The National Drugs Campaign Media Essay

The National Drugs Campaign Media Essay The National Drugs Campaign (NDC) was created by the Australian Government to decrease the drug use amongst the Australian population. They achieve this purpose by spreading information about the dangers of drug usage and encouraging the public to abstain from drugs. A campaign has been launched since 2001 for this cause, which included 4 phases to be launched at different times within a ten year span. It is one of the longest-running public education campaigns on illicit drugs in Australia. Although illicit drug usage may be decreasing due to NDCs campaign, ecstasy usage remains stagnant. According the Mental Health Minister, Helen Morton, The latest National Drug Strategy Household Survey showed 4.1 percent of Western Australia survey participants had used ecstasy in the past year, similar results to 2001 and 2004 (Morton). In fact, according to the National Drug and Alcohol Research Centre of Australia, ecstasy has been used by approximately 8% of the entire Australian population, with approximately 3% having used in the preceding 12 months. (Ross). In order to reduce these statistics, the NDC started a new campaign targeting ecstasy in January 2011 called the Ecstasy. Face Facts campaign. I feel that this was a successful approach to use in order to fulfill the needs of their overall campaign. One of the NDCs main objectives is to reduce illicit drug usage, and since ecstasy was not in decline, it only makes sense to focus the next campaign specifically on ecstasy. As part of their communication model, they created objectives of this particular campaign. These includes increasing the knowledge to their audience about the perilous facts of ecstasy, reducing the usage of ecstasy and other illicit drugs these users may have tried, preventing anyone from ever trying illicit drugs, and supporting them to refrain from any drug usage. The NDC released several public service announcements, which was their entire campaign, in order to promote positive consumer behavior. According to the National Drugs Campaign, there are four overall messages that need to be conveyed to the audience. These messages include the following: There are specific risks and harms associated with using ecstasy; There are real risks and harms associated with using illicit drugs; There are real benefits to not using ecstasy and other illicit drugs; and There is a range of information available on the facts about using ecstasy and other illicit drugs. The communication channels of this government advertising campaign consist of integrated media activity with radio, print, outdoor, online, and in-venue advertising, public relations and promotions, and information resources such as National Drugs Campaign website (australia.gov.au/drugs) and the 1800 250 015 information line. Some public relations activities include sponsorships of the  In The Mix  website, popular radio programs on Nova FM and Austereo, the Future Music Festivals, the  Rock the Schools  and  I Am With The Band  initiatives and National Youth Week 2011. The communication channels in which to reach NDCs target audience is an important factor to get their message across. I feel that the chosen mediums of advertising, especially through print and radio, are a fast and easy way to reach a mass audience while still grabbing the attention of the target market. Having online tools such as the website, and interactive in-venue advertising also incorporates new ways of reaching and communicating with the youth of Australia, which research shows us is how they want to be informed of these issues. Finally, having PR activities that include sponsorships that young people idolize and are familiar with will help to better relate to them. Youth marketing and public relations activities that are aligned with music further engages youth in ways that are meaningful to them. It was also an important decision that the NDC chose to use print media other than television to get their point across. They chose to advertise more in magazines that teenagers would read, such as Cosmopolitan. This way they would reach their target audience. They also were able to have a more personal impact on their viewers through their visual communication. The entire layout of the advertisement, including the typography, pictures, and colors were all put together meticulously. Since there is only a few moments before the onlooker of the ad decides whether or not they will continue reading, it needs to have all aspects of the print to be attention-grabbing, which it is. Research conducted by drug and alcohol experts and the Australian National Council on Drugs led to the development of the target audience. It was decided the campaign would target the youth aged 15-21 years who are at risk of using ecstasy and/or other illicit drugs and parents of 13-17 year olds. According the research conducted by the National Drug Strategy Household Survey, 38.1% of Australian over the age of 14 had tried illicit drugs. . This is the key transition time in young peoples lives. Since they are highly influenced by their environments and their social stimuli, they are more at risk. Since teenagers in Australia are using drugs at such an early age, the target audience should be 15- 21 years, and it is also necessary for parents to start worrying about the safety of their children as well. Thus, the target audience for the advertisements is a logical age. Before the advertising campaign was made, a creative brief