| Evaluation Criteria|
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
| Objectives (10%)|
| - Describe the impact and output objectives to be achieved via the promotional campaign. Impact objects |
include informational, attitudinal and behavioural 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: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
| Evaluation (15%)|
| - Use quantitative and/or qualitative research method(s) to evaluate whether the impact objectives have been |
| 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 |
- 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
| 3. Oral Presentation (10%)|
| Students briefly summarise their project, address matters from the discussion section of the report, and |
allocate ample time to answer questions.
| Additional note on FYP campaigns: |
| IIn meetings conducted in recent academic years, FYP supervisors and faculty administrators endorsed the |
1. 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
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
Exceptions require discussion with the FYP supervisor and administrators of the undergraduate programme.
2. Theoretical perspectives guide campaign strategies.
3. 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.
4.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 targets
one school), depth may make the project stronger (e.g., sustained engagement to assure that objectives are
met, or experimentation with multiple strategies).