DECLARATION OF ORIGINALITY
NAME AND SURNAME: NONTETHELELO MLAMBO_______________________
MODULE CODE: 196992_________________
STUDENT NUMBER: 67177700 ___________________________
SIGNATURE: N. MLAMBO__________________________
DATE: 19/05/2025_____________________________
WITNESS: W. NZAMA_______________________________
DATE: 19/05/2025________________________________
I confirm that:
1. this MODULE contains my own, original ideas and work. Those ideas, or work, that are
not my own, have been cited through the prescribed referencing system which I have
familiarised myself with in Tutorial Letter CMNALL/E/301.
2. I have not submitted the ideas or work contained in this MODULE for any other tertiary
education credit.
3. I have not allowed, and will not allow, anyone, to copy my work with the intention of
passing it off as his or her own work.
4. I did not make use of another student’s work and submitted it as my own.
5. I have read through the entire tutorial letter (TL_2024_CMNALL/E 301_4_B) on
academic writing and am familiar with the guidelines applicable to this module.
6. I am aware of what academic dishonesty entails and have read and understood
UNISA’s policies in this regard:
o Unisa Policy of Research Ethics
o Plagiarism Powerpoint for Under-Graduate Studies (available under
“Additional Sources” on myUnisa)
o Unisa’s Library Guides on Plagiarism and Ethics
o Policy For Copyright Infringement And Plagiarism
o Unisa Policy on Academic Integrity
COM2613 PORTFOLIO 2025
TABLE OF CONTENTS
[Link] OF COMMUNICATION CAMPAIGN
[Link] OF A CAMPAIGN
[Link] AND DISCUSS FIVE TYPES OF COMMUNICATION CAMPAIGN
[Link] TWO TYPES OF MEDIA
1.1.A COMMUNICATION CAMPAIGN IS A SERIES OF PLANNED ACTIVITIES THAT USE VARIOUS
COMMUNICATION CHANNELS TO PROMOTE A PRODUCT, SERVICE, IDEA OR EVENT TO A TARGET
AUDIENCE. COMMUNICATION IS CRITICAL FOR ANY BUSINESS, WHETHER IT'S A SMALL START UP OR
A LARGE, ESTABLISHED COMPANY.
EXAMPLE OF COMMUNICATION CAMPAIGN
DOVE'S REAL BEAUTY CAMPAIGN IS A GROUND BREAKING AND IMPACTFUL MARKETING INITIATIVE
THAT HAS BEEN RUNNING FOR OVER A DECADE, IT AIMS TO CHALLENGE CONVENTIONAL BEAUTY
STANDARDS AND CELEBRATE THE DIVERSITY AND NATURAL BEAUTY OF WOMEN. THE CAMPAIGN
FOCUSES ON PROMOTING SELF ESTEEM AND BODY POSITIVITY, MAKING IT A SIGNIFICANT
CONTRIBUTOR TO THE BROADER CONVERSATION AROUND WOMEN'S SELF IMAGE AND
EMPOWERMENT.
[Link] CAMPAIGN HAVE LONG AND SHORT TERM OBJECTIVES. THE LONG TERM
OBJECTIVE OF THE DOVE REALLY BEAUTY CAMPAIGN WERE TO PROMOTE SELF ESTEEM CHALLENGE
STEREOTYPES AND INCREASE BRAND AFFINITY, WHILE THE SHORT TERM GOAL FOCUS ON
IMMEDIATE ACTION OR RESPONSES. BY CREATING A CAMPAIGN THAT PROMOTE THESE VALUES,
DOVE AIMS TO FOSTER A POSITIVE BRAND IMAGE AND EMOTIONAL CONNECTION BETWEEN DOVE
AND IT'S CONSUMERS.
[Link] CAMPAIGN
ARE TIME BOUND, INTERMITTENT ACTIVITIES THAT ADDRESS SPECIFIC EPIDEMIOLOGICAL
CHALLENGES, EXPEDIENTLY FILL DELIVERY GAPS OR PROVIDE SURGE COVERAGE FOR HEALTHY
INTERRENTIONS. MEASURES OF HEALTH CAMPAIGN EFFECTIVENESS HAVE TYPICALLY FOCUS ON
COVERAGE OF THE INTERVENTIONS TARGET POPULATION.
POLITICAL CAMPAIGN
ARE ORCHESTRATED ATTEMPTS BY POLITICAL ORGANISATIONS TO GAIN PUBLIC SUPPORT THROUGH
PERSUASIVE COMMUNICATION IN ORDER TO INFLUENCE PUBLIC POLICY IN THEIR FAVOUR.
