© 2018 SDERA | DRUG TALK | SDERA.wa.edu.au

TASK DETAILS

TITLE OF TASK Critique it

TASK DESCRIPTION In this task students will critique one national, state or local community alcohol and other drugs campaign analysing and evaluating its key messages and strategies. Students will also propose recommendations to improve the effectiveness of the campaign.

EVIDENCE TO BE COLLECTED

• Written report

SUGGESTED TIME AND ASSESSMENT CONDITIONS

Three lessons of class time• One lesson of class time to introduce and research the task• Two lessons of planning and production

TASK PREPARATION

PRIOR LEARNING • Students have prior knowledge of a variety of alcohol and other drugs campaigns that have been conducted at national, state and local levels. These campaigns, such as the Alcohol. Think Again Glassbody and the Parents, Young People and Alcohol I See campaign, are aimed at raising awareness and encouraging a harm minimisation approach.

• Students are familiar with different strategies and techniques used in campaigns to raise awareness of the health issue, influence attitudes, and promote healthy behaviours.

• The Body. Mind. Future. section of the Drug Talk teaching and learning activities has activities that relate to the social, economic and environmental factors that can influence health. It is recommended that these activities, and discussion around them, is completed before this assessment task is attempted.

RESOURCES • Computer access • Assessment task questions and guidelines

ASSESSMENT DIFFERENTIATION

Teachers should differentiate teaching and assessment to meet the specific learning needs of students. Where appropriate, scaffolding or extensions may be required.

DRUG TALKYEAR 10 ASSESSMENT TASK ALCOHOL AND OTHER DRUGS

© 2018 SDERA | DRUG TALK | SDERA.wa.edu.au DRUG TALK. Year 10 assessment task. 2

TEACHER INSTRUCTIONS 1. Revise the meaning of a health promotion campaign. Health promotion campaigns include a series of planned

strategies and/or activities which are designed to achieve a set of desired objectives. They are a coordinated and organised approach to address a specific health issue.

EXAMPLE

The Alcohol. Think Again education campaign is part of a comprehensive approach in Western Australia that aims to reduce the level of alcohol-related harm and ill-health. The campaign uses a mass reach social marketing strategy targeting the Western Australian community.

Within the Alcohol. Think Again education campaign, there have been numerous campaigns that target a specific alcohol-related harm and target audience. For example:

STRONG SPIRITS STRONG MINDSTarget audiencePrimary: Aboriginal people, families and communities across Western Australia, with a particular focus on women of childbearing age.

Secondary: Health workers who work in settings that provide services to Aboriginal women, their families and communities.

Key messageThe safest thing to do when pregnant, planning a pregnancy or breastfeeding, is not to drink alcohol.

COGSTarget audiencePrimary: Parents of young people 12 to 17 years-of-age.Secondary: Young people 12 to 17 years-of-age.

Key messageUnder 18. No Alcohol. The safest choice.

LINKS TO WESTERN AUSTRALIAN HEALTH AND PHYSICAL EDUCATION P-10 SYLLABUS

CONTENT Sub-strand Contributing to healthy and active communities

Content descriptor Health campaigns and/or community-based activities designed to raise awareness, influence attitudes, promote healthy behaviours and increase connection to the community

Social, economic and environmental factors that influence health, such as:• level of education• income/employment• social networks and supports (family, friends and

community attachment)• housing• access to services

PROPOSITIONS • Take a strengths-based approach.• Develop health literacy.• Include a critical inquiry approach.

LINKS TO WESTERN AUSTRALIAN ENGLISH P-10 SYLLABUS

CONTENT Sub-strand Language for interaction

Content descriptor Understand how language use can have inclusive and exclusive social effects, and can empower or disempower people

© 2018 SDERA | DRUG TALK | SDERA.wa.edu.au DRUG TALK. Year 10 assessment task. 3

2. Discuss the objectives of health promotion campaigns including to:• raise awareness of the potential harms from a specific health behaviour• improve knowledge• influence attitudes • promote healthy behaviours• increase connection in the community.

3. Ask students what alcohol and other drugs campaigns they are familiar with eg Don’t turn a night out into a nightmare (alcohol), Meth can take control (methamphetamine), Make smoking history (tobacco), Cogs (alcohol), I See (alcohol).

