media notification is more important than a person’s life. The campaign
encourages drivers to avoid using their mobile phones while driving and to focus fully on
the road. Through emotional advertisements and real-life stories, the campaign aimed to
convince people that distracted driving can lead to serious accidents, injuries, and even
death.
The purpose of the campaign was mainly to reduce road accidents caused by distracted
driving. Statistics showed that many road accidents occurred because drivers were busy
texting, checking notifications, taking calls, or using social media while driving. Young
people and teenagers were identified as one of the groups most affected by this problem
because they spend a lot of time using smartphones and social media platforms.
To spread its message effectively, the campaign used different forms of media.
Television advertisements were used to show emotional stories involving victims of road
accidents caused by distracted driving. Some advertisements showed how a simple text
message could change someone’s life forever. These emotional stories helped viewers
understand the seriousness of distracted driving.
Social media platforms such as Facebook, Instagram, TikTok, YouTube, and X (Twitter)
were also used extensively. Through hashtags such as #ItCanWait, people were
encouraged to participate in discussions, share personal experiences, and pledge not to
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use phones while driving. Social media helped the campaign become interactive because
users could comment, repost, and share campaign messages with others.
Billboards were placed along busy roads and highways to remind drivers not to text while
driving. The billboards contained short but powerful messages that could easily be read
by motorists within a few seconds.
Radio advertisements were also used to reach people who spend a lot of time travelling or
driving. Since many drivers listen to the radio while on the road, radio became an
effective platform for spreading awareness.
The campaign also made use of online videos and YouTube documentaries. These videos
included testimonies from accident survivors, families of victims, and emergency
responders. Such real-life experiences made the campaign more emotional and
convincing.
The #ItCanWait campaign became successful because it combined emotional storytelling,
public participation, and multiple media platforms. Instead of only providing statistics
and information, the campaign focused on creating emotional connections with
audiences. This made people think deeply about their behavior and encouraged them to
change their driving habits.
Overall, the campaign demonstrates how communication campaigns can use different
forms of media together to educate the public and influence social behavior positively.
QUESTION 1.2: ADVANTAGES AND DISADVANTAGES OF THE MEDIA
USED
The #ItCanWait campaign used different forms of media to communicate its message to
the public. Each media platform had its own advantages and disadvantages.
Advantages of the Media Used
Social Media
One major advantage of social media is that it allows campaigns to reach millions of
people quickly and at a low cost. Platforms such as Facebook, TikTok, Instagram, and X
are especially popular among young people, who were the main target audience of the
campaign. Social media also encourages interaction because users can comment, share,
like, and repost content. This increases public participation and helps messages spread
faster.
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MasterVincent
www.stuvia.com
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COM2613 PORTFOLIO OF EVIDENCE (POE) – ASSESSMENT 3 DUE DATE: 25 MAY 2026
TABLE OF CONTENTS
1. Declaration .............................................................................................................. 1
2. Introduction ............................................................................................................. 1
3. Question 1.1: Overview of the Campaign ...............................................................
2
4. Question 1.2: Advantages and Disadvantages of the Media Used ......................... 4
5. Question 1.3: Aspects Considered When Selecting Media .....................................
6
6. Question 1.4: Suitability of the Media for the Target Audience ............................ 8
7. Question 1.5: Reflective Discussion ...................................................................... 9
8. Conclusion ..............................................................................................................
10
9. References ..............................................................................................................
10
10. Question 2 ............................................................................................................ 10
DECLARATION
I declare that this assignment is my own original work. All sources used in completing
this assignment have been acknowledged through proper referencing. This work has not
been copied from any other student or source without acknowledgement.
INTRODUCTION
Communication campaigns are very important in modern society because they help
educate people, influence behavior, and create awareness about social issues affecting
communities. Organizations, governments, and companies use different forms of media
to communicate messages to large audiences. These media platforms may include
television, radio, social media, newspapers, billboards, online videos, websites, and
public events. The success of a campaign often depends on how well the message is
communicated and whether the selected media platforms are suitable for the target
audience.
