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UOW Sydney Business School
Faculty of Business
Student to complete:
Family name
Other names
Student number
Table number
MARK920
Social Marketing
Wollongong Campus Trimester 1
Final Alternative Assessment
Trimester 1 2020
Exam duration
From Monday 27 April 2020 9am until Friday 1 May 2020 5pm
All times are in AEST
Weighting
30 %
Items permitted by examiner
Aids supplied
NIL
NIL
Directions to students
1 essay question to be answered.
The question is worth 100 marks.
To be eligible to pass this subject, you must complete all assessment
tasks for this subject. In addition, you must achieve a total mark of 50%
or over and obtain a minimum of 50% in the final examination.
This exam paper must not be removed from the exam venue.
2020 APR 22
MARK920 WG T1
Page 1 of 2
Section A: Essay question (worth 100 marks)
Question 1
(Total 100 marks)
The Coronavirus Disease 2019 (COVID-19) pandemic is a current and significant global concern.
Governments across the globe have approached the management of this pandemic in their respective
countries in different ways.
Until now, social marketing has been an approach that has been largely neglected by governments. Yet, as a
social marketer, you are well aware of the value of social marketing for influencing behaviour and for achieving
social good.
In Australia, the Australian Association of Social Marketing (AASM) is the country’s peak body leading
behaviour change and social good. The AASM has released a statement about the COVID-19 pandemic,
outlining a series of recommendations to tackle this problem.
Your task is to develop a social marketing programme to tackle the problem of COVID-19. Referring to the
AASM statement, ensure that your programme adopts a strategic and systems wide approach that:
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Incorporates ethical, participatory, & mutual values;
Employs cross-sector, reflexive, strategic & systems thinking perspectives;
Involves strong stakeholder engagement &partnerships
Adopts careful planning, monitoring &evaluation
Draws on research, behavioural theory & insight;
Adopts a segmented, targeted &appropriately positioned approach;
Utilises a broad, multi-level &multi-faceted range of intervention strategies, tools & tactics working at
the macro, meso, µ levels
Please refer to the AASM COVID-19 Pandemic Statement for guidance.
In your response, you may choose to develop your social marketing programme proposal for any country of
your choice. For example, you may want to develop your social marketing programme proposal for your home
country (i.e. Australia or otherwise if you are not from Australia), of for any country of your choice if you feel
that you are familiar enough with that country.
2020 APR 22
MARK920 WG T1
Page 2 of 2
Leading Behaviour Change and Social Good
Coronavirus Disease 2019 (COVID-19) Pandemic – A Statement from the AASM
Coronavirus Disease 2019 (COVID-19) pandemic is causing major concern globally.
The Government of the Commonwealth of Australia has recently announced a new
$30 million-dollar public health campaign featuring a mixture of TV, radio & print
advertisements & posters at bus stops aimed at better informing Australians about
COVID-19.
The Australian Association of Social Marketing (AASM) is Australia’s peak body leading
behaviour change & social good. The AASM is a voluntary association representing
members using social marketing for behaviour & social change across the country. Our
membership consists of policymakers, behaviour change programme practitioners,
public health professionals, public sector organisations, businesses, & academic
researchers. Together, the AASM represents considerable collective knowledge &
expertise on successful behaviour & social change approaches.
Given the ongoing COVID-19 pandemic, & now the launch of a new public health
campaign, the AASM advocates that efforts to tackle the problem are based on
scientific evidence regarding effective approaches to behaviour change.
The following recommendations from the AASM on tackling the problem are based on
our collective knowledge & experience.
