When launching an advertising campaign with multi-cultural audiences, some advertisers, tend to forget the fact that they are dealing with more than one culture; especially when dealing with sensitive issue such as racism against international students where every culture experience and deal with this matter differently. This is a problem because a successful campaign for a group of target audiences can simply be offensive or irrelevant to the others. This will result in the failure to deliver key message to the target audience as well as damaging brand image. Understanding target audience by recognizing different culture and their unique communication system can be the solution to this problem. By doing so, advertisers increase their chances of producing a successful campaign that communicate the message across efficiently to target audiences from different cultural backgrounds.
The Australian landscape has long been subject to extreme weather conditions. The harsh climate of the outback along with dense vegetation and remote rural regions create the ideal setting for bushfires and other such emergencies. One method of minimising the impact of bushfires is the Memorandum of Understanding (MoU) between Australian Broadcasting Corporation (ABC) Radio and the Victorian Emergency Services. Signed in 2003, the MoU is a statutory agreement that appoints ABC Local Radio in Victoria the official emergency broadcaster. The period between 2003 and 2008 has been a time of immense change through the development of policies and procedures to apply the Memorandum of Understanding within ABC Radio Victoria. This project will seek to answer the question; how effective is the MoU as an emergency broadcasting model, and has ABC Local Radio fulfilled its requirements as prescribed in the MoU. The research will also focus on the effectiveness and appropriateness of the MoU in strengthening community vulnerability towards the adverse effects of bushfires.
[This research is available as a PDF below]