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5 Planning Environmental Communications

Media
options
Problem
Statement

Goals

Audience
Analysis

Message
Development
$
Audience
Suitability
Media Choice and Design
(budget constraint)
Project
budget


Timeline
(budget constraint)
Outcome and Impact
evaluation
Fig. 5.1 Communication Planning Model. Original graphic, Richard Jurin
5.2.1 Problem Statement
Communication campaigns are launched in response to specific issues, problems and
needs. Issues are wonderfully multidimensional, so planning must be too. A planning
process begins with a thorough analysis of the subject to be addressed. During issue
analysis, record as much detail using descriptors about each of the issues components
as you can. Try to concisely define the frame. After careful consideration and exploration
Problem statement: Melanoma rates are increasing and there is increasing
evidence that UV radiation from the sun is linked to skin cancer
Goals: get Australians to protect their skin
Audience analysis: Affecting wide range of
Austrlians - varying age groups and types of
people, thus considered general public. Therefore
the aim of this campaign is to reach as much of
the Australian public as possible. As general
public are not from a scientific background, the
campaign needs to simply address the problem
without much need for explanation - skin cancer
rates are rising, sun causes skin cancer - and give
an action: protect skin from sun
Objective: target as much of the Australian public
as possible. Get them to protect them selves from
the sun
Public campaign - TV advertisements,
radio advertisements
Design: catchy song, utilizes rule of
three , Friendly seagull makes it kid
friendly
Ongoing campaign
Slip, slop, slap - Public Campaign
Outcome - people are much more
aware of skin cancer and how it is
caused
Impact Evaluation: high impact, still
remembered today, more than
thirty years later