Abstract: The research problem examined in this honours project considers Generation Y’s perceived lack of knowledge with regard to a key social advocacy issue. It is often suggested members of Generation Y do not engage with social advocacy issues, yet it can be argues this perceived indifference is a response to a lack of relevantly disseminated information. In a reflection of Generation Y’s extensive use of digital media, this project will see the development of a digital advertising campaign that informs this social grouping about a key social advocacy issue. The intention of this campaign is to educate young Australians about the value of social advocacy engagement. The honours project will be presented in the form of a ‘pitch’ document that would then be presented to a relevant ‘real world’ social advocacy client.
Author: Sarah Bartfeld
Supervisor: Richie Barker