AC 3.1 – Plan a Campaign for Change
FOCUS, AIMS AND OBJECTIVES
My campaign for change is related to screen addictions, because it is extremely understood and
under-diagnosed. It is commonly becoming a more serious and common issue which I decided to
base my campaign on because despite screen usage rising 1000% in the last 20 years, only 1.5-8%
have been diagnosed with a screen addiction (Source: Office of National Statistics). My main aim of
my campaign is to raise awareness of this issue, and to encourage people to seek support for this if
they need to. In order to achieve these aims, my short-term goals follow the SMART technique. My
first objective is to set up a Twitter account about screen addictions and attain at least 100 retweets
by sharing information, support and stories of how it has affected people. This objective will help me
with my aim of highlighting support channels and advice for victims. My second is to educate people
on screen addictions by creating and distributing 200 posters in a range of schools and the town
centre where they are most likely to be seen. These posters would share advice and information to
not only those most vulnerable, but everyone. My third objective is to sell merchandise, the profits
from which will be invested further into the campaign. I will design and sell phone cases, badges and
t-shirts which will have facts and catchy slogans on them to share the campaign and to encourage
others to look into or seek advice about screen addictions.
TARGET AUDIENCE
My target audience are people aged 16-25, as this age range includes the majority of those who
suffer from a screen addiction. 40% of 18–22-year-olds admit to being ‘somewhat’ addicted to social
media as well as 37% of 23–38-year-olds. I have made my aims and objectives to specifically target
this age range, because by educating young people on screen addictions, it could prevent more cases
from occurring in the future. Alternatively, it could prevent people from suffering further by making
them seek help if they think they have a screen addiction by outlining to victims early on that there
are many support channels available to help them.
METHODS AND MATERIALS
My first method will be the use of social media. Social media is a key method for reaching a wide
range of people – particularly those in my target audience, as many this age use social media. I will
create a Twitter account to give advice to victims, by sharing support channels and stories of those
who have been affected. However, this does have its drawbacks as not everyone is on social media,
particularly those who don’t have phones or access to the internet. Additionally, since it is a
campaign to fight screen addictions, it is counterintuitive to use screens in the campaigning. Social
media should be a largely successful method, and I will use it to achieve my objective of starting a
Twitter account sharing information and support, and will gain at least 100 retweets. I will tweet
advice about the assistance available for those suffering with screen addictions and mention any
existing helplines or websites which they might find useful.
My second method will be the use of posters, which I can distribute across colleges, universities and
places my target audience are sure to see them. They will encourage people to seek help should
they need to and will raise awareness about the lack of knowledge surrounding screen addictions. If I
was to create leaflets instead, it would take much longer to read due to having lots more
information, which would likely be ignored by whoever saw it. This would limit awareness
dramatically if I chose a leaflet as one of my methods. I will use a poster to encourage people to
learn about or seek help for screen addictions.
My last method will be merchandise, of which I will create a t-shirt, badge and phone case. I have
chosen a badge because a catchy slogan can be put on it which will make my campaign memorable.
Badges are affordable to produce and purchase which wouldn’t limit the range of people who could
afford to buy my merchandise. T-shirts would also be effective, as the campaign message would be
spread when worn in everyday life, therefore raising awareness for my campaign and its cause.
