Communication Means Sharing Information.

Campaign Report: A Climate Change Campaign Report Writing Sample. A Garbage-free Public Action Persuasive Campaign to Stop Throwing Empty Plastic Bottles Such as Drinking Water Bottle.

This is an academic assignment that asked students to do it according to the (KOH3366-1: PERSUASIVE CAMPAIGNS) lecturer’s instruction of University Putra Malaysia. It is an academic report writing based on students’ activities.

Table of Contents:

1. Campaign Report.
2. Instruction of Report Writing.
3. Sample of Persuasive Campaign to Stop Throwing Empty Plastic Bottles.

1. What is the Campaign Report:

Campaign report means an executive summary of campaign operations including campaign techniques, the objective of the campaign, executing the process, and target audiences.

1. Instruction of the Campaign Report Writing.

Assignment (15%) Peer assessment (5%)

Create a public action persuasive campaign and upload it onto YouTube. The campaign must be related to the topic of “Climate Change”.

You must also write a report on your campaign. In your report, explain the following:

• Firstly, Persuasive techniques used (e.g., bandwagon, etc.)
• Secondly, Explain the objective of your campaign
• Thirdly, Explain the implementation of the campaign(e.g., what is the message, who is the source, what is the channel used, and who is the receiver)
• Fourthly, Explain the segmentation & targeting of the campaign (e.g., geographic, demographic, & psychographic)
• Finally, Explain who the target audience is (active/passive) and why

Grading scheme:

• The full score for each of these identifications is 2%. Therefore, responding well to these 5 items will earn you a total score of 10% (2% X 5 items)
• The full score of the presentation of your assignment is 10% (not included in the total score of 15% (it’s a separate score).
• Submit your assignment as a Microsoft Word document via e-mail to the class representative, Mary-am on 18 December 2019 (Wednesday) 23:59 am. Late submissions will not be entertained.
• Your peer evaluation is anonymous. Please submit them directly to me in hard copy at the end of class on the 18^th of December 2019. Late submissions will not be entertained.
• Please include your YouTube video link for this assignment as an attachment to the email which you will submit for evaluation. The full score for the YouTube video is 5%.
• Your assignment report should be typed in font 12, Times New Roman, 1.5 spacing. The length of the assignment should be around 5 pages.
• the assignment must be in English as you will have at least 1 international group member.
• Provide the metric number, name, and e-mail of each group member.

Grading scheme

3. Sample of Persuasive Campaign Report to Stop Throwing Empty Plastic Bottles:

Table of contents:

1. Persuasive techniques
2. Objective of advertisement
3. Implementation of advertisement
4. Segmentation and Targeting audience of the campaign
5. Active/passive audience:
6. YouTube video link:

Contents at a glance:

1. Persuasive techniques:

The persuasive technique of our garbage-free campaign is to save money to be wealthy and bandwagon. According to the geographic factor, most of the target audiences of our persuasive campaign are students. Students are struggler or survivors according to V.A.L.S (Values and Lifestyles) Typology Model. This model segments eight categories of people based on their lifestyles, psychological characteristics, and consumption patterns. Survivors or strugglers are financially needy person literally they are poor, low-skilled, ill-educated, without strong social bonds, elderly and passive in contrast to innovators. They avoid risk because of feeling powerless. It seems like their prime motive to meet safety and security demands. So, students are intended to save money and they are agreed to work for saving money.

The objective of stopping throwing the empty water bottle campaign is to make our campus garbage free. Students will work spontaneously to keep clean the campus if they get benefitted from their social work. It is called the reciprocity advertising policy. Reciprocity is the practice of exchanging things with others for mutual benefit.

2. Objective of the advertisement:

• To change and maintain the student’s behavior.
• Creating awareness and arouse hatred to spread trash plastic bottles.
• Stimulating students to pick up trash plastic bottles automatically for recycling.
• Educating the public to improve cleanliness and ensuring the surrounding area is free of any waste.

Firstly, the garbage-free campaign is about to change the student’s behaviors to stop spreading trash plastic bottles. The purpose of this campaign is not only changing behaviors but maintain it also. It will stimulate students to pick up the empty bottles automatically and throw them into the dustbin to get 1 bottle of free water. It is part of positive reciprocity adverting because they will pick up empty bottles to get free water. So, they are changing their behaviors for getting something free. Reciprocity is a social norm of responding to a positive action with another positive action, rewarding kind actions.

