A Campaign to End Child Poverty through Poverty Reduction Legislation in Western Australia:
A Campaign to End Child Poverty through Poverty Reduction Legislation in Western Australia:
Focus Western Australia Parents.
Campaign Plan: Public Relations Strategies
- CMM5180.1
Submitted by:
Tshering Nidup (10489830),
Tshering Samdrup (10583936),
Tshering Wangmo (10638893)
Tashi Deki (10620073)
Executive Summary
Children are the future of Western Australia. The Valuing Children Initiative (VCI) campaign aims to address more than just economic barriers; it also examines the social and cultural factors that affect children's access to opportunities. When a child misses an opportunity to access quality education, it diminishes their future. As highlighted by VCI, "Every child deserves a happy, safe childhood."
Through the End Child Poverty campaign, the goal is to mobilise parents to support laws reducing poverty in Western Australia. The campaign plan aligns with VCI's objectives of transforming lives, promoting economic prosperity, and achieving global recognition. It also adheres to the national principles of child-safe organisations.
Parents are identified as key stakeholders, bringing the strength of lived experiences with child poverty and the ability to share personal stories. However, this focus presents potential challenges, as parents as primary stakeholders may introduce biases based on family cultures and beliefs, with each parent advocating for support that favours their children. Nevertheless, this challenge presents an opportunity for Western Australian policymakers to develop diverse frameworks that incorporate both social and cultural perspectives.
The campaign utilises various platforms, including media outreach, social media, and community engagement, to raise public awareness and advocate for legislative action. Key strategies include targeted social media campaigns, online petitions, community gatherings, and direct engagement with legislators. Success will be measured through stakeholder participation, media coverage, petition signatures, policy progress, and sustained reductions in child poverty rates.
The strategy emphasises the importance of engaging parents as advocates, developing compelling narratives, and shaping public discourse to build momentum for legislative change. By positioning parents as both moral authorities and engaged community members while maintaining a diverse network of secondary stakeholders, the campaign builds a strong, community-based movement capable of influencing child poverty legislation in Western Australia.
Background and Problem Definition
Child poverty in Western Australia continues to be a significant issue, impacting the emotional, physical, and social well-being of children (BCEC, 2024). The Bank West Curtin Economic Centres Child Poverty in Australia 2024 report identifies the primary issue as the absence of comprehensive legislation specifically addressing child poverty (BCEC, 2024). Although existing welfare programs and general poverty policies aim to alleviate poverty, there is no dedicated framework or accountability mechanism to effectively combat child poverty in Western Australia.
Several factors contribute to the increasing prevalence of child poverty, including housing shortages, economic inequality, unemployment, and inadequate social welfare policies. Currently, around 71,000 children in Western Australia live in poverty, with this number showing a worrying upward trend (BCEC, 2024). These children often come from single-parent households, reside in remote or rural areas, and belong to indigenous backgrounds (Gorfinkel & Muscat, 2022). The lack of affordable housing and rising living costs further exacerbate the situation, making it difficult for families to meet basic needs.
Fincher and Saunders (2020) emphasise that the lack of a coherent legislative framework is a significant factor contributing to the rise in child poverty. Inconsistent approaches and systemic barriers impede the achievement of long-term economic and social cohesion for all children. While economic factors are crucial, social and cultural factors also play a role in child poverty. For instance, some indigenous cultures hold traditional beliefs that may limit girls access to education, thereby restricting their knowledge and opportunities (Gorfinkel & Muscat, 2022). Additionally, social stigma and discrimination can further marginalise these communities, limiting their access to essential services and support.
The absence of targeted legislation to address child poverty can lead to several negative outcomes. Children growing up in poverty are more likely to experience poor health, limited educational attainment, and reduced employment prospects. This can perpetuate a cycle of intergenerational poverty, placing a strain on public resources. Additionally, increasing child poverty can contribute to social tension, inequality, and unrest, particularly within marginalised and indigenous communities.