was formed which highlighted the consumer insights as well as the creative strategy that NBC would use. Formative research was conducted with people aged 12 -25 to explore youth attitudes and behaviors to illicit drugs. They examined positive and negative perceptions of drug use, key drivers and barriers to trial, and identified effective channels with which to communicate with young people in relation to drugs (National Drug Campaign). The research results indicated that young Australians had previous knowledge between the image or specific drugs and perceived effects of them. These finding encouraged NBC to target communication about particular drugs, rather than simply grouping all drugs together. This research also identified different segments of young people, defined by clusters of particular attitudes to drug use and their lives, which have been critical to the formulation of the campaigns creative strategy (National D rug Campaign). Two main visuals that have been used in outdoor advertising such as posters and billboards are called the Ecstasy Girl advertisement and the Ecstasy Lab advertisement (National Drug Campaign). The Ecstasy girl features a visual of a haggard, disheveled girl who looks like she is clearly a drug user. The caption above says Insomnia, memory loss, or psychological problems. The second advertisement features an ecstasy lab which consists of a visual of a repulsive bathroom and tubes attached to the inside of a toilet going into beakers. These beakers imply that the drugs are made in this kind of setting, with unknown contents. The caption above reads Made using drain cleaner, battery acid or even hair bleach. Then popped in your mouth. The second of these advertisements is more widely known, and the message of the contents of ecstasy was used in other forms of media such as video and radio. The cultural setting of the Ecstasy Girl advertisement is an illustration of all teenagers. Though it may show a young, blonde, Caucasian women, it still represents all of the youth that is having problems due to drug usage. It is a physical depiction of the entire target audience. Even the Ecstasy Lab advertisement with a picture of a lab may only show the setting of one place where the drugs are made. However, it is still a physical depiction of what contents go into ecstasy, and illustrates that the contents of drugs are never pure. In the fourth stage of the communication model, the message that is being sent is interpreted by the audience. The way that teenagers would interpret these public service announcements is critical to make sure the objectives of the NDC are being met. Thus, in order for these advertisements to have any impact on it audience, it needs to pass the hierarchy of effects model. This means it needs to stimulate their attention, interest, desire, and action. I feel that this advertising campaign does create attention since the visual depictions are both extreme and invoking. The colors (yellow, blue, white) are eye-catching. Even the font they use for the words is large and capitalized, demanding attention. By reading the copy, the audience would then gain interest, since the copy in the advertisements is thought-provoking, harsh, and blunt. Then they would look at the pictures again and associate with the words to realize what the message is trying to convey. When they finally put it all to gether, it would create the desire to listen to the message, and abstain from trying drugs, which is the action that the NDC is trying to invoke. Since the National Drugs Campaign is run by the Australian Government, it is government advertising which is a public service that promotes good behavior. It is not in competition with other brands or companies. However, it does have other organizations that support the campaign, even if they have their own strategy for trying to decrease drug use. For example, Drug Aware, a drug prevention program in Western Australia took its own approach to handling the ecstasy escalation in their region. Instead of using print advertising, they did everything online. They created a new youth-oriented ecstasy campaign website interface on the Drug Aware website, where visitors can watch videos featuring the Ecstasy experts, read up on the facts, or chat live and confidentially with a qualified drug counselor (Drug Aware). Other smaller drug awareness campaigns dont always take the harsh approach of the NDC either. However, I feel showing the youth the more daunting facts of drugs first will grab t heir audiences attention and keep it, which is what they need to do to portray their message. In order to measure the feedback of the advertising campaign, the NDC would need to test the audiences reactions after viewing it. There are several ways of evaluating whether or not the campaign is effective. NDC could investigate the audiences campaign awareness and reach by testing campaign recognition and recall, credibility of the advertising for ecstasy, whether attitudes and behaviors in relation to illicit drugs has changed, and if people start getting more informed and abstain from drug use. Past campaigns have resulted in high outcomes for effectiveness. For example, in the previous campaign in 2010, 70% of ecstasy users and 44% of young people said they had recently seen, read or heard advertising about illicit drugs (National Drug Campaign). Since the creative strategy for advertising is being used from previous campaigns, these results could be a reflection for the current campaign effectiveness results. Since this campaign is an improvement on the previous one, we can h opefully expect even better results, especially since the current one has more of a focus on ecstasy users. Unfortunately, there are still some setbacks to the current campaign. There are no actual television commercials for the campaign. Though they may have radio spots and some online videos, NDC has underestimated the influence of television. A small glance at a poster, or a 20 second radio spot may not be enough to capture to attention of someone, if looked at just once. Fortunately, this problem has been moderated due to the saturation of posters and outdoor advertising of the NDC. This way, if the poster didnt catch someones eye once, seeing it several times will cause them to actually read it. Though the NDC has not put money into television spots, they did allocate their marketing to enough outdoor advertising to make up for this. Though we may not be able to measure the post-campaign evaluations yet, since the campaign has only just come out, we could still critique what NBC has done so far. The two advertisements that have been their main focus both appeal to the audiences emotions and fears. I think this is an appropriate approach because showing the audience appalling facts about drugs will alert them into abstaining from them. Sometimes messages need to be harsh, especially to the youth, to hinder them from using drugs. Also, since the government and the National Drug Campaign is a credible source, the audience will be able to trust the messages that they are seeing. I feel this campaign will really make a difference to NDCs target market. The exposure to this campaign will help NDC in reaching their objectives. , http://www.nationaldrugstrategy.gov.au/internet/drugstrategy/publishing.nsf/Content/17B917608C1969ABCA257317001A72D4/$File/mono-63.pdf. http://www.wa.liberal.org.au/item/3681 http://www.thenewspaperworks.com.au/go/news/-ecstasy-face-facts-press-ad http://www.health.gov.au/internet/drugs/publishing.nsf/content/news-7feb11-ecstasy http://www.tanglewood.net/projects/teachertraining/Book_of_Readings/Dusenbury.pdf

Vulnerability: Disability and Family Reform Act

The Association of Directors of Social Services (1991) defined a vulnerable adult by the client group: the elderly and frail, those with a mental illness (including dementia), those with a sensory, physical or learning disability, and those with severe physical disability. The current definition, in the Department of Health guidance â€Å"No secrets†, states that a vulnerable adult is â€Å"a person who is or may be in need of community care services by reason of mental or other disability, age or illness; and who may be unable to take care of him or herself, or unable to protect themselves against harm or exploitation† (DOH, 2000).The age of majority (becoming an adult) was identified by The Family Reform act in 1969 as 18 years or older. Leffers et al (2004) summarises that the concept of vulnerability in healthcare refers to those who are susceptible to harm. It is often perceived as the opposite of power (Phillips and Bramlett, 1994). Vulnerability is an important i n that the majority of nursing practice is spent helping those who are in a vulnerable position, or helping them avoid vulnerability.Spiers (2000) recognises that nursing has been slow in developing theoretical constructs of vulnerability. In healthcare it should be considered on an individual basis. Rogers (1992) developed a system which focuses on the person as a constituent of their environment, which is relevant as a nursing framework for addressing vulnerability. Vulnerability is important due to its implications for health. Being vulnerable can lead to stress and anxiety, which has an effect on a person’s physical, social, psychological, and environmental well-being. Vulnerability: Disability and Family Reform Act The Association of Directors of Social Services (1991) defined a vulnerable adult by the client group: the elderly and frail, those with a mental illness (including dementia), those with a sensory, physical or learning disability, and those with severe physical disability. The current definition, in the Department of Health guidance â€Å"No secrets†, states that a vulnerable adult is â€Å"a person who is or may be in need of community care services by reason of mental or other disability, age or illness; and who may be unable to take care of him or herself, or unable to protect themselves against harm or exploitation† (DOH, 2000).The age of majority (becoming an adult) was identified by The Family Reform act in 1969 as 18 years or older. Leffers et al (2004) summarises that the concept of vulnerability in healthcare refers to those who are susceptible to harm. It is often perceived as the opposite of power (Phillips and Bramlett, 1994). Vulnerability is an important i n that the majority of nursing practice is spent helping those who are in a vulnerable position, or helping them avoid vulnerability.Spiers (2000) recognises that nursing has been slow in developing theoretical constructs of vulnerability. In healthcare it should be considered on an individual basis. Rogers (1992) developed a system which focuses on the person as a constituent of their environment, which is relevant as a nursing framework for addressing vulnerability. Vulnerability is important due to its implications for health. Being vulnerable can lead to stress and anxiety, which has an effect on a person’s physical, social, psychological, and environmental well-being.

Unusual Article Uncovers the Deceptive Practices of Why Cornell Essay Samples

Unusual Article Uncovers the Deceptive Practices of Why Cornell Essay Samples The Downside Risk of Why Cornell Essay Samples It is not too simple to compose a winning paper. Comments like this fueled our passion to generate an overdue shift in the business. The author starts with a rather thorough story of an event or description of an individual or place. If you're a cheerful, energetic person having a feeling of humor, utilize the essay as a chance to demonstrate these qualities and make a particular image of you. Demonstrated interest is essential in the current competitive admissions scene to stick out from the remainder of the pack. I often discover that students feel they will need to know everything before experiencing college, but that's not correct. Lazy students may also give bad reports based on the quantity of homework the teacher gives. Cornell delivers financial and investment planning solutions, robust retirement benefits, and a wide variety of investment fu nds to help you understand your financial security objectives. You frequently have a disconnect in the area of nuclear medicine, he states. Consider your suggestions and aspirations and describe how a Cornell Engineering education would enable you to leverage technological problem-solving to enhance the world we are living in. Revealing your ideas and intentions, explain how it would permit you to solve technological problems and develop engineering progress. Since the debut of academic guidelines, various measures are made to enhance the kind of education in schools. You have to supply real advantages. Before you submit your on-line application, be certain you thoroughly understand your field's admissions requirements and have gathered all the vital materials. Our lab is attempting to bridge that gap. Any knowledgeable admissions committee will observe such universality. Our consultants will pick the right topic for you, and highly qualified experts can help you to sort out any problem. The admission procedure demands the application form to be full of different info about you and answering questions. The War Against Why Cornell Essay Samples Or you are able to view 18 essays all on a single page. Your essay should be unique to you. Cornell essay is a chance to tell the admissions committee about everything that's not required to be given in different documents. These seven sample essays respond to a wide range of thought-provo king questions. It's very beneficial to take writing apart so as to see just the way that it accomplishes its objectives. Rather than writing a general and wordy text, you should better concentrate on the description of particular reasons that explain why you want to know more about acquiring education at that specific university. Even in case you don't have experience with engineering, you can secure an expert aid in making your essay. Even should you decide to apply as an undeclared major, you must have potential regions of interest in mind to completely handle the essay prompt. The procedure is significantly more competitive. Not having a parent who's acquainted with that procedure can allow it to be even more challenging for some students since they are venturing into unchartered territory, often times without a guide. Allow it to sit for a couple days untouched. Above all, have fun and revel in the experience! The Cornell personal rating accounts for achievements in the selection of f ields. Talk about how you're going to use the majors accessible to get to your career targets. Explain the vehicle connection better. Additionally, risk management is a significant skill for anyone to get, but particularly entrepreneurs. The startup's very first product is a wise glove that workers most at risk for these sorts of injuries would wear throughout their shift. You ought to use your existing experiences to explain why you would like to study the major you selected. A great response will show you've taken adequate measures to learn about the school and the way you intend to create an impact and immerse within the community. You're able to demonstrate the upcoming plan of solving the matter and how Cornell Engineering School opportunities can help you. Cornell has an extremely competitive applicant pool. You may pursue a Cornell University degree free of tuition expenses. Last, explain what a Cornell Engineering education will let you accomplish. Cornell notes were also created as a way of stimulating the important thinking skills of students. Your purpose is to demonstrate that Cornell is the proper school for you and that you're the suitable student for Cornell. That's the Cornell Supplement. It is crucial to make sure that the paper for Cornell University fully meets the demands of the university and courses.

Analysis Of Pablo Picassos Guernica - 1228 Words

Throughout history, art has been a powerful medium for political expression. Strong, moving images create a visual experience that calls for global attention to a cause. One of the most famous examples of using art to bring the world’s focus to a cause is Pablo Picasso’s painting, Guernica. In 1937, Francisco Franco, the ruler of Spain, allowed German and Italian planes to bomb a small town, called Guernica, in order to test their bombing tactics. Guernica became the result of Picasso’s outrage to the aerial attacks. Within the painting, he crafts symbols to represent the horror brought to the town of Guernica by the government. Picasso uses different art principles and elements to show the brutalization and chaos caused by Franco’s†¦show more content†¦Muted colors add the confusion in the painting and make it difficult to distinguish where one figure begins and another ends. Picasso captures the raw emotions felt by his countryman by emphasizing the panic within Guernica’s colors. However, Picasso utilizes the white colors of the painting for his message as well. At the top of the painting there is a white lightbulb, surrounded by white light. The single light illuminates the chaos below. The white light stands out in a dark background. Picasso uses the symbol of the lightbulb as the symbol of knowledge, announcing that he knows about the war crimes Franco committed in exchange for political favors. Light colors show the world the suffering of Guernica; it forces the world to react to the violence. Picasso demands a global response to protest the aerial bombings. Masterfully, he crafts the dark and light aspects of the painting to expose the terror created by Franco’s regime. Animals intermixed with the people in the painting add further meaning to the brutal scene within Guernica. The bull, a symbol for the violence of bullfighting in Spain, represents Franco. The bull’s white face and horns stand over the woman cradling her dead child. Picasso gives ownership of the attacks to Franco by placing the bull over the mother. The bull’s horns and head, an iconic part of Spanish culture, stands white and visible, but its body is dark and hidden behind the mother. Picasso shows how Franco orchestrated theShow MoreRelatedPablo Picassos Guernica Essay1395 Words   |  6 PagesPablo Picasso. A household name to many - be it good or bad. Pablo Picasso is one of the most famous and influential artists of the 20th century. He is best known, as pablopicasso.org states, â€Å"for co-founding the cubist movement and for the wide variety of styles embodied in his work.† This was an odd progression considering the fact that most of his younger y ears were spent painting in a mostly realistic style. 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Many of his works including Les Demoiselles dAvignon, Ma Jolie, and Girl Before a Mirror have set the tone for many artists to follow after. However, Guernica was one of his most famous of his pieces, painting a nearly perfect emotional picture of whatRead MoreGuernic Guernica, Pablo Picasso2517 Words   |  11 PagesUNIT 2: SAC 1 – Guernica, Pablo Picasso Pablo Picasso, a Spanish born artist, had become the most well known name in modern art, with the most diverse and definite style and eye for artistic formation. There had been no other artists, prior to Picasso, who had such an influence on the art world; this is successfully demonstrated through his artwork titled ‘Guernica.’ Guernica makes a sturdy and solid political statement, painted as an immediate reaction to the Nazi’s devastating casual bombingRead MoreEssay on Analysis of Picassos Guernica3998 Words   |  16 PagesAnalysis of Picassos Guernica Picasso’s Guernica is one of the most powerful and disturbing anti-war paintings ever produced. I have always admired Picasso’s works and wanted to write a dissertation on some aspects of his work. I first saw his Guernica as a poster in my History of Art room. I was fascinated by it and wanted to find out more about its background. I then went to Madrid and saw this vast painting in the Rene Sofia Museum. Its scale and disruptiveness intrigued me to studyRead MoreChapter 33 – Early 20th Century5648 Words   |  23 Pages|sharply intersecting planes | ____ 29. Who said: ...we rejected imitative colors, and that with pure colors we obtained stronger reactions...? |a. |Pablo Picasso | |b. |Ernst Kirchner | |cRead MoreIntertextual Analysis of Works of Art2998 Words   |  12 Pagesand AIDS, among other trends. Contemporary art is created in the here and now and which makes it contemporary to us. Contemporary art are works of art made from the 1960s or 70s up until the present and it is an ever-evolving art style. I will analysis three contemporary works of art and how different philosophers and theorists would interpret each one. The first work of art ‘Surreal’ by Marcus A. Jansen is an oil enamel collage on canvas done in 2009 hanging in the MW Gallery Aspen. Marcus Jansen