PUBLIC COMMUNICATION CAMPAIGN
IS PURPOSIVE ATTEMPTS TO INFORM, PERSUADE OR MOTIVATE BEHAVIOUR CHANGES IN A
RELATIVELY WELL DEFINED AND LARGE AUDIENCE, GENERALLY FOR NONCOMMERCIAL BENEFITS TO
THE INDIVIDUALS AND SOCIATY AT LARGE.
ADVERTISING CAMPAIGN OR SOCIAL MARKETING CAMPAIGNS
ARE A SERIES OF COORDINATED MARKETING ACTIVITIES DESIGNED TO PROMOTE A PRODUCT,
SERVICES OR BRAND. THE GOAL OF AN ADVERTISING CAMPAIGN IS TO CREATE A SIGNIFICANT AND
MEMORABLE IMPACT ON A TARGET AUDIENCE, CREATE BRAND AWARENESS INCREASE BRAND
IDENTITY AND ENCOURAGE TO TAKE A DESIRED ACTION.
ENVIRONMENTAL CAMPAIGN
THEY REPRESENT ORGANIZED EFFORTS DESIGNED TO RAISED AWARENESS AND PROMOTE ACTION
CONCERNING ENVIRONMENTAL ISSUES. IT INSTIGATE POSITIVE CHANGE IN HOW INDIVIDUALS AND
ORGANISATION INTERACT WITH THE NATURAL WORLD.
[Link] COMMUNICATION
WRITTEN COMMUNICATION
>THESE TYPES OF MEDIA COMMUNICATION MAKES IT EASY TO GET THE MESSAGE ACROSS.
QUESTION TWO
[Link] THE HEALTH ISSUE AND THE FOCUS OF THE CAMPAIGN
"STOP SUBSTANCE ABUSE Campaign"
THE SUBSTANCE ABUSE CAMPAIGN FOCUSES ON EDUCATING THE PUBLIC ABOUT THE DANGER OF
DRUGS AND ALCOHOL MISUS. THIS ALSO INCLUDES PROVIDING INFORMATION ON THE PHYSICAL
AND MENTAL HEALTH RISKS ASSOCIATED WITH SUBSTANCE ABUSE, AS WELL AS THE SOCIAL
IMPLICATIONS FOR FAMILIES AND COMMUNITIES.
CONDUCT AN ANALYSIS OF THE SITUATION
PEOPLE GENERALLY START USING AND MISUSING SUBSTANCE DURING ADOLESCENCE. MISUSE CAN
BEGIN AT ANY AGE AND CAN CONTINUE TO BE A PROBLEM ACROSS THE LIFESPAN.
GIVEN THE IMPACT OF SUBSTANCE MISUSE ON PUBLIC HEALTH AND THE INCREASE RISK FOR LONG
TERM MEDICAL CONSEQUENCES, INCLUDING SUBSTANCE USE DISORDER IT IS CRITICAL TO PREVENT
SUBSTANCE MISUSE FROM STARTING AND TO IDENTIFY THOSE WHO HAVE ALREADY BEGAN TO
MISUSE SUBSTANCE AND INTERVENE EARLY.
DETERMINE THE PRIMARY TARGET AUDIENCE FOR THE CAMPAIGN
THE PRIMARY TARGET AUDIENCE INCLUDES YOUNG ADULT AGED 18-25 HAS THE HIGHEST RATES OF
ADDICTION.
DETERMINE GOALS AND OBJECTIVES
THE GOAL IS TO REDUCE OR ELIMINATE SUBSTANCE ABUSE AND UNDERSTANDING CO-OCCURRING
MENTAL HEALTH ISSUES AND ADDRESS THE ROOT CAUSES OF ADDICTION.
DETERMINE THE BARRIERS THE TARGET AUDIENCE IS FACING
ABUSE DRUGS CAN PRODUCE FEELINGS OF PLEASURE TO FEEL BETTER. SOME YOUNG PEOPLE
SUFFER FROM DEPRESSION, ANXIETY, STRESS-RELATED DISORDERS. THEY MAY DO DRUGS TO TRY TO
GET SOME RELIEF.
IDENTIFY HOW THE DESIRED HEALTHY BEHAVIOUR WOULD HELP THE TARGET AUDIENCE
REDUCING OR QUITTING DRUGS CAN IMPROVE YOUR LIFE IN MANY WAYS. IT CAN IMPROVE YOUR
PHYSICAL AND MENTAL WELLBEING. REDUCE YOUR RISK OF PERMANENT DAMAGE TO VITAL
ORGANS AND DEATH.
