A local charity compares two online campaigns about sleep and mental health. Campaign X uses statistics and a link to a detailed report. Campaign Y shows a ...
Question 1 Report
A local charity compares two online campaigns about sleep and mental health. Campaign X uses statistics and a link to a detailed report. Campaign Y shows a short video of a student describing how lack of sleep affected their behaviour. More people share Campaign Y.
(a) Describe one reason why the personal video may be shared more often. [2]
(b) Evaluate whether the number of shares is a valid measure of the campaign's effectiveness. [2]
Answer Details
(a) The story may create empathy or emotional involvement [1]; viewers may find a personal example easier to remember or relate to than statistics [1]. (b) Shares show that the message reached or interested people [1]; however, shares do not show that viewers understood it or changed sleep-related behaviour [1].
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