McCusker Centre For Action On Alcohol And Youth Project Assessment Answer

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Question :

What to do: Read the following real-world scenario and answer questions five to to nine. Read all of the questions before you begin writing.

Scenario: Having completed your Master of Public Health, you secure your first job at the McCusker Centre for Action on Alcohol and Youth. Not long after starting in your new role, evidence from your organisation has come to light that supports the removal of alcohol advertising appearing on television during live Australian sporting events. You have not had experience working on this issue and are unaware of what strategies have been carried out in the past in Australia and internationally. You have been assigned to work on this issue along with two other colleagues and you are also working on other projects as are they. The cultural and professional backgrounds as well as the skillset you and your colleagues have is diverse. The budget you have for work in this area is small.

5. What initial steps might you undertake to embark on this project? Consider that you are working as part of a team? (word estimate: 300 words)

6. Given the diversity within your team, how might this impact team dynamics and work outcomes? (word estimate: 300 words)

7. Your supervisor asks you to provide a plan of action for taking this issue forward. You do not need to come up with an advocacy strategy, rather, you are asked to identify the key elements of an action plan taking into consideration the topic area. (word estimate: 350 words)

8. One of the recommendations from the evidence is to ‘phase out alcohol sponsorship of sport that exposes young people to alcohol promotion’. Outline and briefly explain three individual strategies that you could implement in taking the issue forward that are feasible given the scenario outlined. Provide the reasoning for your choice of strategy. (word estimate: 350-400 words)

9. What challenges do you envisage coming up against based on the information in the above scenario?

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Answer :

Questions and answers

5. What initial steps might you undertake to embark on this project? Consider that you are working as part of a team? 

The initial step that needs to be undertaken as part of any project is to prepare the objectives of the project and to communicate the same among the team members. Based on the objectives and goals of the project there would be need for formulating the project charter that should outline all the specific objectives as well as the tasks and responsibility of each team member in the project (Lock, 2017). Considering that the project aims to formulate strategies to remove alcohol related advertisements on televisions during sport events in Australia, there would be need for conducting a research upon the different advertisement that are visible during the sports events. Responsibilities for the research and to device specific approach towards the removal of the advertisement needs to be discussed in the initial phase of the project (Stretton, 2018). In the first phase the focus shall be on the design and mobilization of the people involved towards addressing the main issue. The overall estimation of the budget required in the successful completion of the project as well as the risks involved in the project also needs to be identified and underlined as well as communicated among the people involved in the project. The estimation of the budget involved is very important to be decided in the initial phase of the project. This is also because the budget of the project is very limited and it would not be effective for going over budget in the project. Risk assessment needs to address all the internal and external risks involved in the project so that the adverse impact of any risk can be avoided or minimised (Cagliano, Grimaldi & Rafele, 2015).  In the initial phase all such details need to be drafted in a project charter that should be communicated among all the team members.

6. Given the diversity within your team, how might this impact team dynamics and work outcomes?

Team diversity can be a boon as well as be a challenge for any project. Having a diverse team usually can be perceived as Cohesion of different cultural values as well as diverse ideas that can contribute to the overall project success. Having a diverse team increases the propensity of the success of the work outcomes considering that there is effective communication process involved. Most of the organisations these days are attempting towards diverse teams as it is believed that having people belonging to different cultural and demographic background can facilitate better innovation to increase chances of Idea sharing and creativity (Roberson, 2019). However it must also be noted that if a diverse team is not handled effectively or if there are issues among the members in a diverse team then it could have an adverse impact upon the work outcomes. Lack of communication among the members of a diverse team or lack of Cohesion of values are respect for intercultural beliefs and values can have adverse impact on the team dynamics and can also leads to project failure due to in effectiveness in Information sharing (Barak, 2016). 

The most significant risk to be noted here is the language barrier and lack of understanding of Differential culture. This can also increase the risks of intergroup conflict are conflict among the team and the leaders that can also have negative impact on the project outcome.  Conflicts cannot be avoided in a teamwork however conflict due to lack of understanding of each other's ideas or language can lead to gap in Information sharing that can ultimately affect the project deliverables to be communicated (Barak, 2016). Hence it cannot be denied that although a diverse team can be an asset for any project yet management of a diverse team can be very crucial and complex process that requires effective cross cultural management techniques.

7. Your supervisor asks you to provide a plan of action for taking this issue forward. You do not need to come up with an advocacy strategy, rather, you are asked to identify the key elements of an action plan taking into consideration the topic area

Considering the issue that had been found to be necessary to be addressed it would be a plausible to identify and list all the alcohol related commercial appearing during sports events in Australia. It would also be necessary to identify if they are only advertisements are also sponsors for the events so that the appropriate approach towards the issue can be determined. The Action Plan would required to be beginning from making a project charter considering all the important deliverables and Project objective as well as the roles and responsibilities of the team members involved (Handke et al. 2019).