IDENTIFY WHAT IS COMPETING WITH THIS BEHAVIOUR
PEER PRESSURE FROM FREINDS, STRESS RELIEF.
IDENTIFY NATIONAL OR LOCAL CAMPAIGNS WE CAN PATNER WITH OR ADOPT.
WORKING WITH NATIONAL CAMPAIGN LIKE SOUTH AFRICAN NATIONAL COUNCIL ON ALCOHOLISM
AND DRUG CAN HELP OVERCOME ALCOHOL ESCALATING AND OTHER DRUG RELATED PROBLEMS.
DRAFT THE MESSEGE
DRUG ABUSE IS A SHORTCUT TO NOWHERE :LIFE DOESN'T GET EASIER OR MORE FORGIVING, WE
GET STRONGER AND MORE RESILENT.
DETERMINE WHO WILL DELIVER THE MESSAGE AND HOW
I WILL DELIVER THE MESSAGE THROUGH COMMUNITY WORKSHOPS WHERE I WILL BE INTRODUCING
THEM TO AWARENESS CAMPAIGN. AWARENESS CAMPAIGN CAN EDUCATE THE PUBLIC ABOUT THE
REALITIES OF SUBSTANCE ABUSE, DISPELLING MYTHS AND MISCONCEPTIONS THAT OFTEN
SURROUND ADDICTION.
QUESTION 3
[Link] TO MY UNDERSTANDING DIVERSITY IS THE PRESENCE OF INDIVIDUALS FROM A
VERIETY OF BACKGROUNDS, CULTURES AND EXPERIENCES WITHIN A COMPANY OR ORGANISATION.
IT INVOLVES EMBRACING AND VALUING DIFFERENCES, SUCH AS THOSE RELATED TO GENDER, RACE,
ETHNICITY, AGE, DISABILITY, PROFESSIONAL BACKGROUND. THIS INCLUSION BRINGS A WEALTH OF
PERSPECTIVES THAT HEIGHTEN CREATIVITY, INNOVATION AND OPERATIONAL PRODUCTIVITY WITHIN
THE ORGANISATION.
[Link]
FACEBOOK
INSTAGRAM
YOUTUBE
TWITTER
CONTENT TYPE:VIDIOS, PHOTOS AND LINKS
STRATEGY: IS TO CONNECT PEOPLE AND ALLOW THEM TO SHARE THOUGHTS AND INFORMATION
WITH A LARGE AUDIENCE THROUGH SHORT, CONCISE MESSAGES CALLED POSTS.
FACEBOOK
CONTENT TYPE :POLLS, STORIES AND EXTERNAL LINKS
STRATEGY :TO CONNECT PEOPLE BY PROVIDING A PLATFORM FOR INDIVIDUALS, BUSINESSES AND
ORGANISATION TO SHARE INFORMATION, ENGAGE IN DISCUSSION AND BUILD COMMUNITIES.
INSTAGRAM
CONTENT TYPE :REELS, VIDEO SHARING AND STORIES
STRATEGY:TO SERVE AS A VISUAL SOCIAL MEDIA PLATFOR FOR SHARING PHOTOS AND VIDEOS.
YOUTUBE
CONTENT TYPE: SHARE VIDEOS, CREATE CHANNELS, LIKES
STRATEGY:ENTERTAINING, ASK ME ANYTHING, VIDEOS TO INFORMATION, VIDEO GAMES, AND HOW
TO GUID YOU ALSO YOUTUBE SHORT.
UNITY THROUGH DIVESITY, AIMS TO CREAT MORE INCLUSIVE WORLD. THE CONCEPT IS EFFECTIVE IN
SOLVING VARIOUS SOCIAL PROBLEMS. THIS IS POSSIBLE AS DIVERSE PEOPLE TEND TO KNOW EACH
OTHER. THIS INCREASES MUTUAL RESPECT AMONG THE PEOPLE.
[Link] FROM DIFFERENT CULTURES CAN ALSO BRING WITH THEM DIFFERENT WORKPLACE
ATTITUDES, VALUES, BEHAVIOURS AND ETIQUETTE WHILE THESE CAN BE ENRICHING AND EVEN
BENEFICIAL IN A DIVERSE PROFESSIONAL ENVIRONMENT, THEY CAN ALSO CAUSE
MISUNDERSTANDING OR ILL FEELINGS BETWEEN TEAM MEMBERS.
REFFERANCES
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