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View the full campaign proposal here!

CANCER COUNCIL NSW BEQUEST CAMPAIGN

This project was a capstone assignment for my final year of my Bachelor of Media and Communications. We were presented with a real-world client and pitch and given 12 weeks as a group to conceptualise and present a public relations campaign for Cancer Council NSW. The campaign focused on increasing a key fundraising income stream - ‘Bequests’ also known as ‘Gifts in Wills.’ You can view the full client brief here.

My role in this group assignment was as the Document and Video Editor and as a general support for the group, organising some meetings and performing ad-hoc research. I was responsible for combining everyone’s work into a cohesive document, ensuring our key points were consistent throughout and presented in a professional and persuasive final document.

 

In addition to this, I contributed to the overall persuasiveness of the document by ensuring we addressed “the stated problems/issues/opportunities” outlined in the client brief. During the formative and editing stages, I ensured our team’s proposal acknowledged the issue of “the taboo nature of conversations around death and dying” by presenting tailored tactics to tackle this challenge, for example the ‘Death is on the Cards’ game concept. By directly addressing this client concern, I was able to draw a stronger connection between the client’s problem and the solution our campaign presented, creating an overall more persuasive pitch.

When creating the final document for presentation to the client, I was responsible for creating a professional and easy to read document. I did this by keeping a consistent format throughout the campaign, including an 11-point font size in a clear Arial font, double line spacing, adequate space between sections, clear headings and subheadings, presenting information in tables where appropriate, including visual aides where appropriate, ensuring consistent spelling of key terms such as ‘SafeWill’ and a colour pallet and design consistent with the Cancer Council NSW’s branding.

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