Communication Campaign Plan- Donate Life Week Assessment Answer

CAMPAIGN PLAN: PART A

Part A

Introduction

Campaign plan can be described as a short-term plan which is integrated with communications to improve the sales of the business firms. Therefore, in this report, a communication campaign plan will be produced for the client Organ and Tissue Authority about their campaign Donate life week. Through this communication plan, the awareness about organ donation will be spread among the 18 to the 25-year age group of Australian. The company is owned by the Australian government which works to improve the organ and tissue donation and transplantation in the country (Govt, 2020). In order to generate this communication campaign plan, Swot analysis, strategy, objectives, tactics and other areas will be considered. In addition, there will be recommendations in the end by addressing the issues of the organization.

Analysis  

● Situational analysis (SWOT)

In order to define the current situation of Organ and tissue authority, swot analysis will be used in this report. As per the view of Phadermrod, Crowder & Wills, 2019), swot analysis is a strategic planning tool to analyse the strengths and weakness of the business firms. Below, the swot analysis of the Organ and Tissue Authority is discussed in the table manner.  

Table 1: Swot analysis

(Source: Created by author)

● Background research on the issue(s) and audience(s)

There are several issues that exist in the implementation of this communication strategy. Below they are mentioned:

• There are only 2 to 3% Australian who are suitable as organ donors.
• Low level of awareness regarding donation and registration in a particular segment in Australia. 
• It has been observed that in the community groups, campaigning needs to be generated by considering the sensitive issue which restricts the activities of communication programmes.

● Publics: segmented

The target segment for this communication plan is 18 to 25-year-old Australian. This target segment has been selected because there is a huge lack of awareness among this particular target segment regarding organ and tissue donation. The report of Govt (2020), reveals that around 88% Australian of this age bar register themselves as a donor, but among them, only 14% of the population signed up for donation. That is why this particular segment has been targeted to spread awareness. 

● Goal

The primary goals of this communication campaign plan are as follows:

• To promote high awareness among the age group of 18 to 25 about the importance of organ and tissue donation.
• To improve the capability and capacity of the health system by maximizing the donation rate in Australia.
• To develop awareness among the community group about organ and tissue donation through the promotion 
• To enhance the stakeholder engagement in the organ and tissue donation in Australia

● Strategy

In this communication campaign plan of donating life week, some strategies will be followed to implement the plan successfully. The strategies are discussed below: 

Creating a common vision: 

Initially, a common vision will be set up to develop this communication campaign plan. In the view of Yang & Liu, (2020), generating vision is effective to implement any plan accurately. For this purpose, the problem will be analysed in detail to identify the solution. In this way, the common vision will be followed.

Figure 1: Creating a common vision 

(Source: Created by author)

Understanding the stakeholders:

The stakeholders of this communication campaign plan are the 18 to 25 age group of Australian, community members, the Australian government, health organization and others. However, it is needed to understand the stakeholder’s interest as they may support the campaign or provide adverse effects.

Accurate planning:

The planning is essential in this campaign strategy; therefore, proper planning will be generated by including the budget, time schedule and other significant factors.

● Objectives

There are three objectives of this communication campaign plan. They are as follows:

• To encourage the young Australian for tissue and organ donation.
• To develop the health system of the country.
• To gather more donors in Australia by registering themselves.  

● Tactics

Three specific tactics will be followed in this campaign that is mentioned below: 

Grabbing media attention:

Organ and Tissue Authority will grab the media attention to spread the awareness of tissue and organ donation among more people of 18 to 25 age bar. As mentioned by Tresch & Feddersen, (2019), media coverage is effective to grab more attention of the people in a campaign.  

Social media promotion:

In order to spread awareness to more Australian about organ donation, social media (Facebook, Instagram, Twitter) promotion will be adopted. The report of Exalted Digital (2020), shows that around 79% of Australian uses social media in daily life.    

Campaign advertising:

The campaign will be promoted through different advertising methods such as poster, radio, TV announcement, and billboard and through others.

● Proposed Evaluation

In the strategy section, it has been proposed that the Organ and Tissue Authority will generate a vision first to implement this campaigning programme in an organized way. Along with this, understanding the stakeholder interest will be helpful to maintain the activity of this campaign significantly. On the other hand, it is also proposed that social media promotion will be arranged for this campaign as in the era of digitization, with the help of social media campaigning, it will be possible to gather more people for this campaign.   

Recommendation

Recommendations are provided in this section to implement this communication campaign programme more successfully in Australia. 

• Organ and Tissue Authority needs to present the data and statistics of tissue and organ donation in Australia to gather the attention of the public with ease.
• It is needed to invest certain money on the research and development area to present the message of this campaign more accurately to the target age group. 

Conclusion

In conclusion, the Organ and Tissue Authority needs to consider the proper planning of this campaign in order to implement the programme successfully in the market. Media engagement and social media promotion will be effective in this case.

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Media Release Planning Worksheet

Planning questions

Outline for your media release

For Release Time: 

Date: 

Organ and Tissue Authority announces #Donatelife week campaign

City— Australia

Date — 24th July

Positive Impact

The Donatelife week campaign will improve the number of organ donors in Australia. Along with this, it will help to develop the health system of the country. It has been observed that a huge number of Australian, especially the age group of 18 to 25 years, are not aware of the importance of organ and tissue donation in Australia. This campaign will provide a positive impact on them by encouraging the population to register himself as an organ donor in Australia.

Campaign availability

#Donatelife week is a programme of the Australian government. The programme will be held from 26th July to 2nd August. People can register himself through the website of organ and tissue authority as a donor. The people who have already registered themes as donors, need to talk with their family and friends and encourage them to donate organs. Along with this, the information of this campaign needs to be shared by the people to help organ and tissue authority to gather more people for this campaign. 

For more information, press only:

PR Contact Name: 1300 656 780

Phone number: 1300 656 896

Email: [email protected]

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