University Campaign Report: Disability in Australian Media

This report analyzes a campaign, likely named "Attitude," that aims to change public perception of disability in Australia. The campaign targets negative portrayals in the media, which are seen as fostering sympathy rather than empathy. The report outlines the campaign's goals, which include raising awareness, removing misconceptions, upholding the dignity of disabled individuals, and challenging the media's portrayal. It details the campaign's strategies, including the use of television, print, and social media to showcase the achievements and bravery of disabled Australians. The report includes an analysis of the policy environment using a power holder map to identify key stakeholders (public, media, disabled community, government, hospitals) and their influence. A strategic map is used to define the vision, objectives, stakeholders, capacities, and tactics of the campaign. The campaign's credibility is established through its ability to inform, transform perceptions, and inspire action. The report also discusses the need for funds and active participation to ensure the campaign's success.

Running head: CAMPAIGN
CAMPAIGN
Name of the Student
Name of the University
Author Note

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Executive Summary
The portrait of the disability in media is very often done in a negative manner which then has a
direct impact on the crowd who portrays the disabled ones as an object of sympathy. However, in
real scenario this should not be the case. Hence, the campaign aims to change the attitude of the
people and the general public towards the disabled society. Through the given campaign various
promotion techniques like television, print media and social media was used to portray the
bravery of the disabled in Australia.
The report follows a structured format whereby the background to the given issue has been
provided along with the problems which the campaign aims to address. The following sections
identify the relevant aspects of the campaign, followed by the policy environment analysis. It
was identified that the public, media and disabled society were the main parties involved. The
strategic map identified the formation of the strategy and this was followed by a calendar
timeline which identified the manner in which the campaign was carried out. Hence, the
campaign is a good start to change the attitude of the public towards the disabled.

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Table of Contents
Background to the Issues.................................................................................................................3
Identifying the problems/issues the campaign aims to address...................................................3
Defining the campaign goals/objectives......................................................................................3
How did the campaign establish credibility as an activist?.........................................................4
Analyzing the policy environment...................................................................................................5
Developing the strategy...................................................................................................................8
Implementing the plan...................................................................................................................12
Critical discussion of campaign outcomes....................................................................................15
Conclusions....................................................................................................................................17
References......................................................................................................................................18

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Background to the Issues
Identifying the problems/issues the campaign aims to address
The depiction of disability in media is often done in a negative light and helps in playing
a major role in changing the public perception of disability. Very often the media portrays the
disabled in a very different manner because of which the public tries to sympathize with them
and perceives them in a different light. Perceptions in media about the disabled have a negative
impact on the people. The media tends to re-enforce negative images about the disabled and put
in wrong ideas with regard to these special people.
However, this should not be the case as the people with disability need to be death with
empathy and not sympathy. The image which is displayed of them, is always about pain and
embarrassment however, they need to be considered as an inspiration and their will and honor
needs to be upheld (Attitude.org.au. 2018). The campaign aims to address this issue and bring
together different people with disabilities together and creates films centered on such issues to
create awareness.
Defining the campaign goals/objectives
The given campaign aims to:
1. Spread awareness
The given campaign Attitude aims to share awareness of the depiction which is reflected
by the media with respect to the disabled people. The media in order to gain matter for their use

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and increase the TRP of their channel in the respective news time shares inconsistent news about
the disabled people and portrays them in the negative light. The media tends to have an
underlying impact on the people and for this reason, the general public has also started
perceiving the disabled people poorly and this is a shame on their honor and integrity. For this
reason, the given campaign will be looking after the given situation in hand and spread
awareness accordingly.
2. Remove misconception
The given campaign also intends to remove any misconception regarding the perception
about the disabled. The campaign aims to bring together different disabled people with various
means and wants to show that they are just like us.
3. Uphold the spirit
The honesty and integrity of the disabled people must be upheld. They are often viewed
in bad light and pitied upon but at the end of the day it must not be forgotten that they are one
among the people and that they need empathy and encouragement instead of sympathy and pity.
Hence, this campaign is in honor of these people.
4. Oppose the media for the shameful act
The media has been carrying forward with the given act since a long time and for this
reason, the campaign wants to condemn the media though the given campaign and spread
awareness about their shameful tactics.
How did the campaign establish credibility as an activist?
The given campaign established credibility as an activist in the following manner:

