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critically analyzing a campaign
Journalism & Communication
Pages 9 (2259 words)
Social media campaigns are often used to influence positive behaviour change among the targeted audiences. In most cases, social campaigns have high social relevance to the targeted people. As such, this paper seeks to critically evaluate a government sponsored social campaign in the United Kingdom that is mainly concerned with promoting anti drinking and driving behaviour among the motorists.
The main points discussed will be summarised at the end of the paper. The problem of driving under the influence of alcohol is a cause for concern especially in the UK since it contributes to unprecedented deaths and injuries annually among the people involved in accidents while driving under the influence of alcohol. For instance, “in 2011, 280 people died in the UK in drink driving incidents. Although the number of casualties caused by drink driving has dropped dramatically in the last 30 years, it is still the cause of 15 per cent of all road deaths,” (Taylor, 2013). Strict penalties are also imposed to address this problem and it can be seen that drink drivers risk a fine of up to ?5,000, a minimum 12-month driving ban and a criminal record (Taylor, 2013). However, since this is an issue of high social interest, people need to be persuaded in order for them to positively change their behaviour in as much as drink driving is concerned. Persuasive communication through the use of social campaigns is one effective way of dealing with such kind of problem since it is designed to reinforce the message so that the desired goal can be achieved among the targeted people. In carrying out such a campaign, the media is strongly used and marketing principles are also utilized. ...
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