Marine Conservation: Awareness Campaign Report to Clean Up the Sea

This report provides a comprehensive analysis of marine pollution, focusing on the impact of plastic waste and strategies for raising public awareness to mitigate this environmental issue. It highlights the importance of PR management in spreading awareness and outlines specific objectives to reduce marine pollution, including the implementation of SMART goals. The report identifies the youth as a key audience and emphasizes the use of social learning theory and various communication tactics, such as social media campaigns and public events, to effectively reach and influence behavior. A detailed budget and schedule are presented, along with an evaluation plan based on Cutlip's PII model to assess the campaign's effectiveness. The ultimate goal is to achieve a significant reduction in plastic waste in the ocean by 2050, contributing to a cleaner and healthier marine ecosystem. This student contributed report is available on Desklib, a platform offering study tools and resources for students.

Running Head: Clean up the sea
CLEAN UP THE SEA

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1. Executive summary
The increased use of plastic is immensely harming the environment in the 21st century. The
marine environment is majorly affected due to this reason. The cause of the situation has been
thoroughly highlighted in this report. Through assessment of mission and vision, the ultimate
aim of spreading awareness for reducing the usage of plastic can be understood. The method of
awareness is best spread with the help of PR management. This aspect has been highlighted in
this report as well. The objectives which are needed to be met to reduce marine pollution and its
course of action have also been discussed in this report. This report also evaluates the importance
of proper usage of tactics and medium through which proper audience can be attracted towards
the environmental cause. All of these aspects have been thoroughly analysed in this report to
understand the actions which are needed to be taken for the betterment of the ecosystem.

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Table of Contents
2. Situation analysis.........................................................................................................................3
a. Understanding the situation......................................................................................................3
b. Mission and Vision..................................................................................................................3
c. Analysis of public and stakeholders.........................................................................................3
3. Communication problem and consequences...............................................................................3
4. Campaign goal.............................................................................................................................4
5. Audience identification and key messages..................................................................................6
6. Audience objectives.....................................................................................................................6
7. Strategies......................................................................................................................................7
8. Communication tactics................................................................................................................8
9. Schedule & budget.......................................................................................................................8
10. Evaluation plans.........................................................................................................................9
Inputs..........................................................................................................................................10
Outputs.......................................................................................................................................10
Outcomes...................................................................................................................................10
11. Communication samples..........................................................................................................10
References......................................................................................................................................11
Appendix........................................................................................................................................14

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2. Situation analysis
a. Understanding the situation
Marine pollution is one of the biggest problems which is growing at a rapidly fast pace in the 21st
century. One of the biggest causes of this pollution is due to debris from plastics. Over 267
species of animals have been affected due to this fact. Apart from causing harm to marine
species, it significantly affects human beings as well as causing cancer mutations and others
illness when accidentally consumed (ncbi.nlm.nih.gov, 2018).
b. Mission and Vision
Marine pollution is an increasing threat to the ecosystem. According to Matt McGrath of BBC
news, scientific research known as “Great Pacific Garbage Patch” is being carried out to
access more of the present situation (bbc.com, 2018). Therefore, the mission is to create more
awareness among the people to reduce the usage of plastics which is causing marine pollution.
The vision is to see a pollution-free ocean. This can only be done through the implementation of
the mission so that all evidence of plastics and micro-plastics can be cleared by the year 2050.
c. Analysis of public and stakeholders
Public awareness has been slowly growing over the time in regards to marine pollution due to
plastics. According to the survey about marine pollution, it has been observed that the awareness
largely depends on information about the critical situation (ncbi.nlm.nih.gov, 2018). More than 9
million people are engaged in television and internet and this is one of the best options to spread
more awareness of marine pollution, Therefore, through this medium, the attitude and behaviour
of the people can be changed towards the present situation (Refer to Appendix).
3. Communication problem and consequences
Lack of awareness and communication is the main problem in the present attitude of the people.
They do not possess enough knowledge about how much threat the ocean is in due to excess
amount of plastic waste. Through the usage of the Hugh Mackay's 10 Laws of communication,