In recent years, social media and digital communication have changed the way
campaigns are conducted. Many campaigns now combine traditional media and digital
media to increase audience reach and participation. Different media platforms have
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Distribution of this document is illegal extra per year?
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different strengths and weaknesses, and campaign designers must carefully select the
media that best suits their goals and audiences.
This assignment discusses the #ItCanWait campaign by AT&T, a campaign that
focused on reducing distracted driving caused by mobile phone usage while driving. The
assignment will analyse the campaign’s message, purpose, advantages and disadvantages
of the media used, factors considered when selecting media, and the suitability of the
chosen media for the target audience. The final part of the assignment provides a
reflective discussion on a communication campaign that could be implemented within the
community.
QUESTION 1.1: OVERVIEW OF THE CAMPAIGN
One campaign that successfully made use of different forms of media is the #ItCanWait
campaign by AT&T. The campaign was launched in the United States to raise
awareness about the dangers of texting and using mobile phones while driving. Over
time, the campaign gained international recognition because of its strong emotional
message and effective use of media platforms.
The main message of the campaign is simple but powerful: no text message, phone call,
or social media notification is more important than a person’s life. The campaign
encourages drivers to avoid using their mobile phones while driving and to focus fully on
the road. Through emotional advertisements and real-life stories, the campaign aimed to
convince people that distracted driving can lead to serious accidents, injuries, and even
death.
The purpose of the campaign was mainly to reduce road accidents caused by distracted
driving. Statistics showed that many road accidents occurred because drivers were busy
texting, checking notifications, taking calls, or using social media while driving. Young
people and teenagers were identified as one of the groups most affected by this problem
because they spend a lot of time using smartphones and social media platforms.
To spread its message effectively, the campaign used different forms of media.
Television advertisements were used to show emotional stories involving victims of road
accidents caused by distracted driving. Some advertisements showed how a simple text
message could change someone’s life forever. These emotional stories helped viewers
understand the seriousness of distracted driving.
Social media platforms such as Facebook, Instagram, TikTok, YouTube, and X (Twitter)
were also used extensively. Through hashtags such as #ItCanWait, people were
encouraged to participate in discussions, share personal experiences, and pledge not to
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Distribution of this document is illegal extra per year?
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use phones while driving. Social media helped the campaign become interactive because
users could comment, repost, and share campaign messages with others.
Billboards were placed along busy roads and highways to remind drivers not to text while
driving. The billboards contained short but powerful messages that could easily be read
by motorists within a few seconds.
Radio advertisements were also used to reach people who spend a lot of time travelling or
driving. Since many drivers listen to the radio while on the road, radio became an
effective platform for spreading awareness.
The campaign also made use of online videos and YouTube documentaries. These videos
included testimonies from accident survivors, families of victims, and emergency
responders. Such real-life experiences made the campaign more emotional and
convincing.
The #ItCanWait campaign became successful because it combined emotional storytelling,
public participation, and multiple media platforms. Instead of only providing statistics
and information, the campaign focused on creating emotional connections with
audiences. This made people think deeply about their behavior and encouraged them to
change their driving habits.
Overall, the campaign demonstrates how communication campaigns can use different
forms of media together to educate the public and influence social behavior positively.
QUESTION 1.2: ADVANTAGES AND DISADVANTAGES OF THE MEDIA
USED
The #ItCanWait campaign used different forms of media to communicate its message to
the public. Each media platform had its own advantages and disadvantages.
Advantages of the Media Used
Social Media
One major advantage of social media is that it allows campaigns to reach millions of
people quickly and at a low cost. Platforms such as Facebook, TikTok, Instagram, and X
are especially popular among young people, who were the main target audience of the
campaign. Social media also encourages interaction because users can comment, share,
like, and repost content. This increases public participation and helps messages spread
faster.
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