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COMU2012
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CAMPAIGN: MAXIMISE YOUR POTENTIAL IN COLOURS


CLIENT: MAX POTENTIAL
DONE BY:
- ANANDA GABRIELLA (43649125)
- KLEMENS ISMOYO DJAJAPURUSA (43656075)
- MAHARANI ANINDITA WIJAYA (43654811)
- TJUT ALIFFAH BAMBANG (43308703)
- RESTUARTI MADYANTORO (43313761)

The Issue
Discrimination! of! race! has! been! one! of! the!
trending! issues! in! Australia.! Most! foreigners! even!
have! associated! racism! as! one! of! the! trademarks! of!
Australia.! ! In! fact,! in! 2008! research! shown! that! New!
South!Wales!as!the!most!racist!state!in!Australia!based!
on!The!Daily!Telegraph!News.!A!new!study!shows!that!
the! complaints! of! racism! increased! 60%! from! last!
year.! Surprisingly,! seven! out! of! ten! teenagers!
experienced! racism,! three! out! of! four! indigenous!
Australian! experienced! racism! regularly,! and! ten!
percent! of! Australians! feel! negatively! about! cultural!
diversity.! For! the! record,! racism! issue! costs! the!
economy! $55.000! on! average! for! every! complainant.!
Seventy! percent! of! workers! take! time! off! after! being!
exposed! to! racism! and! leads! them! to! anxiety,!
depression,! high! blood! pressure,! heart! disease,! and!
low! birth! rate.! Survey! conducted! in! 2013! disclosed!
40%! or! more! of! all! new! arrivals! from! Asia! such! as;!
Singapore,! India,! Malaysia,! China! and! Hong! Kong!
experienced! discrimination! because! of! their! religion,!
colour!and!race.!The!politics!of!the!boats!situation!had!
been! failing! in! the! past! year! because! 33%! of!
Australians! want! all! refugee! boats! turned! back! and!
only! 18%! support! treaty! obligations! to! give! refugees!
arriving!by!boat!permanent!residence!in!this!country.!
Therefore,! MAXIMISE! YOUR! POTENTIAL! IN!
COLOURS! recognise! as! an! anti\racism! training! and!
organising! schools! in! New! South! Wales.! Based! on!
secondary! research! that! has! been! conducted,! we! will!
provide! the! participant! an! anti\racist! information,!
sharing,! collaborative! discussion! and! group! action.!
The! campaign! attempts! to! emphasise! understanding!
of!what!racism!is,!how!it!is!happen,!why!it!persevere,!
and!how!it!can!be!undone.!

The Objectives
The!campaign!has!two!main!objectives:!
1. To!exercise!the!courage!and!self\
confidence!of!young!adults!to!speak!up!
against!discrimination!
2. To!convince!the!government!of!the!
effectiveness!of!MaxPotential!
programs!to!be!included!in!schools!
curriculum.!

Target Audience
The!target!audiences!for!the!campaign!include:!
1. Young&adults:!we!feel!that!emphasising!on!
young!adults!ranging!from!year!12!to!early!
college!would!be!very!strategic!because!they!
are!the!main!consumer!of!MaxPotential!and!
study!suggests!that!young!adults!aging!from!
17!to!22!can!potentially!make!a!difference!
within!the!community.!
2. Government:!one!of!our!objectives!is!to!
convince!the!government!to!include!
MaxPotential!program!as!part!of!the!schools!
curriculum.&

Strategy
One!of!our!objectives!is!to!improve!the!self\esteem!
and! courage! to! stand! up! of! young! adults! of! New!
South! Wales! for! discrimination.! The! campaign!
encourages!them!to!have!a!higher!concern!towards!
racial! discrimination! that! could! be! happening!
around!them.!Using!the!fact!that!the!victims!might!
be! somebody! to! someone,! the! campaign! tries! to!
touch!the!heart!of!these!young!adults!by!presenting!
the! victims! of! discrimination! could! be! one! of! their!
loved!ones.!!
Another! important! aspect! to! meet! the! campaigns!
objectives! is! to! have! a! good! publicity.! As! for! our!
target! stakeholders! are! familiar! with! social! media,!
such! as! Facebook,! YouTube,! Twitter,! and!
Instagram,!we!are!targeting!to!use!these!four!social!
media! platforms! in! spreading! our! campaign! and!
reaching!out!to!our!target!stakeholders.!
The! campaign! would! start! by! targeting! and!
identifying!three!schools!in!New!South!Wales!with!
the! most! diversified! student! population! and! their!
surrounding! suburbs.! We! could! then! utilise! the!
schools! internal! communication! tools! to! spread!
the!campaigns!key!message.!We!are!also!planning!
to! put! up! posters! in! students! hangout! places! and!
around!schools!area!to!increase!publics!awareness!
towards! the! campaign.! Not! only! relying! on! social!