The AASM advocates a strategic & systems wide behaviour change response to the
pandemic that:
– Incorporates ethical, participatory, & mutual values;
– Employs cross-sector, reflexive, strategic & systems thinking perspectives;
– Involves strong stakeholder engagement & partnerships;
– Adopts careful planning, monitoring & evaluation;
– Draws on research, behavioural theory & insight;
– Adopts a segmented, targeted & appropriately positioned approach;
– Utilises a broad, multi-level & multi-faceted range of intervention strategies,
tools & tactics working at the macro, meso, & micro levels
Sources: AASM, 2020; French & Gordon, 2019
1
The AASM recommends the following actions at the macro, meso & micro level to
tackle the COVID-19 pandemic:
Macro & meso level measures (for Government, key authorities & organisations)
? A strategic coalition of stakeholders should be formed across relevant sectors
including public health, education, businesses, transportation, & public venues
? Governments need to clearly establish who is acting as the trusted authority
? Strategic leadership, good planning & use of rigorous research insight, & effective
& consistent communication & action is required at all levels
? Assume COVID-19 will spread aggressively & test & act accordingly: countries that
have acted quickly, strategically & successfully to deliver comprehensive testing,
care & intervention have significantly lower mortality rates
? Inject significant investment into the public health system to fund testing,
treatment, recovery, & staff capacity
? Develop clear plans & process for easily accessible testing, care, treatment,
recovery, & reintegration into social life of those who get sick
? Media should be held accountable to report the facts & help efforts to tackle the
problem – not scaremonger or sensationalise
? Instruct as many people as possible to work from home
? Government, business & organisations should ensure that handwashing facilities
(soap, hot water, hand sanitiser) are widely available for people to use
? Enforce physical distancing, close public institutions (e.g. Universities schools,
workplaces), ban large public gatherings – as much as is possible
? Work with retailers to ensure basic household necessities can still be purchased &
control panic buying & stockpiling & ensure at risk groups can purchase easily
? Develop contingency plans for organisations to still function using technology &
home working as much as possible
? Develop & deliver effective strategic social marketing providing information about
COVID-19 including spread, symptoms, recommend behaviours & the risk level to
address pandemic fear & panic (see also the diagram below)
Source: Sheikh et al., 2020
?
?
Segment & target populations focusing on protecting at-risk groups: people who
are older (60+), immunosuppressed, have underlying chronic health conditions
(cardiovascular disease, diabetes, respiratory disease, hypertension, cancer)
Deliver economic stimulus to protect/subsidise workers who cannot work from
home but need to self-isolate, & support people, communities, business & the
economy through the pandemic
2
Meso & micro level measures (for members of the public & communities)
Develop & deliver clear, consistent & evidence-based behaviour change messages to
the public to encourage desired behaviours & avoid panic – these include:
Prevention measures
Ø Wash your hands with hot water & soap for at least 20 seconds thoroughly & often
– if soap & water are not readily available use hand sanitiser that contains at least
60% alcohol especially after you have been in a public place, or after blowing your
nose, coughing or sneezing
Ø Avoid touching other people (e.g. shaking hands) or touching commonly handled
items such as door handles
Ø Avoid touching your eyes, nose, & mouth with unwashed hands as much as
possible
Ø Practice physical distancing: avoid public gatherings as much as possible & avoid
being in close proximity (within 1.5 metres) to other people
Ø Avoid close contact with people (within 1.5 metres) who are sick
Ø Clean & disinfect all high-touch surfaces every day: this includes tables, doorknobs,
light switches, countertops, desks, phones, keyboards, toilets & sinks
Ø If surfaces are dirty, clean them using detergent or soap & water prior to
disinfection
Ø If you are able to work from home as much as is possible
Ø If you manage, work for or are in the following organisations or locations places
please consult resources made available by the Australian Government Department
of Health or the US Center for Disease Control & Prevention -schools & childcare,
TAFE & Universities, community & faith based organisations, healthcare settings,
homelessness shelters, large public gatherings, healthcare settings, emergency
services/first responders
Ø Avoid all but essential travel, especially overseas & to at-risk areas
Ø If you are not sick, there is no need to wear a facemask as they are less effective at
preventing you from getting sick but are more effective at preventing those who
are sick from infecting others
Ø Try not to panic especially if you are not a member of an at-risk group. Although
still fluctuating the latest estimates are of a mortality rate from COVID-19 of at
most 3.4% but perhaps even 1% or lower.
Ø About 80% of people with COVID-19 recover without specialist treatment & only
one in six gets seriously ill & develops breathing difficulties.
Ø Do not panic buy – there is no need to stockpile months of supplies (especially
toilet roll, soap, hand sanitiser, face masks, basic food staples)
Ø Remember that potentially vulnerable people (e.g. older people or
immunosuppressed) may be in greater need of essential supplies
Ø Be kind & caring towards other people & do not stigmatise or abuse anyone based
on race or ethnicity, if they are sick or have recently been in close proximity to
someone who is sick, if they are in an at-risk group, or if they have recently
travelled to countries that have been heavily hit by COVID-19
Ø Focus on your protecting your mental health & that of others – see here
Ø Keep your spirits up and be positive as much as possible
Ø You can keep up to date with the current situation and case numbers here & here
Sources: CDC 2020a,b WHO 2020a,b,c,d;e Roser et al 2020; Jones et al 2010, Australian Government
Department of Health 2020a,b
3
What to do if you get sick
? Stay home & self-isolate & follow the guidelines for at least 2 weeks if you have
returned from travel overseas, or been in close contact with a known COVID-19
case or someone who has recently travelled to countries that have been heavily
hit by COVID-19 (currently China, South Korea, Iran & Italy) & get tested if you fit
the criteria
? Stay home, self-isolate & follow the guidelines if you develop flu-like symptoms
& get tested if you fit the criteria
? Consult the diagrams below if you think you may have Coronavirus (COVID-19).
