There are 2 TMAs for COM388e Communication Campaign Planning. TMA01 and TMA02 are each worth 20% of the overall assessment score. Class Participation/Discussion Board (DB) are worth 10%. Together, they constitute 50% of the final mark (the End-of-Course assessment constitutes the other 50%).

Note: To pass the course, you will need to pass both the continuous assessment component (i.e. the assignments) and the End-of-Course assessment.

You are to include the following particulars in your submission: Course Code, Title of the TMA, SUSS PI No., Your Name, and Submission Date.

Please upload this assignment to Turnitin by Sunday, 9 February 2025, 11:55pm.

Resubmissions are allowed before this cut-off time.

It is strongly recommended that you make an early submission to check the originality report and, if necessary, make amendments to your document for resubmission. Note that the Turnitin report is usually generated immediately after the first submission, however, subsequent reports may take up to one day to generate. Do note that Turnitin will not accept any further submissions AFTER the cut-off time. There is a 12-hour grace period after the cut-off time,
which is not an extended deadline but solely meant for solving any technical problems that you may encounter while attempting to make a submission before the cut-off time. Please email Canvas Support immediately (with relevant screenshots and your TMA attached) and follow up with Canvas Support first thing in the morning to ensure that the problem is resolved before the grace period is over.

One late submission is allowed only if no prior submissions were made before the cut-off time. Do note that the Canvas system will automatically deduct penalty marks for every day that your assignment is late. With this automatic deduction, there will be no need to request for extensions from your tutor because your tutor does not have the mandate to over-ride the Canvas system settings. You will need to form your own judgement as to how many marks you
are willing to forego for each extra day that you gain to work on your assignment.

Take care to ensure that you upload the correct TMA document to the correct folder of the correct course. Requests to transfer incorrectly uploaded documents to the correct folder will require an official appeal (and an administrative fee).

Backup your TMA at all times. Once you have uploaded your TMA (in Word document format only), retain the Turnitin digital receipt as evidence of a successful submission. View your submission to ensure that the entire document has been uploaded successfully.

Plagiarism and Collusion

The assignment is to be completed on your own. You may discuss the TMA with your coursemates; however, the assignment must be written independently. Do not share your notes, draft or final TMA with anyone before the marked TMAs are returned to you.

Avoid plagiarism by giving yourself sufficient time to research and understand the material so that you can write up your assignment in your own words. Quotations should be used sparingly.

Simply citing the source of ‘copied’ chunks of text does not excuse it from plagiarism. Do ensure that any paraphrasing is done appropriately, even if you use text from your own work that you have submitted as part of another assignment for the same or another course.

The University takes a very serious view of plagiarism (passing off someone else’s ideas as your own, or recycling of contents from your own earlier marked TMA from the same course or another course) and collusion (submitting an assignment which is the same or very similar to another student’s). Both are very serious academic offences. Please refer to the Student Handbook on the penalties of plagiarism or collusion. You are strongly advised to submit your
TMA early, check the plagiarism report yourself, and if needed revise and resubmit your TMA before the submission deadline.

Format Requirements:

• A cover page to include course code, course title, assessment title, student name, and
student PI number.
• Font Style: Times New Roman; Font Size: 12; Line Spacing: 1.5 lines.
• Include the page number on each page.
• In-text citation and referencing in APA style.

TMA01

Answer the following question. (100 marks)
Question

Examine the Beyond The Label campaign, which is led by the National Council of Social Service, to widen community support for persons with mental health conditions.

The campaign aims to connect the public to mental health community services and resources and enable more individuals to easily access the support they require. Details can be found at https://www.ncss.gov.sg/our-initiatives/beyond-the-label.

Prepare a Strengths, Weaknesses, Opportunities and Threats (SWOT) analysis where you will identify the opportunities/threats as well as appraise the strengths/weaknesses of the campaign.

In your analysis, identify the target audiences and conduct formative research on the various communication issues in view of the target group. (80 marks)
Pay attention to language, organisation and APA citation and referencing in your writing. (20 marks)

The analysis report should contain no more than 1,000 words (excluding references). It will be graded in terms of content and quality of arguments, as well as the quality of scholarly writing, e.g. use of APA citation style, list of references etc. All sources utilised for the report must be cited and referenced.

TMA02
Answer the following question. (100 marks)
Question

The First Device Campaign in Singapore, initiated by Touch Community Services, is designed to equip children aged five and above with essential life skills, enabling them to navigate the complexities of an increasingly digital environment in a safe and responsible manner.

Sun, D. (2024, March 23). New campaign in S’pore focuses on how to safely introduce digital devices to children. The
Straits Times. https://www.straitstimes.com/singapore/10000-families-to-get-resources-to-safely-introduce-digitaldevices-to-children-under-new-campaign

a) Design a campaign message for this initiative by applying Mattson and Lam’s (2016) five principles of persuasive message development (you do not need to use all five aspects, but only where relevant). The design of the campaign message should be supplemented with a textual explanation that clarifies the rationale behind the image design.

You will NOT be graded on the aesthetics of the campaign message image, but on how well you design and justify your campaign message.

Details can be found at https://www.touch.org.sg/get-assistance/tips-and-articles/first-devicecampaign.html

Your answer should not be more than 500 words. Marks will be deducted for excessive length. (40 marks)

b) Having crafted the campaign message, the next step involves disseminating it to the target audience, specifically parents with young children. You are tasked with developing a proposal to identify the most suitable media platforms for the campaign. The proposal should consider both traditional and new media, assessing the respective advantages and disadvantages of these media platforms in view of the campaign and target audience.

The proposal should be no more than 1,000 words (excluding references). The proposal will be graded in terms of content and quality of arguments, as well as the quality of scholarly writing, e.g., use of APA citation style, list of references. All sources must be cited and properly referenced. (40 marks)

Pay attention to language, organisation and APA citation and referencing in your writing. (20 marks)