Strategic Campaign Plan

21/06/23012
Complied for the Coalition of Womens Domestic Violence Services of South Australia By Charlotte Fordham communicate et al

20/06/12

Dear Sharyn Potts, We would like to thank you for approaching our company to design and implement a strategic campaign plan for your organisation. We believe smart PR can increase the impact of almost any organisation, helping them to reach their ultimate goals. Attached is a copy of the strategic campaign plan we have devised for your organisation. The tactics identified are based around a time frame of three months and a budget of $10,000. From the desktop research we have conducted we have decided to focus the campaign around the issue of domestic violence occurring between women and ex-partners. Please enjoy reading the plan we have set out and do not hesitate to contact us with any queries.

Yours Sincerely, Charlotte Fordham communicate et al 8331 1444 cafordham@communikate.net.au

Campaign nameLearn, Move, Grow Campaign objectiveTo create awareness of the organisation within the South Australian community in order to encourage action in the form of organisational funding from the government and local businesses. Funding will aid support to women suffering from domestic violence and attempt to decrease the overall rate of domestic violence and the occurrence of scenarios ending in fatality or injury.

Background on the issueDomestic Violence: Domestic violence occurs when an individual intentionally uses violence, threats, force or intimidation to control and manipulate another individual (Hurt 2010). Domestic violence sees 95% of victims being female and 90% of offenders being male (Hurt 2010). Domestic violence is the most tolerated and wide spread violation of basic human rights in the world (United Nation 2010). One in three women will be beaten, coerced into sex, or otherwise abused (United Nations 2010). There are many organisations that deal with the issue of domestic violence at an international level including Amnesty International, the World Health Organisation, Reach Out and the United Nations Entity for Gender Equality and the Empowerment of Women. On a national level domestic violence is the greatest health risk for women and 1 in 5 women are abused in an intimate relationship at some point in their adult life (Hurt 2010). National campaigns of a similar nature are the White ribbon campaign, and The Line. One of the biggest questions asked is why dont these women leave? This will solve all the issues? Unfortunately leaving is one of the hardest things for a woman to do, the risk for violent action towards the victim increases when she tries to leave (Robinson 2010). A South Australian domestic violence report showed that 55.3% of offenders were an ex spouse, defacto spouse or ex boyfriend/girlfriend (Clarke 1991). Therefore, the campaign will focus on the issue of the difficulty of leaving dangerous environments and ex partner perpetrators. The Organisation: Who? Coalition of Womens Domestic Violence Services of South Australia (CWDVS) targeting government and community support. Basic belief centres around the notion that all people have an essential human right to respect, safety and self determination A focus on women (and children) is evident because the coalition believes that domestic violence and abuse are predominately a gender related issue that

undermines and destroys these essential rights and perpetuates structural imbalances, political, economic, legal and social, within our society. They believe that ALL our communities have a responsibility to recognise and respond to domestic violence. Intervention must occur through government, community and corporate sectors working in unison. Government! Has a leadership role in addressing issues ! Must sufficiently and suitably resource agencies who shape planned responses Community domestic violence organisation and agencies! In partnership with the government in the development, implementation and evaluation of new and existing strategies From this we can see the vitality of the coalition and the government working together in order to design and facilitate response. Research into programs and models implemented nationally and internationally provide working examples and previous positive outcomes from active partnership.

Target audiencesGovernment: Due to the sheer percentage of domestic violence occurring within ex partnerships the government is an incredibly vital target public, as the coalition needs their ongoing support to make change. Large spotlight issues that appear to be more newsworthy and contentious cause the government to discuss and arrange funding, but really from the statistics above it is clear this issue is ongoing, incredibly widespread and needs support. An obvious barrier to the support is lack of resources, human and economic, yet the utter cost of the occurrence of domestic violence to the Australian public is about 8 billion dollars a year (Robinson 2010). Therefore the expenditure will occur either way. The government is a difficult target audience as they are targeted by so many campaigns and are needed to help fund countless numbers of organisations. The campaign needs to be sculpted to appeal to the government in a meaningful and motivating manner. Corporate identities: Corporate/private identities are important to the campaign as they can provide funding and support. This target public would be aware of the issue in a broad way. They would likely be unaware of the statistics surrounding the overall issue and the campaign focus with an educational slant may be important in approaching them. Many companies today take part in activities or get involved in particular incentives to fulfil corporate social responsibility (CSR) expectations. Targeting identities that could tie their CSR activities in with support to the coalition is a possible engagement method. Community domestic violence entities: This group can be made aware of this issue and campaign in order for them to further spread the word and lobby for support, as well as helping guide people in need. Groups that are not members of the coalition can be targeted to become involved. Victims: Incredibly aware of the issue are the victims; it is their position that is being made aware of by the campaign. The victims of domestic violence as a target public are obviously being targeted for a different reason, the campaign should have a dual goal to create funding through the establishment of support systems but also guide victims of the specific issue in what they can do to help their situation. This target public is undeniably incredibly important and is why the coalition exists they are the main concern and must be central to all identified campaign tactics. Friends/family of victims: This target public are closely linked to the victim target public and are identified so they can be given support and be made aware of possible ways they can aid somebody they know who is in need.

Key Messages Domestic violence is strongly associated with ex partners as well as current partners; therefore it is not as easy as it seems to leave, or easy once youve left. The government, the community and private corporations must support the coalition to support the final break that these women have to make. Once women have left they need continuous support to ensure issues with now ex partners dont continue or worsen. Women need to be aware of the support the coalition can provide.

Communication tools and tacticsDesign and distribution of information packs This tactic will involve the construction of small educational packages tailored for different target publics. One will be designed to create further understanding of this campaigns focus issue, the role-played by the coalition and the possibility to support the importance of this relationship. This will be aimed at the government target public. A concept very similar to this will be aimed at private corporations. Slightly different will be information packs shaped for victims and friends/family of victims. These will be educating target publics through advice on domestic violence, what they can do, where they can go, who they can tell and how they can stay safe. These will obviously be shaped slightly differently for victims compared to friends/family of victims. The information packs will be distributed either by post or via email, or possibly both; or in the case of victims, when meeting/talking to them via online portals, or telephone. Within this pack will be a special brochure on the focus issue. Segment on Hack Australia wide radio station Triple J has a very interesting, informative and emotive program called Hack. The program airs weeknights from 5:30pm. The program delves deeply into controversial, current and/or concerning public issues. People can express how they feel and/or talk about their experience. They will often also interview a professional or expert from an official body involved in the issue, a government figure, or even a health expert (if the issue has possible health implications). Having a program about the specific focus issue of the campaign would be a great way to target all target publics and could be aimed and shaped to not only talk about the issue but look at what is being done, who is taking action, how they are taking action and what can be done to make more progress. This is a wonderful way to get a message across whilst educating and engaging with target publics. Social media/Online This tactic is focused on easy access to help and information. Through having a Facebook page the coalition can have a portal through which they can constantly interact with Facebook users. They can publically post useful, educational and supportive information, whilst people needing support can privately access their services through personal messages. This tactic is mainly focused on the victims and friends/family of victims. Yet corporations who support the coalition could have a presence online in conjunction with the Facebook page. The Facebook page can link to helpful websites, blogs, and supportive/motivational material. Connecting the Facebook page and the website to associated campaign/support pages as well as government websites will aid in reaching victims and friends/family of victims. A good example of this is connecting to the White Ribbon Campaign page, Hurt.com and Government portals such as Centrelink.

Action eventHaving an action awareness event is a good way to engage with all target publics. Victims and friends/family can get involved whilst government officials and significant supporters can be special guests and the community and private corporations can observe, hopefully be educated and get involved. The event will occur over two days (Friday & Saturday) in Rundle Mall. The event will involve supporting the coalition and creating awareness by planting flowers and/or painting flowerpots in the centre on the mall. It is something people can get involved in through being aware of the event through promotion or just as they walk by. Having the event in Rundle Mall on a weekday and on a weekend is designed to target private corporations as well as the community. This way the event will showcase the cause of the coalition and how it can be supported to multiple target publics. The symbolism of planting flowers signifies growth, blossoming, and reaching for the stars. It is directly linked to the focus issue in terms of new growth away from harmful relationships and situations. The pots will then be placed all over the city and offered to businesses (offices, shops) to help spread the word and network to gain support. Surrounding the event will be media opportunities to help promotion and recognition. Sending media releases and feature stories to useful media will help this. Promotion will also occur through information pack and online portals.

MediaContact & Details Triple J- Hack hack@triplej.abc.net.au Producer: Michael Atkin atkin.michael@abc.net.au Main telephone: (02) 8333 1500 How & Why Initially an email will be sent to the producer enquiring about the possibility to feature in a Hack segment. The email will provide the producer with informative, emotive and engaging content that will make for an enticing segment. Within two days a follow up phone call will be made to the radio station and verbal contact with Hack producer Michael Atkin will allow for the planning of a segment to begin. Before and throughout this process contact will be made and we will attempt to make the program aware of the coalitions existence through concerning content posted sporadically on their Facebook page. All television stations will be continuously contacted regarding the event (the lead up and on the day). Media releases will be sent frequently and followed up with phone calls. On the days of the event journalists/news rooms will be called multiple times.

Channel 10 Main Telephone: (08) 8225 1010 Press Release Email: adsnews@networkten.com.au Channel 9 Main Telephone: (08) 8267 0111 Press Release Email: adam.gibbons@nws9.com.au Channel 7 Main Telephone: (08) 8342 7777 Press Release Email: tplane@seven.com.au ABC Main Telephone: (08) 8343 4000 Press Release Email: sanews@abc.net.au Advertiser

The Advertiser and health reporter will be contacted via, phone, email and social Health reportermedia with confronting education Jordana Schriever information regarding domestic violence and the event. This will hopefully plant a jordana.schriever@news.com.au! seed within the reporters so they can link a health report and plug the event simultaneously.

Timeline
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BudgetTactic Information packs Action event Contingency TOTAL Cost $2400 $6000 $ 840 $9240

Why this money is needed: Help educate Help reach Help create awareness Help create action Help support victims Help development of the coalition The chosen tactics actively engage with target publics. They are allowing for open, two-way communication. They provide target publics with food for thought and encourage them to then think about the issue in order to arouse awareness and cause action. The tactics allow for the coalition to follow up target publics once they have been contacted/ or have made contact themselves. The budget will not be wasted by simply distributing one-way communication which wont cause action for the coalition. The tactics have been carefully crafted so that they go beyond creating awareness. Through personal and often one on one communication with target publics the coalition will gain rapport with individuals and gain personal connections as people within an organisation instead of just an organisation.

Project evaluationTactic Information Packs Evaluation How many packs were sent/emailed to target publics Phone calls regarding if they were received and offering further assistance How much action was taken For evaluation proposes a survey will be included in the info pack this can be completed and sent back to the coalition, or completed online Further call backs to enquire about support Number of listeners Number of calls/texts Content of calls/texts Media coverage of segment Reaction at coalition- phone calls, emails Quantitaive measures of Facebook page use. View, comments, likes etc. Qualitiative assessment how are people using the page, what are they communicating. For example sending a personal message asking for advice about helping a friend who is being hit by her husband. How are people using the portal? Ability to link to other websites and the traffic associated with connections Media coverage before and after event Number of people involved (how many pots were painted/flowers planted Reaction via support Increase in action by victims and friends/family of victims Cause embraced by businesses in plant distribution Surveys fill out at event Facebook/online reaction

Segment on hack

Social media/Online

Action event

Bibliography

Amnesty International 2012, Amnesty International, viewed 8 June 2012, <http://www.amnesty.org.au/>. Clarke, L 1993, Domestic Violence: South Australia Police Initiative, Australian Institute of Criminology, viewed 8 June 2012, <www.aic.gov.au>. Coalition of Domestic Violence Services SA 2009, About Us & Resourses, Adelaide, viewed 8 June 2012, <http:www.dvsa.asn.au>. Hurt 2010, What is domestic and family violence?, viewed 8 June 2012, < http://www.hurt.net.au/dfv.htm>. Reach Out 2012, Reach Out, viewed 8 June 2012, <http://au.reachout.com>. Robinson, C 2010, Domestic Violence: Australias silent victims, The Drum, ABC News, viewed 8 June 2012 <www.abc.net.au/unleashed/36214.html>. SA Government 2011, Dont Cross The Line, Adelaide, viewed 8 June 2012, <www.dontcrosstheline.com.au>. Smith, R.D 2009, Strategic planning for public relations, 3rd ed, Lawrence Erlbaum Associates, Mahwah, NJ. United Nations 2012, Human Rights, viewed 8 June 2012, <http://www.un.org/en/rights/>. United Nations 2005, State of the world population report- Chapter 7: Gender based violence: A price too high United Nations. White Ribbon Foundation 2012, White Ribbon Foundation, Sydney, viewed 8 June 2012, <http://www.whiteribbon.org.au/>. WHO-World Health Organisation 2012, WHO, viewed 8 June 2012, <http://www.who.int/en/>.