In addition, this campaign is for educating the students to improve hygiene and ensuring the university area is free of any waste bottles or garbage. Any piece of empty plastic bottle can hold rainwater and this rainwater is a potential site for mosquitoes breeding.  The more breeding sites are the higher the risk of disease transmission. Further, the students can raise awareness and cultivate the community to practices cleanliness.

Besides that, this campaign also teaches the students to keep practicing to pick up the bottle not even at the university but anywhere they go. So, the public can learn from the students by observing the good things they are doing. Doing little things can make a big difference. It is estimated that More than 8 million tons of plastic are dumped into our oceans every year. This campaign can reduce a million of plastics dumped in the ocean and save the world.

3. Implementation of advertisement:

This campaign has been implemented through three important steps such as making a creative idea, involving the entire team to work together, and executing the plan practically. First and foremost, we have made a creative idea on how to stop throwing plastic trash bottles based on the targeted audiences. As our target audiences are university students therefore we have tried to make them benefitted to change their behaviors.

We offered them to get one bottle of free water instead of putting two empty plastic bottles inside the bin. That means students need not pay money for buying water. They can take one bottle of water free if they put two empty water bottles inside the fixed bin.

Secondly, we got ready for our team to work together spontaneously. We installed some special trash bins near the water shelf in different places in our university. We had selected these places because every day most of the students have to follow these spots. Finally, our team started to collect empty water bottles from campus. And, we put them inside the bin. Meantime, students started to follow us and they are collecting trash water bottles on the university campus. Also, they are getting free water. It is estimated that it takes an average of 21 to 66 days to form a new habit.

4.Segmentation and Targeting audience of the campaign:

Audience segmentation is a process of separating people into subgroups based on different elements such as demographic, geographic, and psychographic. It is very useful in many fields because it can help the source to convey messages more efficiently and effectively to the target group in receiving messages. In the social campaigns, audiences are break down into subgroups and they are assumed to have similar interests, needs, and behavioral patterns and this assumption allows sources to design relevant messages that affect the people to adopt recommended behaviors. For instance, a social campaign about recycling in university is targeted to students and lecturers who are in the university.

By segmenting social campaigns, it can reduce time and costs by only targeting related audiences instead of wasting money and time to everyone but only some of them will be interested in it. Audience segmentation can reduce the risk of an unsuccessful or ineffective social campaign. This is because there is a higher chance of success than if sources create a generic campaign and try to implement it across all segments.

Types of Target Audience and Segmentation Factors:

1. Geographic Target Audience Segmentation
2. Demographic Target Audience Segmentation
3. Psychographic Target Audience Segmentation

Firstly, In the geographical segment, our target audiences are students who are currently studying in Faculty Bahasa Moden dan Komunikasi, University Putra Malaysia. University Putra Malaysia is located at Serdang, Selangor, Malaysia, which is an urban area because it is near to the Kuala Lumpur, the capital of Malaysia and also the largest city in the country with a population of 1.808 million. Although this university is located in an urban area, but the students are from both urban and rural areas. Apart from students, the staff of the university are hailing from different places in Malaysia. But, we focused only on students for our advertising.

Secondly, the demographic element, the students are currently studying in UPM which is among 20-50 years old no matter they are diploma students, degree students, master students, or Ph.D. students. They can be both sex, either male or female from Malaysian or international students.

Psychographic Target Audience Segmentation

Finally, According to the V.A.L.S typology model, students belong to strivers or struggler segments. So, they tend to save money even though they have to do hard work. The psychographic element, some of them maybe have their own reasons why are they chosen to buy mineral water instead of bringing their own bottle. The mineral water which only costs RM1 for 500ml is very convenient since we can see a lot of places that selling mineral water around FBMK. Also, it is cheap and you can get it anywhere around FBMK. Besides, there is also reason for not enough dustbins that can recycle the bottle in FBMK, so they decided to throw it in the dustbin or just throw it anywhere after finished.

5.Active/passive audience:

Active audiences: Active audiences are those people who receive information actively as well as make sense of the messages from the perspective of their social and personal contexts. These audiences perform it unintentionally. For example, Active audiences are complicated people and Critical thinkers who have good schemata.

 Passive Audience: Passive Audiences are those people who watch and observe the program simply without making sense. Passive audiences are recognized as inactive receivers. For example, Passive audiences are merely an observer and cognitive misers who are lazy to think.

According to the effective implementation process of the garbage-free campaign, the active and passive audiences will be affected through our campaign. We have added some colorful and meaningful photos to attract passive audiences.

6. YouTube video link-  Click here To get Youtube Link