4. Choose one of the above examples and view a sample of the campaign materials. For example:

ALCOHOL. THINK AGAIN I SEE CAMPAIGN

https://alcoholthinkagain.com.au/Campaigns/Campaign/ArticleID/13/ArtMID/475

5. Discuss the key message of the campaign.

KEY MESSAGE

The campaign’s key message is that no one should supply alcohol to under 18s. This is based on the National Health and Medical Research Council’s (NHMRC) guideline that for children and young people under 18 years of age, not drinking alcohol is the safest option. Limiting alcohol availability to young people is important. Young people who drank in the last week, as reported in the Alcohol trends in Western Australia: Australian school students alcohol and drug survey 2014, stated that the primary sources of alcohol were friends (30.5%), parents (30.4%) and siblings (8.7%) (Mental Health Commission, WA).

https://www.mhc.wa.gov.au/media/1601/2014-assad-alcohol-bulletin.pdf

6. Watch two or three of the short television commercials from the campaign I See.

https://alcoholthinkagain.com.au/Campaigns/Campaign/ArtMID/475/ArticleID/13/Parents-Young-People-and-Alcohol-I-See

7. After watching the commercials discuss the following:• how the campaign uses slogans, key statements or phrases, and language to convey key messages and/or

facts (eg “I see…”)

• how the campaign appeals to the target audience (Primary target audience is parents/guardians/carers. A range of experts including a paediatrician, paramedic and school psychologist all discuss the harms caused by alcohol consumption for young people that they have witnessed)

• how language used is inclusive and empowering (“We all want to see our children reach their full potential”)• how the viewer is encouraged to act/take action (eg “No one should supply alcohol to under 18s”). This is

known as a ‘call to action’.

8. Review additional campaign resources used in the I See campaign including:• information sheets• flyers• A3 posters• infographics• fact sheets and booklets• Leavers’ Support Kit.

© 2018 SDERA | DRUG TALK | SDERA.wa.edu.au DRUG TALK. Year 10 assessment task. 4

9. Discuss why these different resources are used to convey the key message(s) of the campaign. For example, to:• address the needs of the different sub-groups within the target audience(s)• increase the potential reach of the campaign (so more people are exposed to the message(s))• highlight the variety of risks and consequences of alcohol• reinforce the campaign’s key message(s).

Discuss the language used in the resources and how it has been used to engage, to be inclusive, and to empower the viewer/reader/listener.

10. Finally, discuss how the campaign (including all of its resources) seeks to raise awareness, improve knowledge, and change the attitudes and behaviours of the target audience within the community. Discuss if there is a secondary target audience for this campaign eg young people under the age of 18, and what message(s) they would receive from this campaign.

11. Introduce the assessment task.

© 2018 SDERA | DRUG TALK | SDERA.wa.edu.au DRUG TALK. Year 10 assessment task. 5

TASK DESCRIPTION In this task you will critique one national, state or local community alcohol and other drugs campaign analysing and evaluating its key messages and strategies. You will also propose recommendations to improve the effectiveness of the campaign.

There are three parts to this task.

PART A – JUSTIFICATION• Write a justification to explain why it is important to have alcohol and other drug campaigns in communities.

• Provide two examples of evidence to support your justification.

PART B – ANALYSIS AND EVALUATION• Choose one Australian alcohol and other drugs campaign. The campaign can be a local community, state-based or

national campaign.

• Analyse the campaign. ¬ Name the campaign ¬ Explain the purpose of the campaign. ¬ Identify the key message(s). ¬ Define the target audience (primary and secondary target audiences, as relevant) ¬ Identify and explain two strategies used to communicate the key message(s).

• Evaluate the campaign. ¬ Explain the potential impact of the campaign on the target audience. In your response refer to whether you

think the campaign messages will have any impact on the knowledge, attitudes and behaviour of the target group.

HINT

Apply your knowledge of how social, economic, and/or environmental factors may influence whether campaign messages are adopted by sub-groups within the target audience.

EXAMPLE

For example, the five socio-cultural factors of family, peer, religion, media and culture impact health and health decision-making. The family is usually the most intimate relationship a person has and can have a huge influence on attitudes towards health and the value placed on health which can influence behavioural choices relating to protective and risk behaviours. Peers influence each other by creating environments where individuals seek to fit into a group by adapting their behaviours. This can be positive, if the peer group has lots of protective behaviours that they engage in, or negative, if the behaviours increase risk. The media plays a large role in shaping health – overtly in health campaigns or covertly through subliminal messaging. A sense of connection and belonging to a culture can have a positive influence on health, especially if that culture values health. For some, religion positively impacts health providing a purpose for life and promoting self-worth.

Developers of health campaigns should be aware of how social, economic and/or environmental factors may influence the up-take of campaign messages. Various modes of delivery (TV ads, radio ads, social media, brochures, bus signage, Instagram ads, infographics etc) and campaign resources should be used to share the key message(s) to increase the reach across the entire Australian population.