media,! but! we! are! also! inviting! media! to! cover!


campaigns!activities!to!spread!the!campaign!in!a!larger!
scale.!
One!of!the!campaigns!success!criteria!is!to!have!a!good!
credibility;! therefore! we! are! strategizing! to! work!
together! with! an! international! brand! in! order! to! get!
higher! credibility! of! the! campaign.! We! value! good!
credibility! of! the! campaign! in! winning! our! target!
stakeholders! trust! and! achieving! the! campaigns!
objectives.!
We! know! MaxPotential! sees! the! importance! of!
inculcating! leadership! ability! since! juvenile! ages.!
Together! with! this! campaign,! MaxPotential! would! like!
to!keep!it!consistent!by!giving!leadership!programs!and!
trainings! for! young! adults! in! Australia.! Targeting!
government! as! one! of! our! target! stakeholder! is! one! of!
the!plan!to!instil!leadership!ability!among!young!adults!
through! school! programs! as! part! of! the! education!
curriculum.!Therefore,!schools!in!New!South!Wales!are!
provided! with! high! quality! leadership! training! every!
year!for!their!students!enhancement!in!this!particular!
aspect! and! this! coincides! with! the! campaigns! long\
term!goals!is!to!help!the!government!to!reduce!the!cost!
of! discrimination,! which! is! $55,000! on! average! for!
every!complainant.!!

Key messages

Max!Potential!is!committed!in!
helping!Australia!to!fight!racial!
discrimination!by!guiding!and!
educating!the!young!adults!of!
Australia!

Execution
High&School&Movie&Competition:&
1. Webumentaries:!create!three!racial!discrimination!videos,!one!for!each!school,!and!publicize!them!
to!go!viral.!Locations!of!these!videos!are!the!3!schools!surrounding!neighbourhoods.!The!concept!of!
the!video!would!be!similar!to!those!social!studies!videos.!
2. Pre?post&racial&discrimination&surveys:!to!find!out!the!racial!discrimination!level!at!the!suburbs!
around!these!three!schools.!Results!will!be!shown!as!part!of!the!campaign!posters,!post!up!around!
the!school,!and!newsletter!articles.!
3. Max&Potential&Workshops:!all!grade!12!students!are!compulsory!to!attend!the!workshops!
4. Movie&competition:!Racial!Discrimination!in!Daily!Life,!the!topic!should!correlate!with!the!
workshops!contents.!
a. Will!be!held!for!each!school!with!10!participants!from!each!school!
b. Videos!will!be!uploaded!to!the!campaigns!social!media!accounts!
c. One!winner!will!be!chosen!from!each!school,!based!on!the!likes!receive!for!each!videos!
d. On!the!day!of!the!competition,!all!videos!will!be!played!for!everybody!to!watch,!audience!will!
have!another!chance!to!like!the!video!they!like!to!be!nominated!as!the!winner!
5. Collaborate&with&eVent&Cinema:!
a. The!finals!will!be!held!at!one!of!the!eVent!Cinemas!
b. 3!videos!from!each!school!will!be!played!during!the!finals!
c. 3!judges:!Mr!Wayne!Blair,!representative!from!All!Together!Now!organisation,!
representative!from!eVent!cinema!
d. The!winning!video!will!be!played!during!the!commercial!section!before!the!movies!start!for!
3!months!or!according!to!the!sponsor!contract!between!eVent!cinema!and!us!
e. Invite!a!representative!from!the!government!to!see!the!impact!of!Max!Potential!programs!on!
the!students!and!to!witness!the!students!enthusiasm!to!reduce!the!racial!discrimination!
level!

Government:&Continuous!lobbying!and!pitching!to!the!government!to!maintain!good!relationship!and!
campaign!information!flow.!To!increase!the!governments!awareness!of!the!campaign!and!to!get!the!
government!to!be!more!involved!with!the!campaign!by!updating!them!of!the!campaign!results.!

Media:&
1. Schools&internal&communication:&
a. Schools&Newsletter:&To!input!the!poster!and!create!a!story!about!discrimination!that!was!
occurred!in!each!school!neighbourhood!such!as,!Infocus:!International!Grammar!Schools!
Weekly!E\Newsletter.&
b. Schools&Social&Media:!Link!our!social!media!account!with!schools!Facebook!and!twitter!&
c. Schools&Websites:&We!acknowledge!that!the!websites!of!these!three!schools!are!actively!
updated.!We!will!put!a!web!banner!about!the!campaign.!Information!in!the!websites!will!be!
more!complete!rather!than!other!tools!because!it!also!link!into!the!schools!newsletter!and!
social!media!where!the!target!audience!can!also!find!out!more!details!from!our!social!media.!&
d. Noticeboard&
&
2. Local&media:&To!raise!public!awareness!towards!the!campaign!we!will!approach!the!local!media,!
which!mostly!operates!in!the!education!or!discrimination!section.!Media!will!be!invited!to!the!movie!
competitions!and!we!will!also!send!press!release.!Moreover,!we!will!also!approach!several!media!
that!already!covered!some!story!of!Max!Potential!program!such!as!Barrier!Daily!Truth,!Sunrise!TV!
program,!and!9news.com.au&
&

February'

March'

April'
'

May'

Movie'
Festival'
at'eVent'
Cinema'

July'

Post'discrimination'survey'around'the'
schools'neighborhood'

Lobbying'and'maintaining'good'relationship'with'the'government'to'persuade'the'government'to'include'
Max'Potential'programs'as'part'of'the'schools'curriculum.'

Pre'discrimination'survey'around'the'
schools'neighborhood'

June'

School'Movie'finals;'choose'
a'winner'from'each'school'

Students'making'the'
videos'for'competition'

Create'publicity'for'the'school'movie'competition'such'as'posters,'news'articles'

Max'Potential'
Workshops'

School'Movie'Competition'

Create'videos'about'racism'around'the'neighborhoods'of'the'three'schools.'Create'1'video'for'every'
3months.'Upload'each'video'to'social'media'accounts'

Create'campaign'social'media'accounts:'Facebook,'Instagram,'YouTube,'Twitter'
Maintain'these'accounts'till'the'end'of'the'campaign'

January'

Campaign'Timeline'

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Measurements

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Activities(
Social!Media!

Measurements(
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Movie!competition!

Pre!and!post!surveys!

Movie!festival!at!eVent!cinemas!
Government!

Number!of!views!
Number!of!subscribers!
Number!of!likes!
Number!of!hash!tags!
Number!of!shares!of!videos,!posts,!etc!
Media!analysis!
Number!of!students!involved!for!the!
movie!festival:!
- Number!of!students!registered!in!the!
competition!
- Number!of!students!attending!the!
finals!of!the!movie!competition!
Number!of!people!participate!in!the!
survey!

!
- Media!analysis!
- Number!of!people!attending!the!festival!
Government!decision!to!include!Max!Potential!
programs!in!the!school!curriculum.!

Budget
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Expenses
Production(
(
(

Operational(

Movie(Festival(Judges(Fees(

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Expenses Breakdown
Video!production!
B Graphic!Design!
B Equipment!rental!
Poster!printing!for!3!schools!
Movie!Festival!
B Rent!equipment!for!movie!screening!
!
Transportation!
B Transportation!for!government!officials!
!
Food!and!beverages!
B Movie!competition!in!each!schools!
B Movie!festival!in!eVent!Cinemas!
B Movie!Director!
B Racism!activist!

Price
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$400!
$300!
!
$700!
!
$300!
!
$2000!
$2500!
$500!

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Total! $6700!

Appendices
Posters

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Survey Forms

Survey Forms

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Social Media

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Social Media

Campaign Logo
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Movie Competition Poster