HOPEACADEMY
COM2613
PORTFOLIO OF EVIDENCE (POE) – ASSESSMENT
3
DUE DATE:
22 May 2024 – 23h00
(portal opens 16 May – 08h00)
2025
COM2613 COMMUNICATION CAMPAIGNS
PORTFOLIO OF EVIDENCE (POE) – ASSESSMENT 3
QUESTION 1
[25]
1.1 Define a communication campaign in your own words and provide an
example of a communication campaign.
0 7 6 4 0 3 1 2 2 9
,COM2613 COMMUNICATION CAMPAIGNS
PORTFOLIO OF EVIDENCE (POE) – ASSESSMENT 3
QUESTION 1
[25]
1.1 Define a communication campaign in your own words and provide
an example of a communication campaign.
A communication campaign is a planned and organized effort to
disseminate information and influence attitudes or behaviors within a
specific audience over a defined period. It typically involves a series of
coordinated communication activities using various channels to achieve
specific objectives, such as raising awareness, promoting a product, or
advocating for a cause.
Example:
A public health campaign promoting vaccination against COVID-19. This
campaign might involve TV and radio ads, social media posts,
community events, and partnerships with healthcare providers, all
aimed at increasing vaccination rates.
References (Harvard Style)
, Andreasen, A. R. (1995). Marketing social change: Changing behavior to
promote health, social development, and the environment. San
Francisco: Jossey-Bass.
Rice, R. E., & Atkin, C. K. (2012). Public communication campaigns. 4th
ed. Thousand Oaks, CA: SAGE Publications.
1.2 Explain the objectives of a campaign (long term or short term) and
intergrate your discussion with the practical example of the campaign
you discussed in 1.1 above
Communication campaigns have both short-term and long-term
objectives.
Short-Term Objectives:
Awareness: Increasing public knowledge about the availability and
benefits of COVID-19 vaccines.
Attitude Change: Encouraging positive attitudes towards vaccination by
addressing common misconceptions and fears.
Behavioral Intention: Motivating individuals to express intent to get
vaccinated.
Long-Term Objectives:
Vaccination Rates: Achieving a high percentage of the population
vaccinated to create herd immunity.
COM2613
PORTFOLIO OF EVIDENCE (POE) – ASSESSMENT
3
DUE DATE:
22 May 2024 – 23h00
(portal opens 16 May – 08h00)
2025
COM2613 COMMUNICATION CAMPAIGNS
PORTFOLIO OF EVIDENCE (POE) – ASSESSMENT 3
QUESTION 1
[25]
1.1 Define a communication campaign in your own words and provide an
example of a communication campaign.
0 7 6 4 0 3 1 2 2 9
,COM2613 COMMUNICATION CAMPAIGNS
PORTFOLIO OF EVIDENCE (POE) – ASSESSMENT 3
QUESTION 1
[25]
1.1 Define a communication campaign in your own words and provide
an example of a communication campaign.
A communication campaign is a planned and organized effort to
disseminate information and influence attitudes or behaviors within a
specific audience over a defined period. It typically involves a series of
coordinated communication activities using various channels to achieve
specific objectives, such as raising awareness, promoting a product, or
advocating for a cause.
Example:
A public health campaign promoting vaccination against COVID-19. This
campaign might involve TV and radio ads, social media posts,
community events, and partnerships with healthcare providers, all
aimed at increasing vaccination rates.
References (Harvard Style)
, Andreasen, A. R. (1995). Marketing social change: Changing behavior to
promote health, social development, and the environment. San
Francisco: Jossey-Bass.
Rice, R. E., & Atkin, C. K. (2012). Public communication campaigns. 4th
ed. Thousand Oaks, CA: SAGE Publications.
1.2 Explain the objectives of a campaign (long term or short term) and
intergrate your discussion with the practical example of the campaign
you discussed in 1.1 above
Communication campaigns have both short-term and long-term
objectives.
Short-Term Objectives:
Awareness: Increasing public knowledge about the availability and
benefits of COVID-19 vaccines.
Attitude Change: Encouraging positive attitudes towards vaccination by
addressing common misconceptions and fears.
Behavioral Intention: Motivating individuals to express intent to get
vaccinated.
Long-Term Objectives:
Vaccination Rates: Achieving a high percentage of the population
vaccinated to create herd immunity.