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this aspect can be more thoroughly evaluated. The message about reducing the usage is plastics
is needed to be communicated in such a way to the public that they feel its genuine awareness
(Van Dooren, Bouckaert & Halligan, 2015). As per this law, people are more likely to listen
when they are consulted with first. Through the use of an email survey, the opinions of numerous
people can be recorded and evaluated. This would ensure the people that their opinions are being
heard.
Most people use plastics because they are cheap and easy to access. For avoiding of this
situation, the proper interpretation of the message is needed that is also a huge part of this law.
As opined by Moriarty, (2016), the message about marine pollution due to plastics is needed to
be stated in be simple manner so that all the mass can understand it. Through this, they would
understand the harmful effects the usage of plastics is causing to their own environment. They
would not remain ignorant about the fact and actively participate in lessening this problem.
4. Campaign goal
For understanding the various aspects of proper campaign SMART objectives are needed to be
evaluated as follows:
Knowledge Attitude Behaviour Outcome
Specific Knowledge is
needed to e
implemented
through various
creative TV
programs or
through the
internet; it can be
also done through
public relations
campaign.
By proving
enough
information, the
view of people on
the usage of
plastics can be
changed
(Freeman, 2015).
Proper assessment
of knowledge
would help in
changing the
behaviour of
people towards
using more
plastic.
Implementation of
proper knowledge
would help people
in understand the
harmful effects of
plastic and help in
reducing it in
Australia.
Measurable As about 9 The attitude of It would This goal can be

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million people in
Australia watch
television, the
information
would improve
their knowledge
about the harmful
effects of plastics
on the ocean.
various people
can be changed
through continues
information about
this aspect.
undoubtedly
change the
behaviour of
people and move
them towards less
consumption of
plastics.
slowly achieved
step by step by
proper
information about
plastic waste in
the right way.
Achievable It would take
some time for all
the people to be
made aware of but
this process can e
achieved
Through creative
programs like the
public-relations
campaign, people
can be made
aware of the
effects of plastic
wastes.
The behaviour of
people in
Australia is bound
to change through
an understanding
of the present
situation.
Through the
assessment of
proper
information
through creative
methods, the goal
of lessening the
use of plastics can
be achieved.
Realistic Realistic
objectives such as
providing
knowledge to a
certain amount
from age of 18-30
age groups are
needed to be done
before proceeding
onto the others.
Following the
above-mentioned
methods would
prove to be
achievable
through the
setting of a
realistic process.
Not everybody is
going to pay
attention to this
knowledge, so the
goal should be set
to make at least 3
quarter of the
people aware of
the harmful
effects of plastics.
Through the
setting of realistic
goals, the vision
can be focused on
the immediate and
effective changes
that can be made
towards people’s
behaviour.
Time Achieving this
objective can take
Changing of
attitude would
Impact of attitude
would
Although the
process of making

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about 2 to 4 years. also take about 2-
5 years.
simultaneously
fall on the
behaviour of the
people, thus it
would take about
2 to 5 years as
well.
people aware of
the impact of
plastics on the
ocean is time-
consuming, it is
possible to be
achieved step by
step.
Table 1: SMART objectives
(Source: Influenced by Smith, 2017)
5. Audience identification and key messages
The youth is the future of this country; therefore, the key message should be focused towards
them. Through making the youth understand, a large step can be made towards positive effort
(Irwin, 2014). The people from the age group of 18-35 are the potential audience through which
lessening the usage of plastic can be implemented. This can be evaluated more thoroughly
through the use of email surveys in the form of close-ended questionnaires. The ultimate
message is to make the people aware of how plastics are slowly destroying the marine
environment which is impacting the whole of the eco-system.
 Public-relations campaigns are one of the best procedure through which this awareness
can be spread.
 PR campaigns are planned in advance through which proper information can be directly
conveyed to the general mass.
 It can be through the help of paid advertisements or organization of local events.
6. Audience objectives
Specific To make people aware of the harmful effects of plastics on the marine
environment
Measurable To use appropriate PR campaigns for spreading proper knowledge about

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marine pollution and its cause
Achievable To stop usage of plastics at a steady pace
Realistic To achieve reduction of plastic waste in the ocean by the end of 2050
Time To achieve the set objectives within 2050 in full capacity
Table 2: SMART audience objectives
(Source: Learner)
7. Strategies
The PR campaign is needed to be set in such a manner that the key message is conveyed to the
general mass. This process can be achieved through the implementation of Bandura’s social
learning theory.
Figure 1: Social Learning Theory
(Source: Influenced by Ogbeiwi, 2017)
Through the aid of social learning theory, the implication of certain information or change
depends on three factors. These factors can be divided into behavioural, environmental as well as

