Chertok_COM306_Report

Murdoch University Dubai

Report on the effectiveness and development of the billboard as a medium for sustainability
communication on campus and beyond.

Roman Chertok ID: 34531039

Specialist Communication COM306

Joseph Nalloor

09.02.2024
Word count: 1132

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Table of Contents
Introduction to Sustainability Initiatives at Murdoch University.............................................3
Objective of the Billboard Advertisement.......................................................................................3
Target Audience: Current Students and the Western Australian Community...............................3
Background Research Summary.............................................................................................3
Visual Communication's Role in Sustainability Campaigns...........................................................3
Case Studies on Successful Sustainability Visual Campaigns.........................................................4
Conclusion......................................................................................................................................4
Artefact Overview....................................................................................................................4
Interactive Element........................................................................................................................4
Artefact Analysis.............................................................................................................................5
Critical Analysis and Discussion.............................................................................................5
Alignment with University Sustainability Goals.............................................................................5
Impact on Target Audience.............................................................................................................5
Conclusion......................................................................................................................................5
Recommendations...................................................................................................................5
References..............................................................................................................................7
Appendices..............................................................................................................................8

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Introduction to Sustainability Initiatives at Murdoch University

Murdoch University is focused on sustainability, integrating it into its operations, culture, and
academics. Through its "Ngala Kwop Biddi" strategy (2023-2030), the university commits to
sustainability, First Nations, and Equity, Diversity, and Inclusion. This initiative is not merely
educational but aims to spur action and cultivate a widespread environmental and social
responsibility culture.

Objective of the Billboard Advertisement

Aligned with its strategic goals, Murdoch University's billboard campaign aims to engage
students and the Western Australian community in sustainability dialogues and actions. The
campaign uses the impactful billboard advertising medium to raise awareness, stimulate thought,
and motivate community-wide sustainable practices. This effort is a call to action, emphasizing
our collective role in securing a sustainable future.

Target Audience: Current Students and the Western Australian Community

Countrywide and on-campus placement of the billboards will target current students and the
Western Australian community, recognizing their critical role in driving sustainable change on
campus and beyond. This focus leverages the unique position of the university community as
both practitioners and advocates of sustainability while spreading information about the
problem's urgency to a broader Western Australian audience, aiming to create a domino effect
that extends the impact of sustainable practices all over Australia.

Background Research Summary

Research highlights the crucial role of higher education institutions (HEIs) in advancing
sustainability. HEIs are uniquely positioned to integrate sustainability throughout their
operations, research, teaching, and community engagement, preparing future leaders for global
sustainability challenges (Leal Filho et al. 2018, 83–105). This integration is essential for
developing a comprehensive sustainability education, equipping students with the necessary
knowledge and skills for a sustainable future. As shown in the Ramísio and colleagues (2019,
300-309) case study, effectiveness was undeniable, with a reduction in paper and ink cartridge
usage by 38% and 50%, respectively, over the course of 3 years.

Visual Communication's Role in Sustainability Campaigns

Visual communication, mainly through mediums like billboard advertisements, is fundamental in

raising awareness and influencing behavior changes toward sustainability among both students
and communities. The ability of visual imagery to evoke emotional responses and convey
complex messages makes it a potent tool for sustainability campaigns. The effectiveness of
billboards as a communication medium for a broad audience was proven in a study by Kim and

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colleagues (2018, 366-376), which showed that billboards have similar rates of utilization among
almost every group of people, regardless of their seniority and occupation.

Case Studies on Successful Sustainability Visual Campaigns

Various case studies demonstrate the success of incorporating visual elements and sustainability-
focused education approaches within educational settings. Campaigns that utilize imagery to
communicate the message have shown a positive impact (Martín-García et al. 2020). While this
case study was not specifically targeting the sustainability theme, the usage of the visuals has
shown a reduction in the number of college dropouts by 10% within one semester, which can be
identified as a good indicator of a visual communication campaign's effectiveness within the
educational context and beyond.

Conclusion

The body of research emphasizes the significance of embedding sustainability within higher
education and the impactful role of visual communication in promoting sustainability for a broad
community. For Murdoch University's billboard campaign, this research supports the need for a
visually engaging and strategically designed campaign to raise awareness and inspire action
among students and the community by creating exposure to the information. As was shown in the
study of Lertpratchya and colleagues (2017, 1060-1075), we can see a strong correlation between
time of exposure to sustainability communication and encouraging society towards sustainable
behaviors. The insights from academic and case studies are instrumental in developing a
billboard campaign that aligns with Murdoch University's sustainability goals and effectively
engages the campus community.

Artefact Overview
The billboard for Murdoch University’s sustainability campaign strikingly incorporates images
of a vibrant nature against scenes of environmental degradation. This visual contrast is designed
to highlight the urgency of embracing sustainability.
Central Message The slogan “Building a Brighter Future, Together” is prominently displayed,
employing bold and straightforward typography to emphasize the theme of sustainability and the
individual’s role in environmental stewardship.

