In your groups, brainstorm publics/stakeholders for your client to communicate the links 

between cancer and drinking alcohol 

(and thus 

it might be about 

responsible drinking of 

alcohol)
the public are people who have or have been affected by cancer. Also the general public.

Stakeholders for the Cancer Council are: 
 - the Australian Government
 - people who work for the Cancer Council
 - cancer patients and their family
 - places that stock Cancer Council items
 - Medical staff 

. 

B.

Address the following:

a)

What do you know about your publics?

For the Cancer Council, the general public is for the most part aware of the organisation, and the disease. We consider cancer patients to more so be stakeholders as they are more directly affected by the CC decisions. 

b)

Can you break down your publics into smaller groups according to what you know? 

Age groups eg, children, adults, elderly 

c)

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

strategy? 

It can be important to understand how much people care about the issue. People are more inclined to support the CC when they are directly affected by cancer or know someone who is. 

d)

Does it make a difference if you see your publics as “active” or “passive”?  How?

An active public is more beneficial to the cancer council rather than a passive public. The CC provides the public many opportunities to be active eg. the Relay for Life, buying CC merchandise and donating on their website 

e)

How

would you best reach your publics? 
What assumptions have you made about which publics use different media platforms? 
The CC can use knowledge of their different public groups to more easily reach them.
 -  Eg Gen Y are more likely to use Facebook
 -  the elderly interact more with television and the newspaper. 
 - Whereas Gen Z could be reached through a social media platform such as TikTok. 
 - Merchandise would be a suitable way to reach all age groups

C.

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. 

 - social media challenges. Maybe on platforms such as Facebook, Tiktok
 - advertisements that uses emotions to reach its audience
 - a news story,  that uses a personal story discussing the link between cancer and alcohol

D.

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?

Targeting younger audiences in educating them about the danger of alcohol and their link to cancer.
Scare tactics 

Older demographics it would more about damage reduction as they are less likely to be drinking large amounts

A.     Australian Population 
 B. 
 Law enforcement , healthcare, australian population,
drinkwise, NFP social groups, cancer council, education department 
 B. a
 aus population - ABS
 information collection - media, mainstream, social media
 department of education - PDHPE, Healthy Harold 

c) cultural context, how they receive their information/communication, social context – group of friends/WOM, physical areas of high risk – bars/pubs/Kings Cross/CBD

d) aus pub – as passive – posters 

department of education – emphasis on informing 

active publics – events

e) assumptions – social media – need to reach everyone above 18 as they are likely to be drinkers 

department of education – healthy Harold 

health – tv ads, rehab services, newspapers, online news articles 

 

4c)

Series of short Story – ?

General advertising – healthcare campaign e.g. covid-19 – scare tactic – new study shows…, are you drinking more than this x? a week… > provoking the audience – cause the audience to question their habit 

4d) spreading awareness of the link – inform the public 

4e) marketing strategy would change – possible change of platforms?