By failing to implement corrective legislative measures, Western Australia undermines its commitment to the United Nations Convention on the Rights of the Child (UN-CRC), which mandates that all countries protect childrens standards of living. To address the complex challenges of child poverty, Western Australia must enact child-focused poverty reduction legislation that includes specific and achievable targets, regular monitoring, and transparency mechanisms (Fincher & Saunders, 2020). Such legislation is crucial for addressing the root causes of poverty and ensuring equitable outcomes for all children (Gorfinkel & Muscat, 2022). Furthermore, collaboration between government, non-profit organisations, and community groups is essential to create a comprehensive support system for affected families.
Goal Statement
The primary goal of this campaign is to advocate for the introduction of comprehensive, culturally specific legislation in Western Australia that addresses child poverty, mandates accountability, and establishes measurable targets for poverty reduction. By focusing on legislative change, the campaign aims to ensure that child poverty is regularly monitored and that policymakers are held accountable for their actions and resource allocation towards long-term solutions. Parents, as key stakeholders, will play a pivotal role in advocating for these legislative frameworks, ensuring that the voices of those directly affected by child poverty are heard and considered in policy-making processes.
SMART Objectives
Objective 1: Engage with at least 30 parent advocacy groups in both rural and urban areas within three months
By targeting parent advocacy groups in diverse areas, the campaign can connect with a wide range of communities impacted by child poverty. Engaging these groups will provide valuable insights into parents experiences and concerns, strengthen grassroots support, and enhance communication with policymakers. Aiming to engage 30 advocacy groups within three months is a realistic and attainable goal that will help build a strong support base for the campaign.
Objective 2:Launch a national social media campaign with a potential reach of 200,000 within the first three months post-launch.
Social media platforms such as Facebook, Twitter, and Instagram are powerful tools for reaching a broad audience and raising awareness about child poverty. By setting a measurable target of 200,000 potential reach within three months, the campaign can monitor its progress and adjust strategies as needed. This objective aligns with the goal of increasing public awareness and generating support for legislative change.
Objective 3:Organise 30 public forums with parents as key stakeholders, involving policymakers and government officials, by the end of the first six months of the campaign.Public forums offer a platform for direct dialogue between parents, policymakers, and other stakeholders, fostering understanding and building consensus. By aiming to organise 30 forums within six months, the campaign can ensure widespread engagement and reach a diverse range of communities. This objective supports the goal of influencing policymakers and generating public support for legislative change.
Objective 4:Propose a bill on child poverty legislation within the first year of the campaign. Introducing a bill on child poverty legislation is a clear and ambitious goal that aligns with the overall campaign objective. While it may require significant effort and coordination, it is achievable with strategic planning, strong advocacy, and broad-based support. This objective serves as a tangible measure of success for the campaign.
Objective 5:Gain public endorsements from at least 100 key influencers on child welfare within the first 12 months of the campaign.Securing endorsements from key influencers can significantly enhance the campaigns credibility and visibility. By setting a target of 100 endorsements within 12 months, the campaign can measure its success in mobilising support from influential individuals and organisations. This objective aligns with the goal of increasing public awareness and generating support for legislative change.
Key Stakeholders
In this campaign plan, parents are identified as the primary stakeholders due to their direct connection to children affected by poverty and their significant social and political influence. Parents have unique strengths as key stakeholders, being the first to engage with childrens social environments and having considerable power to shape public discourse and influence policy changes regarding childrens welfare.
Single-parent households and low-income families, particularly affected by resource limitations in child-rearing, become natural advocates for change. Reich (2020) identifies parents currently raising children in poverty as the primary beneficiaries of potential legislative action. However, this stakeholder focus presents potential drawbacks, as advocacy might be influenced by personal social beliefs and cultural preferences.
Parents will serve as the campaigns primary advocates, organising community efforts and engaging with policymakers on legislative changes. Their lived experiences offer a powerful voice in public forums and community engagement. Established parent advocacy programs such as The Australia Council of Social Services (ACOSS), Single Parent Families Australia, and the National Parenting Research Centre can be leveraged for support.
