| 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 include 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
| Styles of Written Report|
| - Besides the main text, the report should also include a cover page, an abstract, references, and appendices |
- 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
| 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 |
- 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 behaviours 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).