Sources: WHO, 2020e & CDC 2020c, Australian Government Department of Health 2020a
? During self-isolation you should stay home & restrict activities outside your
home except for getting medical care
? Avoid public areas including work, school, university, or public spaces
? Avoid public transport, aeroplanes, ride-sharing cars, or taxis
? Separate yourself from other people in your home – you should stay in a
specific room & use a separate bathroom if available. If you have a pet arrange
for someone to care for them while you are sick
? Call ahead before visiting a doctor or medical appointment & tell them that you
have (or may have) COVID-19. This will help the healthcare provider take steps
to prevent other people from getting infected.
? Wash your hands with hot water & soap for at least 20 seconds thoroughly &
often – if soap & water are not readily available use hand sanitiser that contains
at least 60% alcohol thoroughly
? Avoid touching your eyes, nose, & mouth with unwashed hands as much as
possible
? Cover your mouth & nose with a tissue when you cough or sneeze or use the
inside of your elbow – see image below:
Source: Australian Government Department of Health 2020a,c
4
What to do if you get sick (continued)
? Throw used tissues in the rubbish straight away
? Immediately wash your hands with soap & hot water for at least 20 seconds – if
soap & water are not readily available use hand sanitiser that contains at least
60% alcohol
? Wear a facemask only if you are sick & when you are around other people (e.g.
sharing a room or a vehicle, or entering a medical facility)
? Do not share personal household items including dishes, drinking glasses, cups,
eating utensils, towels or bedding with other people or pets in your home
? Wash thoroughly after using any of these personal household items
? Clean & disinfect all high-touch surfaces every day -– this includes tables,
doorknobs, light switches, countertops, desks, phones, keyboards, toilets, &
sinks
? Clean & disinfect areas with bodily fluids that may have blood, mucus, stools or
body fluids on them
? Monitor your symptoms & seek medical attention if your illness is worsening –
for example you have difficulty breathing
? Call you doctor before seeking care & tell them you have or are being evaluated
for COVID-19
? Ask you healthcare provider to alert the relevant Government health department
about your illness
? Stay at home until instructed to leave – patients with confirmed COVID-19
should remain home under isolation procedures until the risk of secondary
transmission to others is believed to be low
? Talk to your healthcare provider regarding any decision to discontinue home
isolation as this should be done on a case by case basis & in consultation with
healthcare providers & relevant Government health departments
? Keep your spirits up and be positive as much as possible
? Follow a clear plan for reintegration into social life once you recover
Sources: CDC 2020 c,d; WHO 2020b,c,e; Australian Government Department of Health 2020a
5
At-risk people
Ø COVID-19 has a greater impact on the health of and mortality rate among at-risk
groups: older people (aged 60+), immunosuppressed people, people with
underlying chronic health conditions (cardiovascular disease, diabetes, respiratory
disease, hypertension, cancer)
Ø People with other health conditions or who have disabilities may also be
significantly affected during the pandemic due to problems in accessing carers,
care, support, various health services, medicines, food & other essential resources
Ø Many of us may be in these at-risk groups ourselves
Ø Or we all know and love people that are in at-risk groups as they are our
grandparents, mothers, fathers, sisters, brothers, wives, husbands, partners, friends,
and colleagues.
Ø So it is our job as a community & society to work together & protect them
Ø There is information, resources & updates available to help support people in atrisk groups
Ø If you are in an at-risk group consider going into self-isolation at home as much as
possible (e.g. home working, avoiding public transport, gatherings & spaces,
practice physical distancing, arrange home deliveries of basic necessities)
Ø If you know someone in an at-risk group encourage them to go into self-isolation
as much as possible (e.g. home working, avoiding public transport, gatherings &
spaces, practice physical distancing, arrange home deliveries of basic necessities)
Ø As always practicing good handwashing is important whether you are in an at-risk
group, or around people in an at-risk group.
