1. Elyse Gillespie (ALR104) – Portfolio
PORTFOLIO OF STRATEGIC
COMMUNICATION TACTICS
Strategic Communication and Writing (ALR104)
Deakin University – Burwood Campus
Assessment 2
Elyse Gillespie
216107106

2. 2
Contents
Media release 3
Speech script 4
App concept and copy
Brochure copy
Analysis of approach document
References

3. 3
30th November 2016
For immediate release
MEDIA RELEASE
Australian retail giant helps Port Phillip Bay EcoCentre
stop microplastic pollution
Popular Australian clothing retailer Billabong are supporting efforts by the Port Phillip Bay EcoCentre
to rid local beaches of harmful microplastics and to conduct further research into pollution levels.
“Microplastics are a serious problem across our Melbourne and Geelong waterways, so to have the
support of a big Australian brand like Billabong means serious work can be done to stop the pollution”
Port Phillip Baykeeper Neil Blake explained.
“Microplastics are tiny plastic particles that come from certain clothes, cosmetic products and
manufacturing processes which filter into the Yarra and Maribyrnong rivers and threaten marine
animals.”
Billabong employees will be involved in a corporate volunteer program where staff can participate in
meaningful outdoor activities alongside the EcoCentre to rid beaches of microplastics and other litter
and make a positive impact on the marine animals that live in the bay.
As well as their time, Billabong is donating $10,000 towards research being conducted by the
EcoCentre into water pollution levels and the effects the toxins in the plastics have on fish
populations.
ENDS
Elyse Gillespie – Media Manager
M: 0466 000 000
Email:elyse.gill@genericemail.com

4. 4
SPEECH SCRIPT
Speech for Neil Blake, Port Phillip Baykeeper, Port Phillip EcoCentre
On December 1st 2016
Delivered to (audience name)
Duration of (time)
Microplastics and Port Phillip Bay; how young Victorians can be part of the solution
550 words here

5. 5
APP CONCEPT AND COPY
Client: Port Phillip EcoCentre
Project: Save the Bay
App Concept: To increase awareness about the impact of microplastics on Port Phillip Bay
and alter the behaviour of young people in regards to microplastic related
products, a game will be developed to reiterate key messages. The app is
called Save the Bay and requires players to catch microplastic beads in a net
before they hit the ocean floor. A cosmetics bottle balances on top of a dotted
line at the top of the screen, releasing the beads. Players must simultaneously
catch the beads with the net (which is attached to the other end of the dotted
line) and keep the entre bottle from falling into the water.
The game tutorial will instruct players how the game works and contextualise
the problem of microplastics in the Maribyrnong and Yarra Rivers and Port
Phillip Bay. As the game loads facts about the dangers of microplastics and
what the player can do to mitigate the problem will pop up.
Screen one
Menu: Play
Connect
Settings
Headline: Save the Bay (Tutorial)
Text: Port Phillip Bay is turning into a microplastic soup. It’s up to you to catch those
devilish little plastic beads before they fall into the ocean and poison the
marine life.
Screen two
Headline: Save the Bay (Loading)
Text:  Always dispose of your litter correctly
 Fish, seabirds, penguins and turtles are badly affected by the toxins
found in microplastics (EPA Victoria, 2016)
 245 million tonnes of plastic is made each year around the world –
don’t let it get into our oceans or rivers (Andrady, 2011)
 Plastics take years to break down – they can exist for a whole decade
in the ocean (Andrady, 2011)
 Nurdles are small, round or oval microplastics that come from
cosmetics, clothes and industrial processes (Adoranti, 2014)
 Limit your reliance on single-use plastics like straws (Adoranti, 2014)
 Avoid using facial cleaners with plastic exfoliating beads as they will
enter the ocean (Fendall & Sewell, 2009)