In democratic jurisdictions like Western Australia, parents significantly influence local and state policymakers. Haworth et al. (2022) note that advocacy programs originating from educational professionals and child welfare organisations can effectively incorporate parents as grassroots stakeholders, leading to increased political influence and public support. A successful example is the July 2024 Child Safety Campaign by the Working with Children advocacy group, where centring children and parents as key stakeholders generated substantial public attention and support.
The campaigns effectiveness is enhanced when stakeholders share personal stories and demonstrate strong community support, as policymakers typically respond more efficiently to such approaches (Okeke et al., 2023). Bennett et al. (2020) observes that elected officials, especially those in marginal seats, are often motivated to support measures appealing to broad voting bases like parents. In Western Australia, with its numerous economically challenged areas, organised parent organisations can exert significant influence on legislators.
To ensure comprehensive representation, the campaign must remain culturally aware of Western Australias diverse communities. Secondary stakeholders, including government officials, policymakers, educational professionals, corporate sponsors, child welfare organisations, media outlets, and healthcare providers, will play crucial roles in supporting the campaign and advocating for legislative change. By engaging with these stakeholders, the campaign can broaden its reach, build coalitions, and increase its influence on policymakers. These stakeholders complement the parent-focused approach, creating a robust network of support for legislative change.
The End Child Poverty campaigns strategy to reduce child poverty through legislation centres on the power of parents as both moral authorities and engaged community members. By positioning parents as primary stakeholders while maintaining a diverse network of secondary stakeholders, the campaign builds a strong, community-based movement capable of influencing legislation in Western Australia.
This stakeholder strategy recognises the complex nature of child poverty and the need for a manifold approach to advocacy. While parents remain at the forefront, the inclusion of various secondary stakeholders ensures a comprehensive and effective campaign that addresses the issue from multiple angles, increasing the likelihood of successful legislative change.
Campaign Messages
Primary Message
Legislation is the key to Sustainable Poverty Reduction. #EndChildPoverty
This concise primary message highlights the campaigns main goal of legislative change as the solution to child poverty in Western Australia. The hashtag aids in social media tracking and community engagement.
Secondary Messages
1. "Parents, You have the power to #EndChildPoverty"
2. "Your voice, their future. Speak up for children in poverty. #ParentsForChange"
3. "Every parent's dream: A poverty-free future for all children. #ActNow"
Focus Message for Parent Stakeholders
"As parents, we understand that every child deserves equal opportunities, yet many in Western Australia live in poverty. This crisis impacts childrens quality of life and limits their potential. Together, we can demand legislation that holds policymakers accountable for monitoring, measuring, and reporting on child poverty eradication strategies.
Join us in advocating for our childrens future. Lets create a Western Australia where no child grows up without equal opportunities. Now is the time to share our concerns, voice our grievances, and act. Every child deserves a better tomorrow.
#EndChildPoverty #EveryChildMatters #TogetherWeStandUnited"
Additional Parent-Focused Messages
1. "Parents united for change: Our children's future can't wait. Support child poverty legislation now. #ParentsAgainstPoverty"
2. "From playground to parliament: Parents pushing for poverty-free childhoods. Share your story. #ParentVoices"
3. "When parents speak, legislators listen. Join our campaign for child poverty legislation. #ParentPower"
These messages aim to highlight the unique role and influence of parents as advocates, foster a sense of urgency and collective responsibility, encourage active participation in the campaign, and build a community of engaged parents advocating for change. By appealing to parents' emotional connection to their children and their desire to create a better future for all children in Western Australia, each message supports the campaign's core themes and inspires action.