PART C – RECOMMENDATIONS• Recommend ways to improve the effectiveness of the campaign.

¬ State and justify two additional recommended strategies and/or resources for the campaign that will support the key message(s) of the campaign, and positively influence the target group(s) to maintain or adopt healthy behaviours.

12. Students should use accurately cited research* to support their justification in Part A of the task.

*Consistent with the referencing policy/guidelines used within the school.

© 2018 SDERA | DRUG TALK | SDERA.wa.edu.au DRUG TALK. Year 10 assessment task. 6

DRUG TALKYEAR 10 ASSESSMENT TASK ALCOHOL AND OTHER DRUGS

CRITIQUE IT

STUDENT NAME:

TASK

Critique one Australian national, state or local community alcohol and other drugs campaign analysing and evaluating its health messages and strategies.

Follow the steps below.

PART A – JUSTIFICATION (9 marks)

Write a justification to explain why it is important to have alcohol and other drug campaigns in communities.

Provide two examples of evidence to support your justification.

PART B – ANALYSIS AND EVALAUTION (18 marks)

Choose one Australian alcohol and other drugs campaign. The campaign can be a local community, state-based or national campaign.

¨ Check the suitability of your selected campaign with your teacher.

Analyse the campaign.• Name the campaign• Explain the purpose of the campaign.• Identify the key message(s).• Define the target audience (primary and secondary target audiences, as relevant)• Identify and explain two strategies used to communicate the key message(s).

Evaluate the campaign.• Explain the potential impact of the campaign on the target audience. In your response refer to whether you

think the campaign messages will have any impact on the knowledge, attitudes and behaviour of the target group.

HINT

Apply your knowledge of how social, economic, and/or environmental factors may influence whether campaign messages are adopted by sub-groups within the target audience.

© 2018 SDERA | DRUG TALK | SDERA.wa.edu.au DRUG TALK. Year 10 assessment task. 7

PART C – RECOMMENDATIONS (8 marks)

Recommend ways to improve the effectiveness of the campaign.• State and justify two additional recommended strategies and/or resources for the campaign that will support

the key message(s) of the campaign, and positively influence the target group(s) to maintain or adopt healthy behaviours.

WHAT YOU NEED TO HAND IN

• Written report with headings (use the headings provided in Parts A, B and C).• List of references used in Part A of the task.

TIPS FOR PRESENTATION

• Present information clearly and logically.• Use present tense eg. The campaign demonstrates…, Key messages are…• Use descriptive, evaluative language eg It can be argued that this campaign…, In determining the reach of this

campaign…, The campaign’s key message made sense to me as a member of the target audience because….. • Where possible, use references that are current/up to date and Australian.

© 2018 SDERA | DRUG TALK | SDERA.wa.edu.auADV109659

DRUG TALKYEAR 10 ASSESSMENT TASK ALCOHOL AND OTHER DRUGS

CRITIQUE IT

STUDENT NAME:

SAMPLE MARKING KEY

DESCRIPTION MARKS

PART 1 - JUSTIFICATION STATEMENT (9 marks)

STATEMENT (5 marks)

Comprehensive and well-researched justification that includes all relevant information 4-5

Clear justification that includes relevant information 2-3

Brief justification with minimal information or explanation 1

EXAMPLES (4 marks)

Examples of evidence to support the justification 1-4(maximum of two

marks for each example)

PART 2 – ANALYSIS AND EVALUATION (18 marks)

ANALYSIS (10 marks)

Clear explanation of the purpose of the campaign 1-2

Accurate identification of the key message 1-2

Clear definition of the target audience 1-2

Clear identification and explanation of two strategies used to communicate the key message(s) 1-4(maximum of two

marks for each example)

EVALUATION (8 marks)

Comprehensive and insightful explanation; provides multiple compelling reasons related to the adoption of messages and impact on target audience

7-8

General explanation; provides some valid reasons related to the adoption of messages and impact on the target audience

5-6

Brief and/or unsubstantiated explanation; provides minimal reasons related to the adoption of messages and impact on the target audience

3-4

Poor explanation; provides one or two reasons 1-2

PART 3 – RECOMMENDATIONS (8 marks)

Comprehensive and well-justified strategies/resources to support the campaign 7-8

Well thought out strategies/resources to support the campaign 5-6

One or two valid but brief explanation of strategies/resources to support the campaign with simple justification

3-4

One or two valid strategies/resources with limited or no explanation or justification 1-2

TOTAL MARKS /35 marks