This communication campaign was created for the unit Strategic Communication Research and Planning at the University of Canberra. Within a team, we were given a health issue and tasked with creating a campaign to address it. The campaign created had to be an attitude or behaviour change campaign.

The process of developing the campaign began with each member of the team reviewing existing peer-reviewed research on the issue and identifying a unique research problem. Following this, we each had to create a research proposal, outlining our issue and proposing a new research study to be conducted. My research proposal focused on the role that social media plays in promoting positive body image and harming individual users body image.

To create the campaign, we came back together as a team to identify 1 campaign goal based on our individual research findings. The campaign plan included a situational analysis, research findings, goals and objectives, target publics, persuasive massages, communication strategy and tactics, example creative executions and proposed evaluation method. At the end of the semester we pitched the campaign on stage, where other students took on the role of client.