6. 6
BROCHURE COPY
Client: Port Phillip EcoCentre
Project: Save the Bay
Size: A2
Pages: 4
Page one
Headline: Become a citizen scientist today and enjoy our beaches for years to come
Image: A collage of four photographs. Image one depicts an attractive man in his
early 20s on a stand-up paddle board. He is dressed in a white lab-coat and
board shorts. Image two depicts a small group of friends on the beach playing
volleyball. They are all smiling and laughing and are similarly dressed, with
white lab-coats over their bathers. Image three is a medium shot of two
teenagers standing on the edge of the water. The pair in the same attire are
holding up the bottom of their lab-coats as a wave rushes past their feet. The
fourth and final image is of another young man sitting on the sand with his lab-
coat and yellow gloves on. Equipment like sieves, buckets and spades lie
around a small area that has been marked with yellow rope. He is bent over,
studying the sand with tools in hand.
Insert: Port Phillip Bay EcoCentre Logo
Page two
Headline: The microplastics problem
Text: If you’ve ever worked on your tan at St Kilda beach or cast a line at Patterson
River, you’ll appreciate the beauty and vibrancy of Port Phillip Bay. The
prevalence of microplastics in its waters and coasts however, is a huge
problem that we need to solve. Becoming a citizen scientist and working
alongside Port Phillip Bay EcoCentre will help keep The Bay beautiful and
ready for you to enjoy through the summer months.
Page three
Subhead: Q&As
Text: Q: What are microplastics?
A: Microplastics are small plastic particles that persist in the environment and
may take decades to break down. They pollute bodies of water and are often
eaten by marine organisms because of their small size (Thomposon &Shim,
2015).
Q: Where do microplastics come from?
A: There are two main types of microplastics. Primary microplastics (called
nurdles) are round or oval plastics that come from some clothes, cosmetic
products and industrial sites during manufacturing processes. The secondary
type arise through the deterioration of larger plastic debris that breaks down
over time and creates small plastic fragments (Green Facts, 2016)
Q: How do microplastics affect the marine environment?
A: Larger plastic fragments pollute and increase the litter in our oceans and
on our beaches. The small size of the primary microplastics also means
wildlife are ingesting the debris. If eaten or inhaled microplastics can have a
negative effect on the general health of fish, seabirds, turtles, penguins and
dolphins (Thomposon & Shim, 2015).

7. 7
Q: How can I help?
A: Become a citizen scientist to help clean the beaches and undertake
research into the pollution levels in Port Phillip Bay. In your everyday lives,
limit you reliance on single-use plastics like straws, avoid using facial
cleansers or other cosmetics that have plastic exfoliating-beads that end up
down the drain and always dispose of litter correctly.
Q: What is a citizen scientist?
A: A volunteer. Register your interest in working as a volunteer citizen
scientist using the contact details below. You’ll work alongside the EcoCentre
to help keep the beaches clean and monitor the effect of microplastics on Port
Phillip Bay.
Insert: Info-graphic of main contributors to microplastic pollution. Graphic of a t-shirt,
cosmetic bottle, pile of litter and a factory with arrows pointing to a cluster of
microplastic beads and then to a graphical representation of the ocean. The
labels will read: fibres from fleece, nylon and acrylic fabrics (Messinger, 2016),
micro-beads from facial cleaners, deterioration of larger plastic debris and
granules and pellets from product manufacturing.
Page four
Subhead: For more information or to contact us
Text: Website: www.portphillipbayecocentre/citizenscientist.com.au
Phone: 13 00 00
Or connect with us on Facebook and Twitter by searching Port Phillip Bay
EcoCentre

8. 8
ANALYSIS OF APPROACH DOCUMENT
300 WORDS – question and answer format
Why is it important to alter your writing to suit different communication tactics? Explain drawing on
your experiences with this assessment and unit materials.
.
Apart from the client’s website and the brief, what research sources were used? Discuss how these
research sources identified and determined to be credible.
Using the Deakin Library database and locating relevant sources through Google Scholar, I was able
to find articles and other publications that aided my research.
Which persuasive appeals were applied in your portfolio of written tactics? Discuss which theories of
persuasion guided your choice.

9. 9
References
Adoranti, K 2014,‘Port Phillip Bay polluted with microplastics,experts say’, Herald Sun/Leader, 28 May, retrieved
21 September 2016,<http://www.heraldsun.com.au/leader/inner-south/port-phillip-bay-polluted-with-
microplastics-experts-say/story-fngnvli9-1226932857637>.
Andrady, A 2011, Microplastics in the marine environment, vol. 62, no. 8, retrieved 21 September 2016,
<http://www.sciencedirect.com/science/article/pii/S0025326X11003055>.
EPA Victoria 2016, Help shed lighton tiny plastics around Port Phillip Bay, retrieved 21 September 2016,
<http://www.epa.vic.gov.au/about-us/news-centre/news-and-updates/news/2016/august/05/help-shed-light-on-
tiny-plastics-around-port-phillip-bay>.
Fendall,S & Sewell,M 2009,Contributing to marine pollution by washing you face:Microplastics in facial
cleansers, vol. 58, no. 8, retrieved 21 September 2016,<http://www.epa.vic.gov.au/about-us/news-centre/news-
and-updates/news/2016/august/05/help-shed-light-on-tiny-plastics-around-port-phillip-bay>.
Thomposon,R & Shim W J 2015, Archives of Environmental Contamination and Toxicology:Microplastics in the
Ocean, vol. 69, no. 3, retrieved 22 September 2016,<link.springer.com/article/10.1007/s00244-015-0216-x>.
Green Facts 2016, Marine Litter, Green Facts, retrieved 22 September 2016,
<http://www.greenfacts.org/en/marine-litter/l-2/3-micro-plastics.htm#0>.
Messinger,L 2016,‘How your clothes are poisoning our oceans and food supply’, The Guardian, 21 June,
retrieved 22 September 2016,<https://www.theguardian.com/environment/2016/jun/20/microfibers-plastic-
pollution-oceans-patagonia-synthetic-clothes-microbeads>.