Campaign Strategy, Tactics and Implementation
Campaign Strategy: The campaign aims to eliminate child poverty in Western Australia within a year through specific legislative measures. With a budget of $235,000, funds will be directed towards social campaigns, public forums, and community engagements. Our 12-month communications strategy is designed to support this goal, focusing on four main areas: social media engagement, community advocacy, direct interactions, and traditional media outreach. These efforts will target parents, policymakers, and the public to raise awareness and drive action towards ending child poverty in the region.
Tactics and Implementation
Social Media Engagement: The social media campaign will leverage platforms like Facebook, Twitter (X), and Instagram, with content tailored to each platforms strengths. This approach is grounded in the Elaboration Likelihood Model (ELM) by Petty and Brinol (2011), which outlines two routes of persuasion: the central route, which engages the public with factual messages, and the peripheral route, which uses emotional and visual cues to trigger responses. Nguyen (2021) states that the use of visuals and storytelling leads to emotional appeals that effectively drive action and engagement. Our social media strategy will combine statistical information with compelling visuals, such as images of affected children, to foster both emotional connection and factual understanding. For example, posting an image of a 7-year-old child in old clothes looking out of a window can symbolise poverty but also hope for a better future. Captions will include statistics about child poverty in Western Australia to further inform and engage the audience.
The campaign will maintain a consistent presence with 3-5 weekly posts on Facebook and Instagram, while Twitter will see more frequent engagement with three daily posts. Social influencers like Lucy Hawkins, a renowned child welfare advocate, and Alissa Brown, a popular lifestyle blogger known for her community engagement, will be engaged to amplify our message. This strategy aims to raise public awareness and influence policymakers, contributing to the eradication of child poverty in Western Australia.
Community-Based Advocacy: Community-based advocacy forms the second pillar of our strategy, drawing on Community-Based Social Marketing theory (Biroscak et al., 2015). This approach recognises that people are more empowered when involved in advocacy programs supported by their local community. We will partner with local and international parent advocacy groups to organise webinars and workshops, developing advocacy toolkits that include email templates, media posts, and talking points for parents to engage with local political representatives. These toolkits will enable actions such as Email your MP: Demand for Child Poverty action campaigns and online petitions.
Face-to-Face Engagement: Face-to-face engagement represents our third tactical approach. Following Laverack and Manoncourts (2016) findings on the importance of community mobilisation, we will organise 30 community meetings or town halls over the campaign period. These forums will facilitate direct interactions between parents and policymakers, allowing for experience sharing, question-and-answer sessions, and trust-building within the community. This personal approach helps parents feel more connected to the cause and empowered to vocalise their support for child poverty legislation.
Traditional Media Outreach: Traditional media outreach completes our tactical approach. As Stewart and Alexander (2016) note, radio, newspaper, and television remain influential, especially among older generations and policymakers. We will issue regular press releases, secure interviews with campaign spokespersons, and target trusted outlets to build credibility and increase political pressure.
Timeline and Metrics
The campaign timeline is divided into four phases:
Foundation Phase (Months 1-3):Targeting 200,000 social media impressions and securing partnerships with 30 advocacy groups.
Expansion Phase (Months 4-6):Organising 15 public forums and increasing social media engagement by 50%.
Intensification Phase (Months 7-9):Completing the remaining forums, launching an online petition targeting 50,000 signatures, and organising a National Day of Action.
Legislative Push (Months 10-12):Securing meetings with 20 policymakers and hosting a national conference.
Detailed Timeline below:
Timeline Objectives Key Actions Outcomes
CAMPAIGN TIMELINE 1ST OCTOBER 2024 TO 30 SEPTEMBER, 2025
Month 1-3: Foundation and Initial Outreach Build public awarenessand engage key stakeholders. 1. Launch a National Social Media Campaign (Week 1- 4): Utilise platforms with compelling content and hashtags.
On boarding of Social media influencers: Lucy Hawkins and Alissa Brown Reach 200,000 impressions in the first month.
2. Engage Parent Advocacy Groups (Week 5-12): Collaborate with national and regional groups.
Such as Parent for Climate, Ngala, Anglicare WA, Communicate Secure collaboration with 30 advocacy groups.
