AMG5367 Advocating change through strategic campaigns

In this unit, you will explore how persuasive storytelling tools and techniques can be used to engage targeted audiences and stakeholders, assessing both their effectiveness and the ethical issues they may raise. Communication campaigns and advocacy are examined as key modes of strategic communication, highlighting their significance across public, private and non‑government sectors. You will analyse a wide array of local and global initiatives, using case studies, best‑practice examples and scholarly research to evaluate how campaigns operate in different contexts. Particular emphasis is placed on understanding the varied intentions that drive campaigns—from achieving specific communication outcomes to advancing broader political or social change.