Ø Restrict your close physical interaction with at-risk people – practicing physical
distancing (stay a minimum of 1.5 metres away)
Ø Keep in regular contact with your at-risk loved ones through texts, messages,
phone calls & video calls
Ø Support at-risk people by offering to do their shopping or checking up on them
often – while practicing physical distancing
Ø Do not label or stigmatise people in at-risk groups
Ø Read/share information about COVID-19 & good behavioural practices to deal with
it with if you are in or know someone in an at-risk group
Ø There is no currently known increased risk relating to COVID-19 to pregnant
women or babies – see here
Sources: CDC 2020 c,d; WHO 2020a; CRE-DH 2020; Australian Government Department of Health
2020a,d
6
Suggested Citation: Australian Association of Social Marketing. (2020). Coronavirus
Disease 2019 (COVID-19) Pandemic – A Statement from the AASM. Toorak: Australian
Association of Social Marketing.
References:
Australian Association of Social Marketing (AASM). (2020). What is Social Marketing? Toorak: AASM.
Australian Government Department of Health (2020a). Coronavirus (COVID-19) Resources. Canberra:
Australian Government.
Australian Government Department of Health (2020b). Coronavirus (COVID-19) current situation and
case numbers. Canberra: Australian Government.
Australian Government Department of Health (2020c). Coronavirus (COVID -19) Home isolation
guidance when unwell (suspected or confirmed cases). Canberra: Australian Government.
Australian Government Department of Health (2020d). What you need to know about Coronavirus
(COVID-19). Canberra: Australian Government.
Ball, P. (2020). What can Britain learn about containing Covid-19 from countries that got it right? The
Guardian, Thursday 12 th March 2020.
Centers for Disease Control and Prevention (2020a). Coronavirus Diseases 2019 (COVID -19). Steps to
Prevent Illness Atlanta, GA: CDC.
Centers for Disease Control and Prevention (2020b). Coronavirus Diseases 2019 (COVID -19). Preventing
COVID-19 Spread in Communities? Atlanta, GA: CDC.
Centers for Disease Control and Prevention (2020c). Flu Symptoms and Complications. Atlanta, GA:
CDC.
Centers for Disease Control and Prevention (2020d). Coronavirus Diseases 2019 (COVID-19). What to
do if you are sick? Atlanta, GA: CDC.
Centre of Research Excellence in Disability and Health (2020). Peo ple with Disability and COVID-19.
Melbourne: CRE-DH.
French, J., Gordon, R. (2019). Strategic Social Marketing: For Behaviour and Social Change. London:
Sage.
Jones, S., Waters, L., Holland, O., Bevins, J., Iverson, D. (2010). Developing pandemic communication
strategies: Preparation without panic. Journal of Business Research , 63(2): 126-132.
Pueyo, T. (2020). Coronavirus: Why You Must Act Now. Medium, March 10 2020.
Roser, M., Ritchie, H., Otiz-Ospina, E. (2020). Coronavirus Disease (COVID-19) Statistics and Research.
Oxford: Our World in Data, University of Oxford.
Royal College of Obstetricians and Gynaecologists. (2020). COVID-19 Virus & Pregnancy. London:
RCOG
Sheikh, K., Watkins, D., Wu, J., Gröndahl, M. (2020). How bad Will the Coronavirus Outbreak Get? Here
are 6 Key Facts. The New York Times, February 28 th 2020.
World Health Organization (WHO) (2020a). Report of the WHO-China Joint Mission on Coronavirus
Disease 2019 (COVID-19). Geneva: WHO.
World Health Organization (WHO) (2020b). Coronavirus disease (COVID-19) advice for the public.
Geneva: WHO.
World Health Organization (WHO) (2020c). Coronavirus disease (COVID-19) technical guidance:
Infection prevention and control. Geneva: WHO.
World Health Organization (WHO) (2020d). Mental Health and Psychosocial Considerations During
COVID-19 Outbreak. Geneva: WHO.
World Health Organization (WHO) (2020e). Coronavirus disease 2019 (COVID-19) Situation Report – 46.
Geneva: WHO
Leading Behaviour Change and Social Good
You can contact the AASM on:
Email: aasmaus@gmail
Twitter: @AASM_Aus
Website: www.aasm.org.au
LinkedIn: www.linkedin.com › company › australian-association-of-social-marketing
AASM President Ross Gordon: email ross.gordon1@qut.edu.au tel 07 3138 4183
7
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