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 Informed- The given campaign went a long way in informing the general public about the
deceitful act of the media in disrespecting the disabled people and reflecting them in a
negative light. Furthermore, it intends to inform the society that this isn’t fair and that the
media needs to be stopped.
 Transform-The campaign also gained credibility by going a long way in transforming the
perception of people. The perception of the people plays a major role in the treatment of
the disabled and hence, with the help of the given campaign, the company aimed to
transform their thinking and show the disabled people in a new way
 Inspired-The campaign gained credibility by inspiring the people and influencing the
disabled to come forward and share their experiences and their stories.
Analyzing the policy environment
The policy environment can be described as the environment in which the given
campaign shall take place. The policy environment acts more like a business context which
functions in the external business environment. The policy environment needs to be assessed
carefully because it tends to have a great influence on the various components of a campaign and
the result of it. The policy environment of any campaign can be better understood by making use
of a Power holder map.
A power holder map can be described as an essential tool which is generally used to
analyze the influence of the different components on another in the context of the campaign. It
assists in understanding, of the different parties relevant to a campaign and determining the
future outcome of the campaign.

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The power holder map identifies the networks and relationships that lie between different
institutions and people. This network helps in identification of the parties which have a direct
influence on the change that is to be brought about by the campaign and which other party can
help to have an influence on them.
The questions relevant to the given campaign related to Attitude are as follows:
 Who will be having the primary decision making influence on the campaign`s objectives
 The process in which these decisions will be made
 The parties which might have an influence on the decision making process and can these
alter the result of the campaign (Jackson et al. 2013).
 Helps in identification of allies and opponents along with their interests

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Figure 1: The Power Holder Map (As created by the author)
In the given scenario, the above power holder map helps in identification of the different
parties who are indirectly or directly related to the campaign of Attitude.
The power holder map has identified six main parties who might be relevant
responsibility holders and influencers. The public is a key party in the given campaign and it is
for the purpose of the public perception why the given campaign is held. The public has an
influence on the disabled community and is directly influenced by the media and its thinking.

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Furthermore, the policy perception also has an influence on the manner the hospitals view the
disabled group and how the perception can be changed. The media and staff are influenced by
the disabled society. The policy has an impact on media as well and the media tries to show what
the policy would like to see (Ellis et al. 2014). Secondly the government and the hospitals are
also connected.
Hence, the primary players in the given campaign are the Media, Public and the disabled
community. The three have an influence over one another due to which the campaign strategy
needs to keep in mind.
Developing the strategy
A strategy can be described as the long term plan which assists in the future of any
objective. The strategy adopted for the campaign needs to follow a holistic approach whereby the
Attitude foundation needs to understand the steps which should be taken and the time frame of
each step (Quarmby 2013).
A campaign strategy is important because it helps in the analysis of the external
environment and the primary factors that may have an impact on the domain of the business. The
development of the strategy is as follows

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Figure 2: The Strategic Map( As created by the author)
The given integrated strategic map has been formed in order to understand the
development of the campaign strategy in a better manner (Ellis and Goggin 2015). The primary
vision of the given campaign as identified is bringing about a change in the perception of the
media and the depiction of the disabled. The given objective can be achieved by changing the

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perception and the attitude of the people towards the disabled society. Media has been taken to
be the utmost culprit of the reason behind the negative perception of the disabled and thus this
campaign aims to spread awareness.
The primary stakeholders involved in the given campaign are the public and the disabled
community. The public refers to the general population which takes in media as well. The next
important stakeholder is the community of the disabled. This community is greatly affected by
the wrong perception and hence they have been taken in another light. When the campaign runs
successfully, these are the parties who will be benefit with the post.
Capacities
Capacities can be defined as the requirements which are necessary in order to bring the
campaign to action and make it successful.
The primary capacity consists of the following:
 Spread of awareness
 Removal of misconceptions
 Ability to deliver the motive
 Respect for the disabled (Ellis and Goggin 2015) Opposition to media act
Learning and growth
 Gaining support- In order to promote the growth of the campaign it is extremely popular
to ensure that the support of the disabled attained as this shall go a long way in execution
of the strategy of the captain

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 Good promotional strategy-The campaign will also require a good promotional strategy
which will ensure active participation from the public alike. The strategy being used for
the given campaign is that the social media will be greatly used to bring together different
people from the community and share their stories of their achievement (Nytimes.com.
2018). This will be done to ensure that a positive image of the disabled is portrayed in
front if the society.
Sources to be used:
 Television
 Social media
Resource required
 Funds- Bringing together the different components of the campaign would require
adequate funds.
 Active participation-Active participation from the different members of the disabled
community will also be required. This will ensure that all of them get equal resects and
justice.
Tactic for each group
Media- For the media, certain proactive techniques will be used in order to instigate them to
change their given concept of the disability which is generally portrayed by them. They will be
made known about the campaign using various tools such as Letters, Events, and Website. The
given tactics are being used so that the campaign can gain the attention of the selected party and
the objective is achieved (Disabilityplanet.co.uk. 2018).