1. Case Study: DUSA Contract Cheating

2. Communications Strategy
• Situation Analysis
• Target Audience
• Key messages
• Goals
• Objectives
• Tactics (budget/resourcing)
• Evaluation

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. 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. Target Audience
Domestic
Deakin
Students
International
Deakin
Students
Current
DUSA
Members
Academic
& Admin
Staff

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. 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. 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. 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. Tactics – Key Components
Print Information
Social
Media
Campus
Events
2
Digital

11. Tactics – Print & Information

12. Tactics – Print

14. Tactics – Multilingual

15. Tactics – Digital (Deakin)
Deakin Sync Tiles Deakin Lockscreens (not achieved)

16. Tactics – Digital (Email)
DUSA Email Newsletters

17. Tactics – Digital (Blogs)
DUSA Email NewslettersUP: DUSA LH: Network
DOWN: Deakin Life

18. Tactics – Digital (Website)
dusa.org.au/contractcheating

19. Tactics – Social (Facebook)
Included organic posts, paid advertising,
live streaming, articles and links to website.
facebook.com/yourdusa

20. Tactics – Social (Facebook)

21. Tactics – Social (Facebook)

22. Tactics – Social (Instagram)
@yourdusa

23. Tactics – Social (Twitter)

24. Tactics – Campus events (T-Shirts)

25. Tactics – Campus events (branding)

26. Tactics – Campus events (Waurn Ponds)

27. Tactics – Campus events (Waurn Ponds)

28. Tactics – Campus events (Waurn Ponds)

29. Tactics – Campus events (Burwood)

30. Tactics – Campus events (Burwood)

31. Tactics – Campus events (Burwood)

32. 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.

33. 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”

34. Questions/Comments?