Submission Requirements and Grading Criteria

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Campaign

 

 

 Evaluation Criteria
 The communication campaign seeks to inform or influence behaviour in measurable ways.
 1. Written Report (90%)


 The main text of the written report includes the following:

 Research (25%)

 
- Literature review
 - Situation analysis 
 - Formative research 
 - Process and outcome evaluation

 This section is assessed on (1) the soundness of research methodology, and (2) the comprehensiveness of a relevant
 literature search.​

 Campaign Development (25%)

 
- Problem definition 
 - Target audience selection 
 - Campaign goal and objectives 
 - Campaign strategies 
 - Key messages

 This section is assessed on (1) the creativity and innovation of the strategy components, and (2) whether the campaign
 decisions were guided by relevant theories and/or formative research results.

 Campaign Execution (20%)

 Campaign tactics, which can include but are not limited to: 

 - Media engagement (digital and/or traditional)
 - On-the-ground engagement 
 - Collateral materials 

 This section is assessed on (1) the strategic selection and integration of campaign tactics to achieve the campaign
 objectives, and (2) the creativity and innovation of tactics in support of campaign strategies. 

 Campaign Implications (20%) 

 
- Campaign strengths and limitations 
 - Implications for communication practice 
 - Sustainability of the campaign 

 This section is assessed 
on (1) the thoroughness of discussion of campaign implications and (2) the critical evaluation of
 campaign impact​.

 2. Oral Presentation (10%)

 Students briefly summarise their project, discuss implications, and
allow ample time to answer questions.

 Additional note on FYP campaigns: ​
 In meetings conducted in recent academic years, FYP supervisors and faculty administrators endorsed the following:

 - A typical FYP campaign is a public communication campaign. A definition follows: "Public
   communication 
campaigns can be defined as purposive attempts to inform or influence behaviors in large audiences
   within a
specified time period using an organised set of communication activities and featuring an array of 
   mediated 
messages in multiple channels generally to produce non-commercial benefits to individuals and
   society" (Rice 
& Atkin, 2013, emphasis added). ​

 - FYP campaigns need not be for social cause, but have traditionally had a
 non-profit orientation. Campaigns have not
   been commercial, but sometimes have commercial organisations
as clients. ​For example, promoting the launch of a
   brand of shoes has been outside of the scope of the WKWSCI FYP 
campaign, but a campaign to help kids find shoes
   that fit, with particular brand as a client, is within the
scope. Exceptions require discussion with the FYP supervisor and
   administrators of the undergraduate programme.


 - Theoretical perspectives guide campaign strategies.

 - When use of campaign channels is evaluated, there is no preference either for mainstream media coverage or social
   media reach, but for choices that are appropriate to meet the campaign objectives.


 - There can be trade-offs between the scope of the project and the depth. If scope is small (e.g., a project targets one
   school), depth may make the project stronger
 (e.g., sustained engagement to assure that objectives are met, or 
   experimentation with multiple strategies).