Sample paper
Word Count: approximately 3,000 words
Part A: Annotated Bibliography
Case 1 -- Breast Cancer Awareness by BFM (BFM-Any Time): This Warc Prize-winning Malaysian radio campaign interrupted regular programming with breast cancer awareness messaging to debunk myths and broaden perceived risk beyond women alone. Evaluation combined quantitative web analytics (increased site traffic and search volume for "breast cancer" in the broadcast region) with qualitative assessment, though the review notes these metrics do not directly capture changes in screening behaviour or health knowledge.
Case 2 -- China Environmental Protection Foundation's Green Cross campaign: This Cannes Lions Creative Effectiveness Award-winning campaign used interactive street mural installations letting pedestrians create green footprints to visualise the environmental benefit of walking, engaging over 3.9 million pedestrians across 132 roads in 15 major Chinese cities and generating approximately RMB 62 million in earned media value across 690 online features, with additional qualitative validation from Shanghai government recognition and museum exhibition. The review notes participation and media metrics alone cannot confirm whether the campaign produced sustained travel-behaviour change, recommending nationwide population-level tracking and structured belief-change surveys for more conclusive evaluation.
Case 3 -- TAK NAK antismoking campaign (Malaysia): Evaluated using International Tobacco Control Malaysia Survey data and mediational regression analysis, this national campaign's effects were found to operate partly through increased health-risk self-awareness, fear response, and perceived social disapproval of smoking. Limitations include cross-sectional data's inability to establish causal temporal ordering and arbitrarily weighted exposure/receptivity measures lacking theoretical grounding.
Part B: Green Pedestrian Crossing Campaign Evaluation
Campaign title and objectives: The proposed "Green Pedestrian Crossing" campaign, modelled on the Green Cross case study, aims to reduce carbon emissions by encouraging urban residents to walk rather than drive, with a secondary objective of producing lasting behavioural change rather than temporary participation.
Target audience: Environmentally conscious residents of densely populated, high-traffic Chinese urban areas, with an intended secondary social-imitation effect extending impact to a broader population through observed neighbour participation.
Budget and timeline: Funds were allocated across interactive street mural creation and maintenance, awareness promotion, and logistical coordination with local authorities, generating approximately RMB 62 million in earned publicity value; the activation ran approximately two weeks, timed to coincide with high-pedestrian-traffic periods such as public holidays or environmental awareness days.
Education and intervention: The core educational message concerned the environmental impact of individual transport choices, delivered through interactive street murals where pedestrians created visible "green footprints," using visually compelling imagery to make an abstract sustainability concept concrete and memorable, while implicitly (rather than directly) addressing barriers such as pedestrian safety infrastructure.
Monitoring: Combined quantitative measures (participation rate relative to local population, estimated publicity value, online media reach) with qualitative measures (government and institutional recognition, direct observation, focus group and partner feedback), benchmarked against pre-set targets.
Recommendations: Proposed enhancements include gamification through rewarding mobile apps, incentive and discount programs, inter-community competition challenges, demographically tailored messaging, influencer partnerships, GPS/app-based measurement of actual journey and emissions data, social media monitoring, follow-up engagement programs, personalised progress tracking, broadened demographic accessibility, safety-focused partnerships with local authorities and police, and data-backed, non-sensationalised environmental impact communication.
Post-evaluation framework: Six guiding questions span process evaluation (implementation fidelity across cities; audience resonance across demographic groups), impact evaluation (media reach and frequency by demographic segment; immediate pedestrian behaviour change), outcome assessment (long-term traffic and emissions reduction; shifted self-efficacy and norms around sustainable transport), and ethical evaluation (accuracy and proportionality of environmental impact claims; fairness of resource allocation across social groups during planning).
Conclusion
The Green Pedestrian Crossing campaign achieved strong participation and media reach, but the evaluation concludes that future iterations should prioritise measuring permanent behaviour change, sustaining audience interest beyond the initial activation period, expanding reach across demographic groups, removing structural barriers to walking, and ensuring communicated claims remain accurate and evidence-based.
References
Agnihotri, M., & Hoh, G. (2012). Breast Cancer Awareness by BFM: BFM-Any Time. Warc Prize for Asian Strategy. Retrieved from BFM Media Sdn Bhd. China Environmental Protection Foundation. (2011). Green pedestrian crossing. Cannes Lions Creative Effectiveness Awards. China Environmental Protection Foundation, 2011 Lee, W., Fong, G. T., Dewhirst, T., Kennedy, R. D., Yong, H.-H., Borland, R., Awang, R., & Omar, M. (2015). Social marketing in Malaysia: Cognitive, affective, and normative mediators of the TAK NAK antismoking advertising campaign. Journal of Health Communication, 20(10), 1166-1176. Lee et al., 2015