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Adults = educating them on stats + facts, healthy alternatives.

Elderly = encourage them to share their own stories. e.g.. if they went through alcohol struggles.

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Breakout Room 1 (NSW Department Of Health)

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Breakout Room 1 (NSW Department Of Health)

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(a) and (b) combined. What do you know about your publics?

Adolescents, young adults, to set up good habits for future, break the chain

Mature people to encourage the younger people, set an example, role models

Older people with alcohol habits, to shock them into breaking habits

Making them aware of healthier habits, instead of binge drinking habits

( c) and (d). What do you need to know about these publics to better develop a communication strategy?

Passive

Yes because if publics are passive there is more of a chance to target specific audiences with our advertising and communication strategies

(e)

Young people - multi level social media as well as traditional media campaign e.g. hashtags - as they can be an effective framing device to establish their message, as it is more relevant to young people.

Older generation - Allan jones on 2GB,ul Murray sky news

1. Design a communication strategy (Young adults):

Drill message of habits start at a young age, start now

Australia is a drinking nation, lets break the chain

Advertising - people who have had cancer related alcohol with a direct message targeted at young people, underlying message "don’t make the mistakes that I have"

Multimedia campaign, tailored to each platform e.g. video with case studies, real people and real words as well as health professionals with statistic based information

Perpetual, drenched effect/hypothesis - so that the content appears urgent and important for people to take the time to engage with it

Newsworthy - use of case studies

1. What are you trying to communicate? How might this differ for different publics?

Breaking the cycle of bad generational drinking habits will give you a healthier and prolonged life

ATSI - more active campaign, go into known effected communities, talks at schools, pamphlets in offices

Homeless people - billboard advertising, using media spaces that are offline, bus advertising

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What are you trying to communicate and how might this differ depending on your client and the different publics you’ve identified? What about the different characteristics and expectations of different media platforms?

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What are you trying to communicate and how might this differ depending on your client and the different publics you’ve identified? What about the different characteristics and expectations of different media platforms?

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Pretending that we are the PR and advertising agency, DrinkWise is the client and the publics are the stakeholders.

- 'Moderation is key'
- Responsible drinking
- Prevention is better than a cure (get the message out early)

The tone would differ. For example, when targeting young people the message would be more swayed towards prevention as opposed to older publics where cure and testing would be more viable.

When looking at different media platforms, you need to consider both the reach of that platform and the publics who would be exposed to your communication strategy on the differing platforms.

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2) A campaign to raise awareness around the issue in an initiative by the Cancer Council. Community triathlon w/ teams. Split into teams, individuals, competitive, leisure. Have a mini triathlon for cancer survivors, cancer patients and their families. 

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2) A campaign to raise awareness around the issue in an initiative by the Cancer Council. Community triathlon w/ teams. Split into teams, individuals, competitive, leisure. Have a mini triathlon for cancer survivors, cancer patients and their families. 

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Everyone involved in the triathlon is sponsoring someone specifically - they are assigned to someone.

Pop up tents:
- water bottle with info.
- education on alcohol
- everyone gets given a kombucha at the end of the race.
- 'my mornings matter'

Spokespeople:
- speak at triathlon throughout the morning.

Games:
- beer goggles.
- mini relays for little kids

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Design a communication strategy that considers advertising and public relations across media platforms. Include a publicity component where you use a newsworthy angle to engage your public via news media sites. 

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Design a communication strategy that considers advertising and public relations across media platforms. Include a publicity component where you use a newsworthy angle to engage your public via news media sites. 

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% of - Broad (across different platforms)
- Engaging with those who are licensed to sell alcohol (including bars, pubs, clubs, etc.)
- Engaging with supermarkets that sell alcohol (a more face-to-face approach)

Publicity Component
Use eye-opening statistics to hone in on the message and to bring the message home.
For example:
- 2106 people died from alcohol attributed cancer, with breast cancer being the most common for women and bowel cancer for men, in 2015
- In 2015, more than a third of alcohol related deaths were attributed to cancer
- The World Health Organisation estimates that alcohol consumption is responsible for 351,000 cancer deaths internationally every year
- 5.6% of all cancer cases each year are attributed to alcohol abuse

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1. a) What do you know about your publics?

Publics involved include;
Parents
Educators
Governments
Youth organisations ie beyondblue and life line
Young people

b) Can you break down your publics into smaller groups according to what you know?
Yes -
Personal/emotive connection = parents, friends and family of young people

Institution = educators, government, social institutions

Directly impacted = young people

c) What do you need to know about these publics to better develop a communication strategy?
Different generations and modes of communication -  Need to include intergenerational communication
- collaborate with different modes/ publics
- Needs to engage young adults and think about the present
- have an emotional aspect that parents can also approve

d) Does it make a difference if you see your publics as “active” or “passive”? How?
- active = parents, educators, government
- passive = young adults - goal = to engage them through communication strategy

e) How would you best reach your publics? What assumptions have you made about which publics use different media platforms?

young adults = social media - emotional
Government implemented campaign
Use multiple platforms - TV, radio, posters at schools, intervene in schools

Design a communication strategy that considers advertising and public relations across media platforms. Include a publicity component where you use a newsworthy angle to engage your public via news media sites.
Advertising campaign:
Show on TV, sponsored social media
Begins with party scene that all young adults can relate to - slowly show progression of young person's life and health deteriorating. Show the narrative of an individuals life - get young people to engage. Focus on not overdoing it rather than not drinking at all.