3. Develop and Distribute Campaign Materials (Ongoing week 1-12): Create brochures, posters, and online resources. Distribute materials to 100 advocacy/community groups.
4. Initiate Media Outreach (Week 5-12): Send press releases and pitch to key journalists. Secure coverage in 10 national/local media outlets.
5.First Quarter Evaluation (Week 13)
-Review budget spending ($58, 750- 25% of total budget $235, 000)
-Assess progress against objectives
-Evaluate social media campaign effectiveness Produce quarterly report and adjust strategy if needed.
Month 4-6: Public Forums and Stakeholder Expansion Mobilise public participation and expand stakeholder engagement. 1. Organise 15 Public Forums (Week 14-24): Host events in diverse regions, including rural areas. Host 15 forums with 500 attendees per event.
2. Intensify Social Media Engagement (Ongoing Weeks 14-26): Increase content frequency and engagement activities. Achieve 50% increase in social media engagement.
3. Outreach to Secondary Stakeholders (Week 20-26): Begin outreach to corporations, nonprofits, educational professionals, media outlets and corporate sponsors Secure partnerships with 10 secondary stakeholders.
4.Second Quarter Evaluation (Week 26)
-Review budget spending ($117, 500 50% of total budget $235, 000)
-Assess effectiveness of public forums
-Evaluate stakeholder engagement progress Produce mid-campaign report and strategy refinement
Month 7-9: Advocacy Intensification and National Action Finalise forums, secure influential support, and build public pressure. 1. Conduct Remaining 15 Public Forums (Week 27-32): Finalise forums and gather insights from underrepresented communities. Complete 30 forums, generating 200 written submissions.
2. Launch Online Petition (Week 33): Distribute petition outlining legislative demands. Collect 50,000 signatures within the first month.
3. Secure Endorsements from Influential Figures (Week 33-38): Obtain public support from high-profile individuals. Secure endorsements from 10 influential figures.
4. Organise National Day of Action (Week 39): Coordinate rallies and virtual events nationwide. Mobilise 100,000 participants across the country.
5.Third Quarter Evaluation (Week 39)
-Review budget spending ($176, 250 75% of total budget $235, 000)
-Assess petition impact and endorsement effectiveness
-Begin preparing for final legislative push Produce third quarter report and finalise strategy for legislative phase.
Month 10-12: Legislative Advocacy and Final Push Elevate the campaign to the political stage and finalise media outreach. 1. Intensify Lobbying with Policymakers (Week 40-44): Organise lobbying meetings and submit position papers. Secure meetings with 20 policymakers.
2. Host National Conference on Child Poverty (Week 45): Convene experts and advocates to discuss legislative solutions. Attract 500 attendees and generate national media coverage.
3. Final Push for Media Coverage (week 46-50): Provide updates and human-interest stories to the media. Achieve coverage in 10-15 national and prominent local outlets.
4. Evaluate Campaign Success (Week 51-52):
-Review total budget spending ($235, 000-100%)
-Assess overall campaign impact and outcomes
-Evaluate media reach, engagement, and policy commitments Publish comprehensive final repot with metrics and future roadmap.
Risk Mitigation and Ethical Considerations
We have identified potential risks and developed mitigation strategies:
Stigmatisation Risk:Employ strength-based messaging that emphasises community cohesion and structural solutions over personal responsibility (Irion, 2018).
Political Opposition:Mitigate through broad consensus-building and transparent, fact-based communication.
Campaign Fatigue:Combat by regularly refreshing content and utilising multimedia approaches.
Expected Outcomes and Effectiveness
The strategys effectiveness is supported by its theoretical grounding and diverse tactical approach. By utilising both central and peripheral routes of persuasion (Petty & Brinol, 2011) and following community-based social marketing principles (Biroscak et al., 2015), we ensure comprehensive audience engagement and community empowerment. The combination of social media, community engagement, face-to-face interactions, and traditional media provides multiple touchpoints for our message.
