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Case Study: DUSA Contract Cheating
Communications Strategy
• Situation Analysis
• Target Audience
• Key messages
• Goals
• Objectives
• Tactics (budget/resou...
Situation Analysis
Contract Cheating is defined as when work is produced by an external
agent or third party (with payment...
Situation Analysis
Background &
Research
• Advocacy identified increasing
occurrences of Contract Cheating
at Deakin since...
Target Audience
Domestic
Deakin
Students
International
Deakin
Students
Current
DUSA
Members
Academic
& Admin
Staff
Key messages
Domestic
Deakin
Students
It is against Deakin University academic rules to engage in Contract
Cheating. Stude...
Goals (Purpose)
Raise awareness of
Contract Cheating & the
consequences engaging
in cheating at Deakin
University. (Reputa...
Objectives
To improve recall amongst
Students & DUSA members
of what Contract Cheating is
by December 2016 (with at
least ...
Objectives
Increase the awareness of
consequences students will
face if caught contract
cheating Deakin University
through...
Tactics – Key Components
Print Information
Social
Media
Campus
Events
2
Digital
Tactics – Print & Information
Tactics – Print
Tactics – Multilingual
Tactics – Digital (Deakin)
Deakin Sync Tiles Deakin Lockscreens (not achieved)
Tactics – Digital (Email)
DUSA Email Newsletters
Tactics – Digital (Blogs)
DUSA Email NewslettersUP: DUSA LH: Network
DOWN: Deakin Life
Tactics – Digital (Website)
dusa.org.au/contractcheating
Tactics – Social (Facebook)
Included organic posts, paid advertising,
live streaming, articles and links to website.
faceb...
Tactics – Social (Facebook)
Tactics – Social (Facebook)
Tactics – Social (Instagram)
@yourdusa
Tactics – Social (Twitter)
Tactics – Campus events (T-Shirts)
Tactics – Campus events (branding)
Tactics – Campus events (Waurn Ponds)
Tactics – Campus events (Waurn Ponds)
Tactics – Campus events (Waurn Ponds)
Tactics – Campus events (Burwood)
Tactics – Campus events (Burwood)
Tactics – Campus events (Burwood)
Evaluation
• Review surveys – Deakin Staff & DUSA
• Review on materials
• Identified better communication to Deakin requir...
Quote
“In early September, there was an event held on campus about academic
cheating. I was actually passing by during tha...
Questions/Comments?
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  1. 1. Case Study: DUSA Contract Cheating
  2. 2. Communications Strategy • Situation Analysis • Target Audience • Key messages • Goals • Objectives • Tactics (budget/resourcing) • Evaluation
  3. 3. Situation Analysis Contract Cheating is defined as when work is produced by an external agent or third party (with payment) and submitted under the pretences of being a student’s original piece of work.
  4. 4. Situation Analysis Background & Research • Advocacy identified increasing occurrences of Contract Cheating at Deakin since 2015 • 13 students excluded from Deakin for Contract Cheating - May 17th • “35% of undergraduate cohort believe CC was ethical” • “Struggling students do not understand that receiving help from these sites is a breach of AI” • “Male students cheat more than female students” • 22% indicated they had previously purchased assignment” • Sharing group assignments or between friendship groups • Post-graduate or first/second year • International students appear to be caught more frequently • Students mainly but not limited to Chinese, Saudi Arabian, Indian & Sri Lankan • 301 cases of misconduct including academic, plagiarism and collusion (DUSA supported) • Family pressure plays large role – long hours, poorly paid jobs with returning money to family
  5. 5. Target Audience Domestic Deakin Students International Deakin Students Current DUSA Members Academic & Admin Staff
  6. 6. Key messages Domestic Deakin Students It is against Deakin University academic rules to engage in Contract Cheating. Students must understand the principles and ethos of academic integrity and be aware that there will serious consequences when caught cheating. #knowitscheating DUSA and Deakin provide a wide range of support services for students for issues like financial, legal, personal and academic. Support is always available.
  7. 7. Goals (Purpose) Raise awareness of Contract Cheating & the consequences engaging in cheating at Deakin University. (Reputation & Relationship) Promote the easily accessible help services for students available through Deakin. (Task) Increase understanding of the types of companies that offer fake academic services & support to students. (Reputation)
  8. 8. Objectives To improve recall amongst Students & DUSA members of what Contract Cheating is by December 2016 (with at least 250 members). Deliver a series of information based materials that identify and offer alternative academic help services for Deakin students by Week 7/8 – Trimester 2, 2016.
  9. 9. Objectives Increase the awareness of consequences students will face if caught contract cheating Deakin University through awareness campaign by Week 7/8 – Trimester 2, 2016. Increase understanding surrounding the types of reasons why students may contract cheat at University by December 2016 (250 members).
  10. 10. Tactics – Key Components Print Information Social Media Campus Events 2 Digital
  11. 11. Tactics – Print & Information
  12. 12. Tactics – Print
  13. 13. Tactics – Multilingual
  14. 14. Tactics – Digital (Deakin) Deakin Sync Tiles Deakin Lockscreens (not achieved)
  15. 15. Tactics – Digital (Email) DUSA Email Newsletters
  16. 16. Tactics – Digital (Blogs) DUSA Email NewslettersUP: DUSA LH: Network DOWN: Deakin Life
  17. 17. Tactics – Digital (Website) dusa.org.au/contractcheating
  18. 18. Tactics – Social (Facebook) Included organic posts, paid advertising, live streaming, articles and links to website. facebook.com/yourdusa
  19. 19. Tactics – Social (Facebook)
  20. 20. Tactics – Social (Facebook)
  21. 21. Tactics – Social (Instagram) @yourdusa
  22. 22. Tactics – Social (Twitter)
  23. 23. Tactics – Campus events (T-Shirts)
  24. 24. Tactics – Campus events (branding)
  25. 25. Tactics – Campus events (Waurn Ponds)
  26. 26. Tactics – Campus events (Waurn Ponds)
  27. 27. Tactics – Campus events (Waurn Ponds)
  28. 28. Tactics – Campus events (Burwood)
  29. 29. Tactics – Campus events (Burwood)
  30. 30. Tactics – Campus events (Burwood)
  31. 31. Evaluation • Review surveys – Deakin Staff & DUSA • Review on materials • Identified better communication to Deakin required • Contract Cheating companies putting their posters next to our posters.
  32. 32. Quote “In early September, there was an event held on campus about academic cheating. I was actually passing by during that time, and start panic about what I have done to my previous assignment. At that time, I realized how bad the feeling is and I knew I would not do this again. So I admit it to the lecture in our last email conversation”
  33. 33. Questions/Comments?

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