Strategic Communication for Social Change

After a lecture on discourse and theory of Power (Michel Foucault), students individually choose one of the three proposed examples of communication (e.g. media fragment, advertising campaign or public communication initiative).

The objective of the task is to critically analyse how social norms and concepts of “truth” are constructed in communication.

In the written work, students must describe:

● What is the analyzed example of communication;

● which social norms or concepts are created or enshrined therein;

● as a DEFI no communication considered “normal”, acceptable or desirable;

● What elements (language, images, narratives, message) help shape this interpretation;

● How students interpret this example of communication themselves.

After a lecture on representation theory (Stuart Hall), students individually choose one media example or communication campaign that depicts certain identities, social groups or societal issues.

This can include:

● ad campaign;

● social media content;

● media publication;

● public communication initiative.

The purpose of the task is to analyze how representation is created in the selected communication example.

In the written work, students must describe:

● selected communication example

● any identity, social group or social issues are represented therein;

● What communication elements (images, language, symbols, narratives) constitute this representation;

● What interpretation communication can foster in the audience;

● does representation seem stereotypical, diverse, problematic or inclusive.

Practical group tasks:

● week 10 - behavioral Design Workshop;

● week 12 - Digital movement or campaign analysis.

These tasks are presented in the classroom and presented in a short, structured form the same week.

At the end of the semester, students in groups develop a theory-based strategic communication campaign for social change. The project aims to demonstrate students’ ability to integrate theories discussed in the course with a practical communication solution.

The final project consists of two interconnected parts: a written strategic justification and a campaign presentation.

1. Written project description: 30% of

students submit a structured written document in Word format describing and justifying the communication campaign developed in the presentation. The written part serves as a strategic justification for the campaign idea demonstrated in the presentation.

In the written document, students should explain the concept of the campaign, its strategic logic and theoretical justification.

The written description must include:

● Social problems DEFIA;

● objective of social change;

● audience characteristics

● the main idea and narcotics of the campaign;

● the chosen theoretical framework (at least three approaches discussed in the course);

● Communication framing approach;

● the purpose of the behaviour;

● justification of the selected communication channels;

● audience participation approach;

● ethical considerations;

● Description of campaign sales (what content formats or activities are planned).

2. Campaign presentation: at the

end of the 30% semester, students present the developed communication campaign. PowerPoint slides, which must also be submitted after presentation.

Presentation duration: 10-12 minutes.

In the presentation, students should present a concrete and creative campaign concept that clearly demonstrates the communication idea developed and its practical application.

The presentation must include:

● explanation of the type of campaign it is (e.g. media initiative, brand initiative, institutional campaign or digital participation campaign);

● campaign name

● campaign slogan or main message;

● explicitly targeted audiences;

● the main idea and narcotics of the campaign;

● selected communication channels (e.g. social media, media, digital platforms, public events, etc.);

● Examples of the visual direction of the campaign (such as conceptual mock-ups, examples of social media posts, posters, or other visual solutions);

● campaign content ideas and their publishing logic

● intended purpose of changing behaviour or attitudes.

Students are encouraged to use visual examples, conceptual mockups (mockups) or digital content ideas in the presentation to demonstrate what the campaign might look like in practice.

The presentation aims to show that students are able to turn theoretical analysis into a specific one