Interactive Element
An interactive QR code in the center of the billboard directs viewers to a dedicated webpage.
This page offers detailed information on Murdoch University's sustainability efforts, upcoming
events, and tips for sustainable living, serving as a direct call to action.
Intended Impact Designed to grab attention and provoke thought, the billboard aims to motivate
Murdoch University's students and the Western Australian community towards sustainable
action. The QR code enhances engagement, providing resources for further involvement.

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Artefact Analysis

This billboard encapsulates Murdoch University's dedication to sustainability, using visual

communication to prompt reflection and action within the Australian community. Showcasing
the direct impact of sustainable versus neglectful practices encourages a shift towards a more
sustainable future while acting as a constant reminder. As well as providing in-depth information
for this transition via QR-code.

Critical Analysis and Discussion

Alignment with University Sustainability Goals

The billboard aligns seamlessly with Murdoch University's "Ngala Kwop Biddi" sustainability
strategy, embodying responsibility, empowerment, and environmental stewardship themes.
Including an interactive QR code demonstrates the university's commitment to innovation and
engagement, offering direct access to sustainability resources and initiatives.

Impact on Target Audience

Targeting students and the broader Western Australian community, the billboard aims to inspire
reflection, provoke discussion, and motivate sustainable actions. The combination of striking
visuals, an actionable message, and interactive technology is designed to transform awareness
into active participation in sustainability efforts on campus and beyond.

Conclusion

The sustainability-themed billboard for Murdoch University represents a thoughtful approach to

raising environmental awareness and fostering a culture of sustainability within the university
and broader Western Australian community. Its design, messaging, and interactive elements
support the university's sustainability objectives, making it a significant tool for encouraging
sustainable practices. The campaign's effectiveness will be measured by its ability to spur
individuals and the collective university community towards a sustainable future, affirming
Murdoch University's leadership in sustainability education.

Recommendations
Based on the development of the artefact and analysis of the case studies, the following strategic
recommendations are proposed to Murdoch University to enhance its communication and
engagement efforts regarding sustainability:

Firstly, broaden Communication Channels. Use of diverse communication channels beyond

billboard advertisements to include social media, email newsletters, and campus-wide events.
This multi-channel approach can increase the reach and impact of sustainability messages. As

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mentioned in the study by Kim and colleagues (2018, 366-376), other communication channels
can be more popular among different groups.

Second, foster Community Participation: Create interactive and participatory opportunities for
the university community to engage with sustainability initiatives, such as sustainability
challenges, workshops, and volunteer opportunities. It will provide actionable examples for
sustainable behavior, as well as an increase in sustainable communication exposure, which will
increase sustainable behavior, as was mentioned in the study of Lertpratchya and colleagues
(2017, 1060-1075)

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References
Huang, Yueh-Min, and Ming-Yuan Hsieh. 2020. “An Interdisciplinary Research on Students’
Employability in Technology Education to Advance Higher Education Enrollment
Sustainability.” Sustainability (Basel, Switzerland) 12 (5): 1806-.
https://doi.org/10.3390/su12051806.

Kim, Amy A., Hessam Sadatsafavi, Lysandra Medal, and Marilyn J. Ostergren. 2018. “Impact of
Communication Sources for Achieving Campus Sustainability.” Resources, Conservation, and
Recycling 139: 366–76. https://doi.org/10.1016/j.resconrec.2018.08.024.

Leal Filho, Walter, Robert W Marans, and John Callewaert. 2018. “Connective Methodologies:
Visual Communication Design and Sustainability in Higher Education.” In Handbook of
Sustainability and Social Science Research, 83–105. Switzerland: Springer International
Publishing AG. https://doi.org/10.1007/978-3-319-67122-2_5.

Lertpratchya, Alisa P, John C Besley, Adam Zwickle, Bruno Takahashi, and Cameron Thomas
Whitley. 2017. “Assessing the Role of College as a Sustainability Communication Channel.”
International Journal of Sustainability in Higher Education 18 (7): 1060–75.
https://doi.org/10.1108/IJSHE-09-2016-0172.

Martín-García, Rodrigo, Carmen López-Martín, and Raquel Arguedas-Sanz. 2020.

“Collaborative Learning Communities for Sustainable Employment through Visual Tools.”
Sustainability (Basel, Switzerland) 12 (6): 2569-. https://doi.org/10.3390/su12062569.

Nanath, Krishnadas, and Shivani Ajit Kumar. 2021. “The Role of Communication Medium in
Increasing E-Waste Recycling Awareness among Higher Educational Institutions.” International
Journal of Sustainability in Higher Education 22 (4): 833–53. https://doi.org/10.1108/IJSHE-10-
2020-0399.

Ramísio, Paulo J., Lígia M Costa Pinto, Nuno Gouveia, Hélder Costa, and Diogo Arezes. 2019.
“Sustainability Strategy in Higher Education Institutions: Lessons Learned from a Nine-Year
Case Study.” Journal of Cleaner Production 222: 300–309.
https://doi.org/10.1016/j.jclepro.2019.02.257.

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Appendices
• Appendix A: