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Ngala Campaign

This campaign is hypothetical.

About

Unplug and Reconnect is a communication campaign that I designed as part of a team. The purpose of the project was to develop a campaign on behalf of Ngala, to raise awareness of the negative impact that mobile device usage is having on parenting and child-parent relationships, in an effort to reduce the prevalence and severity of distracted parenting within families with children from 0-4 years old.

10 Point Plan

Background Research

The first step of designing a campaign is to conduct research into the (hypothetical) client, Ngala, including who they are, what services they provide, what their current programs and communication strategies are, previous campaigns, as well as their mission, purpose and values. Having a thorough understanding of the client helps to inform the campaign, so we develop a campaign that is relevant and meaningful.

Situational Analysis

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SWOT Analysis

Strengths

The organisation is well established in WA.

  • Large budget means more freedom for creativity with tactics.

  • Similar organisations already collaborated with Ngala and would likely support the campaign.

  • Ngala already have media connections that could help to promote the campaign.

  • The campaign focuses on a heartstring issue that can gain the audience’s sympathy.

Weaknesses

  • Parents are ashamed of their overuse of technology impacting their kids making the topic difficult to discuss. 

  • It is difficult to change parent’s screen behaviours because they have been established for so long. 

  • Children are too young to speak up meaning parents must realise that their behaviour is problematic on their own.

  • Other organisations may not support campaign because the topic is controversial.

Problem & Opportunity

Threats

  • The campaign can be innovative, creative and utilise multiple channels. 

  • Can connect with similar organisations to reach a wider audience on a budget.

Opportunities

  • Content posted on social media is uncontrolled and could receive backlash.

  • Tone of the campaign could be misconstrued to be blaming.

  • Audience may not listen to the message because they become defensive.

  • Messages could get lost in noise of parenting advice online.

  • Media outlets and organisations may not want to collaborate because content is controversial.

Advancing technologies, and the increased usage of them, is leading to distracted parenting, negatively impacting parents’ relationships, and interactions with their children. The continual connection provided by phones, combined with the social pressure to respond quickly to calls and messages, is leading to increased use and reliance on mobile devices, ultimately disrupting parent-child interactions (Kildare and Middlemiss 2017). While parents are still constantly present in their child’s lives physically, they are less attuned emotionally (Christakis 2018). This distracted parenting effects child development, as child development is relational (Christakis 2018), and learned though consistent interaction. Potential impacts of distracted parenting relates to social skills, speech, focus, relationships, and emotional maturity (Ralston 2016). The opportunity that this presents for Ngala, is to inform parents of the impacts that mobile devices are having on parenting and thus, child development, in an effort to reduce the amount of distracted parenting in society. This is to be achieved through an innovative campaign that is implemented across multiple platforms, targeting pregnant women and parents with young children (0-4).

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Goals & Objectives

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Target Audience

Ngala’s purpose is to support and strengthen their target audience who predominantly consist of parents, families, and communities. Their main mission is to serve as a steadying hand during a journey that parents take with their children. By ensuring there is enough resources, networks, and services available in a range of topics on multiple platforms, this will enhance the well-being and development of children and young people.

Stakeholders

  • Local Government

  • Australian Government

  • Government of Western Australia

  • Membership Organisations

  • Sponsorships

  • Research Partners

  • Trusts and Foundations

  • Internal (team & members)

Messages

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The slogan “Unplug & Reconnect” intends to encourage audiences to ‘unplug’ from their digital devices, and ‘reconnect’ with their families and children. It is precise in order to deliver the main message of the campaign quickly, and so that it is memorable.

Strategy Statement

Our strategy is to develop an informative campaign to raise awareness of the negative impact that mobile device usage is having on parenting and child-parent relationships, in an effort to reduce the prevalence and severity of distracted parenting within families with children from 0-4 years old. This campaign has goals of increasing awareness of distracted parenting caused my mobile device usage, and how this is harmful to the development of their children, in an attempt to provide guidance for parents that they may reduce the use of mobile devices. All tactics for this campaign have respective objectives to complete within the duration of the six months that the campaign is running for. Objectives include achieving 80 downloads of each PDF by the end of the campaign duration, having 50 attendees (minimum) to every event held each month and having at least 90% of merchandise being sold at the events to be gone by the time the campaign is over. We also aim to reach 1,500 people on both Facebook and Instagram within the duration of the campaign, and a 10% increase in the number of likes and followers on the respective platforms. There is also the objective to have increased activity on the website by 10%. These objectives were created with the intent of promoting the key messages of the campaign; to ‘unplug’ from their mobile devices and ‘reconnect’ with their children, to ensure that they receive the best social, physical and emotional development possible. These messages will be delivered though predominantly new media channels, with corresponding tactics of downloadable PDFs, social media and radio advertisements. Traditional media however, will be partially used though the tactic of A3 sized posters, and interpersonal media will be used with the corresponding tactics of communicating directly to parents though Ngala events. The success of the campaign will be monitored and measured through quantitative data of the number of people who attend events, and also the number of people who engage with Ngala via social media and the website; at both a summative and formative (beginning and end) process and evaluation of the campaign. Surveys at Ngala events, as well as through online platforms, will monitor via qualitative surveys if parents have been influenced to spend less time on their mobile devices and their reasons for doing so; thereby informing Ngala if the campaign has been effective. The campaign will run for six months; starting at the very end of December 2020 and commencing until the end of June 2021. This campaign will be sure to inform parents of the negative impact of distracted parenting on child development, and encourage them to “Unplug and Reconnect”.

Channels & Tactics

Using the correct communication channels in a campaign is important, and they need to be considered carefully so they can suit the campaign and its target audiences. Multiple communication channels have been chosen for the benefit of this campaign’s outcomes. These channels fall under interpersonal communication, new media, and traditional media. They were specifically chosen for the way they can reach wide audiences and relate well to the campaign. 

Interpersonal

Downloadable Activities (PDFs)

A range of quick and easy emotional intelligence building activities will be posted on the Ngala website and social media pages. The aim of these activities is to encourage parents to put down their digital devices and spend uninterrupted time with their child. The activities have been created to build social skills within children. The activities can be completed in under an hour with items that can be easily found around the house. PDF instructions for each activity can be downloaded from the website.

 

Events

There will be events held by Ngala that will highlight this fact and the importance of positive non-verbal communication. The activities held will be interactive so attendees can follow along, they will go into detail about how to teach a child to match their movement to their message. With many examples being displayed, and activities to keep people engaged, the hope is to encourage proper non-verbal communication between parent and child without technology in the way. There will be one event (the duration of two hours) at the end of each month throughout the duration of the 6-month campaign (6 events in total). They will be held in Perth at the Victoria Park Community Centre. If COVID-19 (Coronavirus) is still an issue and inhibits these events from taking place, all events will be held online.

 

Merchandise

The merchandise will mirror the message being communicated during the event. They will be available for attendees after the event and will act as reminders of the things they will have learnt during the event. The key merchandise will be a pop socket, which is an accessory for a mobile phone, lanyards, and pens, as well as flyers for further information about what was taught during the event. The tactic behind this merchandise is to remind the parents who attended the event of what they learnt with these small items which hang around and become useful to someone, the pop socket, for example, is a mobile accessory and if used, the parent will see it whenever they use their mobile.

 

Advertising

The advertising for the event will be like the posters in the rest of the campaign to keep consistency. Additional information included will be all the necessary information someone may need to know about the event, including date, time, and location. These will be displayed on public transport, day care centres, schools, children’s medical centres, and pregnancy wards or gynaecologists.

Print

Posters

Design a range of posters that emphasise the impact of mobile device usage on young children’s development. These posters will include real images of parents with their children, particularly images where there is an emphasis on their interpersonal connection. Using realistic images will be likely to capture the attention of parents and engage them with the poster. The posters will include the campaign’s main message; “Unplug and Reconnect”, as a straight- forward and simple message. It will be followed by information that quickly explains the issue; “Distracted parenting inhibits child development”. This will be followed by the Ngala logo, as well as Ngala’s social media icons and their website to link the poster with the other tactics within the campaign. These posters would be displayed near day-care centres, early childhood centres and primary schools to ensure that it is being seen by parents with young children. It would also be displayed in medical practices such as medical centres.

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Digital

Audio/Radio

  • Spotify 7 seconds-30 seconds advertisement.

  • Podcast 14 seconds advertisement.

These advertisements will run through the duration of the campaign before the first event is held. These advertisements will consist of sounds of young infants and/or children in the background conversing with their parents. At the same time throughout, notification sounds from a mobile are heard going off in the background. This breaks the conversation a parent is having with their child, multiple times. The parent stops to look and read the screen on their phone, sounds of a text message is heard from the parent typing and receiving messages. The conversation is continued to then be cut out again by the phone’s notification. A message is said at the end “Unplug and reconnect”.

Social Media

These audio (Spotify and podcast) advertisements are to link back to a social media campaign on Facebook (Ngala’s page) and Instagram both similar in nature. This will be created for viewers and followers to find out more information regarding this campaign by tapping on the advertisement or the link provided in the description. The social media campaign with carry out the same images and messages from the posters, however these will be designed to cater social media crowds. These tactics will be close in nature, linking the whole campaign as one. 

 

The descriptions on the post will have relevant information consisting of:

 

1. List of information to the website, and other social media pages.

2. Future events held by Ngala, date, time and venue location.

3. Educational tips and tricks backed by scientific studies and surveys.

4. Links to website pdf’s, additional material, Interactive book that target parents.

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Budget

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Timeline

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Evaluation

  • Research changing statistics of mobile usage consequently causing distracted parenting in WA though both statistics in current investigations (quantitative), and surveys (qualitative)

  • Determine the number of taps on Spotify and podcast advertising to the campaign (quantitative).

  • Determine the number of followers on Instagram (quantitative).

  • Determine the number of likes on Facebook (quantitative).

  • Determine the number of PDF downloads of the activities (quantitative).

  • Determine average level of engagement of posts on both Instagram and Facebook (quantitative).

  • Determine traffic/bounce rate of the website (quantitative).

  • Determine number of people who have attended each event though a role system (quantitative).

  • Determine people’s experience of attending events though a short-answer styled survey – qualitative.

  • Analyse how rapidly the audience engaging is changing with Ngala – if there is little change, analyse what could be altered to improve the communication plan.

References

Christakis. 2018. The Dangers of Distracted Parenting. The Atlantic Monthly 322 no.1: 11-16.

Ralston, S. 2016. What’s Wrong with Distracted Parenting? An Ethical Analysis. 2nd ed. 

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