, PLEASE USE THIS DOCUMENT AS A GUIDE ONLY
Introduction
This portfolio presents an analysis of a communication campaign that effectively utilised multiple
media forms to convey its message. The purpose of this assignment is to critically examine how
different types of media—such as out-of-home installations, social media, and earned traditional
media—can be strategically combined to achieve campaign objectives. Section one provides an
overview of the chosen campaign, including its message and purpose, followed by an evaluation of
the advantages and disadvantages of the media employed.
Thereafter, the portfolio discusses the key aspects campaign designers must consider when selecting
appropriate media, applying these considerations to the context of the analysed campaign. The
suitability of the chosen media for the target audience is also argued. Finally, a reflective discussion
proposes a hypothetical 30-day behaviour change campaign for my community, addressing the target
behaviour, audience, media selection strategies, and anticipated challenges. Together, these sections
demonstrate a comprehensive understanding of media selection principles in real-world campaign
design.
Introduction
This portfolio presents an analysis of a communication campaign that effectively utilised multiple
media forms to convey its message. The purpose of this assignment is to critically examine how
different types of media—such as out-of-home installations, social media, and earned traditional
media—can be strategically combined to achieve campaign objectives. Section one provides an
overview of the chosen campaign, including its message and purpose, followed by an evaluation of
the advantages and disadvantages of the media employed.
Thereafter, the portfolio discusses the key aspects campaign designers must consider when selecting
appropriate media, applying these considerations to the context of the analysed campaign. The
suitability of the chosen media for the target audience is also argued. Finally, a reflective discussion
proposes a hypothetical 30-day behaviour change campaign for my community, addressing the target
behaviour, audience, media selection strategies, and anticipated challenges. Together, these sections
demonstrate a comprehensive understanding of media selection principles in real-world campaign
design.