Measurement and Evaluation
Success will be measured through various metrics, including social media engagement, petition signature counts, media coverage analysis, policymaker meeting outcomes, and community forum attendance. By implementing this comprehensive, theory-backed strategy employing diverse tactics, we are well-positioned to achieve our campaign objectives and create meaningful change for children in Western Australia.
Ethical Considerations and Risk Assessment
The campaign aims to adhere to strict ethical guidelines, ensuring participants confidentiality and autonomy. The committee will verify and accurately share information, avoiding the exploitation and sensationalism of childrens stories. Transparency about methods and goals will be maintained to uphold integrity among stakeholders, policymakers, and the media.
There is a potential risk of stigmatisation for parents sharing personal stories, which could reduce trust and involvement within the communities the campaign seeks to support. To mitigate this, the campaign should employ a strength-based messaging strategy that emphasises community cohesion, resilience, and structural causes of poverty over personal responsibility (Irion, 2018). Additionally, to prevent stigmatisation, campaign materials should highlight structural solutions and collective accountability while using inclusive language.
Political backlash or opposition to proposed legislation is another risk, as some legislators or interest groups may resist changes for political, economic, or ideological reasons. A fragmented media landscape could also spread misinformation or misinterpret campaign messages, weakening public support. To address this, the campaign should prioritise transparent communication, ensuring all messaging is factual, clear, and well-researched. Building broader consensus can be achieved by involving diverse political stakeholders early on, holding private consultations, and gathering input from various sectors. To maintain momentum, the campaign must be prepared for potential fatigue or disengagement by regularly updating content, utilising multimedia platforms, and launching new calls to action.
Tools to implement the communication strategy
To ensure the seamless delivery of campaign objectives and tactics, various tools will be developed and utilised.
ASocial Media Content Calendarlike Google Calendar will be used to schedule and manage social media posts across platforms such as Facebook, Twitter, and Instagram. This calendar will also facilitate online meetings with stakeholders, allowing for easy event planning and session organisation due to the widespread use of Google accounts.
Adobe Designerwill be employed to create engaging social media graphics and visuals. Campaign designers will be trained in Adobe skills to produce appealing content, and this tool will also be used to develop downloadable resource packages that provide parents with essential information on child poverty legislation.
Monitoring and Evaluation Toolswill track the effectiveness of the campaign, including monitoring event attendance and media coverage across social media and traditional channels. Hootsuite will be the primary application for analysing social media performance, providing insights into engagement on platforms like Facebook and Instagram, helping to identify effective actions and areas needing improvement.
To maintain momentum and prevent campaign fatigue, the campaign will regularly update its content and utilise variousMultimedia Platforms. This includes launching fresh calls to action and ensuring that all messaging is factual, clear, and well-researched. By integrating these tools, the campaign will be able to deliver its message effectively, engage with the community, and adapt to feedback and changing circumstances.
Evaluation of the Communication Strategy
Evaluation of the communication strategy will be multifaceted, focusing on both quantitative and qualitative metrics. On social media platforms like Instagram, Facebook, and X, success will be measured by the number of shares, likes, comments, and overall engagement rates. Higher engagement levels will indicate that the campaign messages are resonating with the audience, particularly parents. Qualitative metrics will include tracking legislative developments related to child poverty reduction bills in the Western Australian parliament. This will involve regular monitoring of parliamentary proceedings and government announcements on child poverty legislation.
Additional evaluation metrics will include the number of local and state government engagements discussing child poverty legislation, media coverage on child poverty issues, and measurable increases in public awareness. Long-term success will be assessed by a reduction in child poverty rates and sustained public awareness. Each metric will have specific targets attached to the tracking tools to ensure precise measurement. These measures will collectively ensure that the campaign is effectively driving legislative actions and garnering public support to reduce child poverty in Western Australia. By setting clear targets and regularly monitoring these metrics, the campaign can adapt and refine its strategies to maximise impact.
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