UNIT 1 AC 3.1- 3.3 SUMMARY
CRIMINOLOGY UNIT 1: AC 3.1- 3.3 WRITE
UP MODEL
WJEC LEVEL 3 APPLIED DIPLOMA IN
CRIMINOLOGY
AC 3.1: Plan a Campaign for Change
Focus, Aims and Objectives
The focus of my campaign for change is screen addiction, as it is widely misunderstood and significantly
under-diagnosed. This issue has been selected because screen use has increased dramatically in recent years,
becoming increasingly normalised within society. Despite screen usage rising by approximately 1000% over
the last 20 years, only around 1.5–8% of individuals have been formally diagnosed with a screen
addiction, demonstrating a clear gap between prevalence and recognition.
Screen addiction can negatively impact mental health, academic performance, sleep patterns and social
relationships. Due to the lack of awareness and understanding surrounding this issue, many individuals fail to
, recognise problematic behaviours or seek support. This makes screen addiction a suitable and necessary
focus for a campaign for change.
The main aim of my campaign is to raise awareness of screen addiction and to encourage individuals to
seek support if they believe their screen use has become harmful.
To achieve this aim, I have developed a set of SMART objectives:
Objective 1: To create a dedicated Twitter (X) account focused on screen addiction awareness and
achieve at least 100 retweets by sharing factual information, personal experiences and details of
support services. This objective is measurable and time-bound and supports the aim of signposting
victims to help and advice.
Objective 2: To design and distribute 200 posters across schools, colleges, universities and the town
centre. These posters will provide clear advice and information about screen addiction to both
vulnerable individuals and the wider public.
Objective 3: To design and sell campaign merchandise, including t-shirts, badges and phone cases,
with all profits reinvested into the campaign to increase its reach and sustainability.
Target Audience
The target audience for this campaign is individuals aged 16–25, as this age group is at the highest risk of
developing screen addiction. Research indicates that 40% of 18–22-year-olds describe themselves as
somewhat addicted to social media, alongside similarly high levels among young adults.
By targeting this age group, the campaign aims to prevent the development of long-term addictive
behaviours and encourage early help-seeking. Educating young people may reduce future harm by promoting
healthier screen habits and increasing awareness of available support services.
Methods and Materials
Method 1: Social Media
Social media will be used to reach a large audience, particularly those within the target age range. A Twitter
account will be created to share advice, statistics, real-life experiences and links to support services. While
using social media may appear contradictory for a campaign addressing screen addiction, it is an effective
way to engage the target audience and raise awareness. Limitations include excluding those without internet
access and encouraging further screen use; however, content will promote balanced and mindful usage.
Method 2: Posters
Posters will be distributed across educational institutions and public spaces. Posters are effective because
they deliver concise information quickly and are accessible to individuals who may not engage online.
Leaflets were rejected as they require longer engagement and are more likely to be ignored.
Method 3: Merchandise
Merchandise will include badges, t-shirts and phone cases. Badges are affordable and memorable, t-shirts
CRIMINOLOGY UNIT 1: AC 3.1- 3.3 WRITE
UP MODEL
WJEC LEVEL 3 APPLIED DIPLOMA IN
CRIMINOLOGY
AC 3.1: Plan a Campaign for Change
Focus, Aims and Objectives
The focus of my campaign for change is screen addiction, as it is widely misunderstood and significantly
under-diagnosed. This issue has been selected because screen use has increased dramatically in recent years,
becoming increasingly normalised within society. Despite screen usage rising by approximately 1000% over
the last 20 years, only around 1.5–8% of individuals have been formally diagnosed with a screen
addiction, demonstrating a clear gap between prevalence and recognition.
Screen addiction can negatively impact mental health, academic performance, sleep patterns and social
relationships. Due to the lack of awareness and understanding surrounding this issue, many individuals fail to
, recognise problematic behaviours or seek support. This makes screen addiction a suitable and necessary
focus for a campaign for change.
The main aim of my campaign is to raise awareness of screen addiction and to encourage individuals to
seek support if they believe their screen use has become harmful.
To achieve this aim, I have developed a set of SMART objectives:
Objective 1: To create a dedicated Twitter (X) account focused on screen addiction awareness and
achieve at least 100 retweets by sharing factual information, personal experiences and details of
support services. This objective is measurable and time-bound and supports the aim of signposting
victims to help and advice.
Objective 2: To design and distribute 200 posters across schools, colleges, universities and the town
centre. These posters will provide clear advice and information about screen addiction to both
vulnerable individuals and the wider public.
Objective 3: To design and sell campaign merchandise, including t-shirts, badges and phone cases,
with all profits reinvested into the campaign to increase its reach and sustainability.
Target Audience
The target audience for this campaign is individuals aged 16–25, as this age group is at the highest risk of
developing screen addiction. Research indicates that 40% of 18–22-year-olds describe themselves as
somewhat addicted to social media, alongside similarly high levels among young adults.
By targeting this age group, the campaign aims to prevent the development of long-term addictive
behaviours and encourage early help-seeking. Educating young people may reduce future harm by promoting
healthier screen habits and increasing awareness of available support services.
Methods and Materials
Method 1: Social Media
Social media will be used to reach a large audience, particularly those within the target age range. A Twitter
account will be created to share advice, statistics, real-life experiences and links to support services. While
using social media may appear contradictory for a campaign addressing screen addiction, it is an effective
way to engage the target audience and raise awareness. Limitations include excluding those without internet
access and encouraging further screen use; however, content will promote balanced and mindful usage.
Method 2: Posters
Posters will be distributed across educational institutions and public spaces. Posters are effective because
they deliver concise information quickly and are accessible to individuals who may not engage online.
Leaflets were rejected as they require longer engagement and are more likely to be ignored.
Method 3: Merchandise
Merchandise will include badges, t-shirts and phone cases. Badges are affordable and memorable, t-shirts