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personal. This method is very effective in the PR campaigns because through this an audience’s
behaviour or attitude can be inclined towards that aspect. As forwarded by Bucchi & Trench
(2014), advertisements are one of the means through which proper information about marine
pollution and its cause can be conveyed. The information can also be relayed through the usage
of various social media sites such as Facebook and Twitter. The PR officials are skilled in
handling a critical situation; therefore, they can formulate effective plans or campaign that would
reach the audience’s heart and mind in the fastest manner (Zou, Kumaraswamy, Chung & Wong,
2014).
8. Communication tactics
One of the main factors of communication tactics is reaching to the right audiences. This can be
achieved through proper survey analysis and conveying information. In this case, the increasing
effect of plastics debris and its impact on the marine environment is needed to be relayed to the
audience. In the aspect of public relations, media tactics are the most useful for communication
of vital information to the public. As asserted by Farwell & Tindall (2014), the platform
provided by social media sites is one of the best means for reaching out to the public.
Thousands and thousands of people in Australia use the internet and are engaged in various
social media activities. Thus, through providing creative content, numerous people can be
attracted towards the campaign organized by PR management. Conference, press meeting, even
newsletters are an effective means of tactics which can be utilized to target the right audience.
Various fundraising events can also be organized through which the environmental cause can be
conveyed to numerous people (Pugacheva et al. 2016). Thus, from this, it can be understood that
PR tactics are one of the best methods for communication of various problems or information.
9. Schedule & budget
Event Cost per month
Organization of survey for understanding the
key audience
£ 1,200
Recruiting of team members £ 2,100

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Formulation of promotion plan £ 2,200
Implementation of advertisement (print and
digital)
£ 3,100
The holding of a press conference £ 1,500
PR management fees £ 3,020
Press release distribution £ 1,200
Monitoring of services £ 1,610
Total £15,930
Table 3: Budget schedule
(Source: Influenced by Farwell, & Tindall, 2014)
10. Evaluation plans
According to Cutlip's PII model, described as preparation, implementation and impact, through
evaluation plans can be accessed through which public awareness can be spread.
Figure 2: PII model
(Source: Influenced by Smith, 2017)
Through the aid of this model, the aspect of input, output followed by outcomes can e
understood. This model can be thoroughly integrated with an aspect of PR management, thus, it

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can e utilized for understanding the correct procedure for spreading awareness of marine
pollution caused due to plastic.
Inputs
In this stage, the target audience, a medium of communication and the quality and content of the
message are evaluated. This can be achieved through various results of an expert analysis,
analysis of feedbacks of interviews and conduction of surveys (Kohls et al. 2017). In this stage,
proper communication method needed for spreading awareness of marine pollution can be
accessed.
Outputs
In this aspect, the number of people who have the message, received the message are analyzed.
For the proper analysis, a proper methodology is needed to be implemented. The PR
management team can use the form of mini-surveys in a region to understand how much people
are aware of the harmful effects of plastics.
Outcomes
In this stage, answers can be observed through the performance of quantitative research or
observation. A large of people is needed to be chosen through which proper audience can be
identified (Macnamara, 2014). Through these identifications, information about marine pollution
can be conveyed.
11. Communication samples
The PR management team can organize communication samples which would identify the key
areas needed to be evaluated. In these samples, the organization’s activities to be done, its
specific information are all contained in the document.

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References
bbc.com, 2018, Science Environment, Retrieved on 21 July 2018 from:
https://www.bbc.com/news/science-environment-44579420
Bucchi, M., & Trench, B. (Eds.). (2014). Routledge handbook of public communication of
science and technology. 1st ed. Abingdon: Routledge. Retrieved on 12 July 2018 from:
http://www.cwanderson.org/wp-content/uploads/2016/02/Dunwoody-Prospects.pdf
Farwell, T. M., & Tindall, N. (2014). Making the ROPE Process Real: Using Time Cards to
Analyze Student Knowledge and Implementation of the ROPE Process in the Public
Relations and Advertising Campaign. Teaching Journalism & Mass
Communication, 4(2), 15-17. Retrieved on 21 July 2018 from: https://aejmc.us/wp-
content/uploads/sites/9/2014/11/tjmc-f14-farwell-tindall.pdf
Freeman, R. E. (2015). Can Stakeholder Theorists Seize the Moment?. Business, Capitalism and
Corporate Citizenship: A Collection of Seminal Essays, 80(1), 22-27. Retrieved on 21
July 2018 from:
https://www.researchgate.net/profile/R_Freeman/publication/263267718_Turning_Point_
Can_Stakeholder_Theorists_Seize_the_Moment/links/589dd514a6fdccf5e96a515e/
Turning-Point-Can-Stakeholder-Theorists-Seize-the-Moment.pdf
Irwin, A. (2014). Risk, science and public communication. Routledge handbook of public
communication of science and technology, 1(1), 160-172. Retrieved on 8 July 2018 from:
https://moodle.ufsc.br/pluginfile.php/1485212/mod_resource/content/1/Handbook-of-
Public-Communication-of-Science-and-Technology.pdf#page=214
Kohls, E., Coppens, E., Hug, J., Wittevrongel, E., Van Audenhove, C., Koburger, N., ... &
Hegerl, U. (2017). Public attitudes toward depression and help-seeking: Impact of the
OSPI-Europe depression awareness campaign in four European regions. Journal of
affective disorders, 217(1), 252-259. Retrieved on 10 July 2018 from: https://repositorio-
aberto.up.pt/bitstream/10216/111726/1/Kohls217.pdf