Public relations campaign:
Government implementation of campaign directly into schools. Activity/seminars to engage young people.
Use of 'Instagram influencer' to endorse the campaign rather than celebrity. Young people draw a greater connection with influencers on a personal level.

What are you trying to communicate and how might this differ depending on your client and the different publics you’ve identified? What about the different characteristics and expectations of different media platforms?
Characteristics of media platforms - social media = small clip - engagement
TV and radio and posters - get simple message across, target to parents.
Key publics is young people
- engage through real life seminars and influence of social media figures

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4. e) Social media = youth. Personal story.

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4. e) Social media = youth. Personal story.

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Children = interactive informative programs. ie. police programs, Cancer Council programs.

Elderly people: traditional media ie. newspaper, flyers, the news, dr etc.

Advertisements: Dr offices, shops etc.

Create a campaign that connects all groups. eg. Dry July.

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4. d) Yes. If they're active then it's a case of encouraging them to continue, whereas if they're passive it's a case of getting them involved, on-side of the cause and aware of the information. 

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4. d) Yes. If they're active then it's a case of encouraging them to continue, whereas if they're passive it's a case of getting them involved, on-side of the cause and aware of the information. 

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4. c) Social media public communications for teens + youth, newspaper pub. comms. for elderly, ABS statistics/ media releases to provide and depict differences amongst groups, spokespeople/ cancer survivors to speak on broadcast news, podcasts, radio shows and news articles providing information and to create empathy.  

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4. c) Social media public communications for teens + youth, newspaper pub. comms. for elderly, ABS statistics/ media releases to provide and depict differences amongst groups, spokespeople/ cancer survivors to speak on broadcast news, podcasts, radio shows and news articles providing information and to create empathy.  

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a)

What do you know about your publics?
that our client are religious organisations that is anti alcohol consumption for religious and health reasons. eg SDAs

b)

Can you break down your publics into smaller groups according to what you know?
Different denomination of christiantiy  and the digital divide; age gaps in the church.

c)

What do you need to know about these publics to better develop a communication

strategy?
whether the specific  denomination of Christianity is anti alcohol for religious reasons or health reasons(Your body is a temple of God- somewhere in the book of romans).

d)

Does it make a difference if you see your publics as “active” or “passive”?  How?
Yes, this will determine how aggressive the communication campaign is, whether we use more positive notions to persuade or negative ones.

e)

How

would you best reach your publics? What assumptions have you made about

which publics use different media platforms?
every week at church or online via websites. We are assuming everyone goes to church and that there is not digital divide that prevents people from online activities.

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a) What do you know about your publics?
- Those who seek advice on drinking (e.g. limits, health risks, etc.)
- According to drugabuse.com, the Boomers, 19 was the age during which alcohol was most frequently consumed, whereas Gen X and Millennials peaked at age 22
- Those who are older are known to drink more regularly but less at a time and young adults have been proven to drink less often but abuse when they drink

b) Can you break down your publics into smaller groups according to what you know?
Drinkers (or those who are considering drinking):
- Over 18s
- Under 18s
Parents
Individuals with a history of cancer or those who are more susceptible to cancer

c) What do you need to know about these publics to better develop a communication strategy?
- How each groups consumes media (e.g. younger generations would be more reachable on social media as opposed to older generations who would be more exposed to news channels and newspapers)
- The intent behind drinking generally varies depending on age

d) Does it make a difference if you see your publics as “active” or “passive”?  How?
- Yes, because it helps to determine the intensity of the communication strategy

e) How would you best reach your publics? What assumptions have you made about which publics use different media platforms?
- Refer to (c)

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4. b) Smaller groups: different types of cancers, Indigenous and Torres Strait Islanders, LGBTQI+ peoples impacted by cancel, pro-bono and financially assisted/supported people, multilingual groups, schools, youth, women, men etc. 

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4. b) Smaller groups: different types of cancers, Indigenous and Torres Strait Islanders, LGBTQI+ peoples impacted by cancel, pro-bono and financially assisted/supported people, multilingual groups, schools, youth, women, men etc. 

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4. a) Publics= anyone impacted by cancer who seeks support, those who do research in the cancer field and people who seek to support those impacted by cancer, i.e. donors. 

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4. a) Publics= anyone impacted by cancer who seeks support, those who do research in the cancer field and people who seek to support those impacted by cancer, i.e. donors. 

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4.  Not-for-profit organisation advocating to reduce the impact of cancer. They fund cancer research, prevent and control cancer, and provide support for those impacted by cancer. They are the only charity in Australia to work across all areas of cancer. 

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4.  Not-for-profit organisation advocating to reduce the impact of cancer. They fund cancer research, prevent and control cancer, and provide support for those impacted by cancer. They are the only charity in Australia to work across all areas of cancer. 