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In the first stage there would be need for organising all the necessary details and to design a project so that the advertisement sponsors can be reached with the cause of the issue.For addressing a sensitive issue especially in the time of sports events in Australia for creating necessary awareness regarding the issue. This would require brand promotion and sports celebrities can be approached for this purpose. The sport celebrities can be made to be part of the campaigns for alcohol abuse and its promotion during sports events.The project plan needs to be made in a manner that the message across the general public as well as the advertisers is recurrent and frequent. The Action Plan needs to make use of social media channels for creating active campaigns through blogs and posts.Failure stories of alcohol abuse of sports personalities or famous personalities can be shared as part of the campaign. In the similar manner cases of famous personalities supporting anti alcohol use can also be promoted for supporting the cause. This can be done as part of the advertisements during the sports events.There is also need for appreciating and acknowledging the support of the involved stakeholders and team members who have contributed to the campaign so that they can be inspired to continue with their support.Engagement and rigorous team formations and team promotions for removal of advertisement related to alcohol during sport events is very important. Charity events as well as cleanly events can be arranged for engaging the general public under the campaigns for Alcohol advertisement during sports events.


8. One of the recommendations from the evidence is to ‘phase out alcohol sponsorship of sport that exposes young people to alcohol promotion’. Outline and briefly explain three individual strategies that you could implement in taking the issue forward that are feasible given the scenario outlined. Provide the reasoning for your choice of strategy. 

It has been noted that the alcohol-related sponsorship dominate about one fifth of the entire broadcasting of events during sports events in Australia (Zerhouni et al. 2016). This is because alcohol relative sponsorships is very highly valued in terms of monetary sponsorships as well as brand value considering most popular alcohol brand give sponsorship to sports events. Individual strategies that could be recommended for phasing out alcohol sponsorship to reduce the exposure of alcohol promotion to youngsters can be given as: 

  • One such strategy would be to increase the scrutiny over the alcohol advertisements as well as marketing promotions during the sports podcasts. This could be done through releasing cautionary advice and guidelines regarding alcohol abuse and its negative impact upon youth. Relevant statistics can also be shared regarding the alcohol abuse in Australia.  Many non government organisations have also advocated the need for banning the alcohol related advertisements after 8:30 pm not just during sports events but also on televisions (Chambers et al. 2016).
  • Another strategy that could be suggested is brand promotion against alcohol consumption. For this purpose popular sport personalities can be approached to promote healthy drinks and to take part in anti alcohol advertisement campaigns. Sports personalities are idealized by youth and this could have a good psychological impact upon the youth (Bjelica et al. 2016).  Sports personalities can share their own battles with alcohol abuse or could give messages through audio or visual ads that could be broadcasted during sports events. Active social media campaigns can also be created for supporting the brand promotion for better and higher exposure to youth.
  • It has further been suggested before that there is need for replacing the industry self regulation by any independent Council for regulating the marketing of alcohol in Australia (Bestman et al. 2015). This would help to regulate the saturation of alcohol advertisement during sports events in Australia. Such advertisements could be filtered as per the health guidelines set by the Australian government and the sports council in Australia.

9. What challenges do you envisage coming up against based on the information in the above scenario?

On the basis of the scenario that had been discussed above it cannot be stated that the overall process of campaign or team management could be considered smooth. One of the most significant challenges and research in this context is the high level of exposure of the youth in Australia to alcohol advertisements and alcohol consumption (de Bruijn et al. 2016). Marketing or advertisement campaign against alcohol abuse cannot nearly stop or reduce alcohol consumption. Considering that there is saturation of alcohol advertisements during sports events it would be a challenge to ban or reduce the frequency of such advertisement during sports events. Another challenge to be envisaged is to convince the advertisers are the sponsors to not telecast alcohol related advertisement during such events where they get the maximum amount of exposure from (Kelly et al. 2015). 

Such projects require higher level of marketing and advanced level of advertisement as well as promotional strategies without you which such projects can also fail in a very bad manner. Such projects require higher level of marketing and advanced level of advertisement as well as promotional strategies without you which such projects can also fail in a very bad manner. Another barrier that can be noted sure is that search campaigns would require a long drawn process and active engagement of different kinds of stakeholders at local and national levels that is difficult to achieve considering time and budget limitations. There would also be conflicting interest that would be required to be addressed such as of the advertisers and alcohol brands whose interest would be compromised under such anti alcohol campaigns and promotions. It can thus be summarised that there would be multifaceted challenges in the scenario stated above considering that it is a campaign against the highly profitable yet a highly dangerous social cause.