| 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
| 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
| 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).