The communication campaign seeks to inform or influence behaviour in measurable ways.
1. Written Report (80%)
The main text of the written report include the following:
Introduction and literature review (10%)
- Describe the purpose, rationale, and significance of the project. Also make arguments for why/how this project is different form previous theories/models/projects
Formative Research (15%)
- Use quantitative and/or qualitative method(s) to understand the characteristics of client, industry, competitors, target audience/publics, and opportunities/problems
- Describe the impact and output objectives to be achieved via the promotional campaign. Impact objects include informational, attitudinal and behavioral outcomes desired. Output objects relate to production and execution of communication products (e.g. number of brochures to be printed, etc.) Objectives are to be clearly described in terms of time line, empirically measurable outcomes
Programming (20%) includes four components:
- the themes/slogans used in the messages/campaign,
- activities and events planned (e.g., press conference),
- use of controlled and uncontrolled media, and
- how effective were the sources (e.g., source credibility), message content, channels and feedback procedures used
- Use quantitative and/or qualitative research method(s) to evaluate whether the impact objectives have been achieved
Discussion (implications, suggestions, limitations, future directions) (10%)
2. Style of Written Report (10%)
- Besides the main text, the report should also include a cover page, an abstract, references, and appendices (if any)
- Length of main text: maximum 50 pages (excluding cover page, abstract, references, and appendices)
- Length of abstract: 250 words
- The report should conform to the latest edition of the Publication Manual of the American Psychological Association
3. Oral Presentation (10%)
Students briefly summarize their project, address matters from the discussion section of the report, and allocate 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 organized set of communication activities and featuring an array of mediated messages in multiple channels generally to produce noncommercial 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 organizations 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).