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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED UNIT STANDARD THAT HAS PASSED THE END DATE: 

Develop and manage government communication campaigns 
SAQA US ID UNIT STANDARD TITLE
12436  Develop and manage government communication campaigns 
ORIGINATOR
SGB Government Communication and Information Stms 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY
-  
FIELD SUBFIELD
Field 04 - Communication Studies and Language Communication Studies 
ABET BAND UNIT STANDARD TYPE PRE-2009 NQF LEVEL NQF LEVEL CREDITS
Undefined  Regular  Level 7  Level TBA: Pre-2009 was L7  6 
REGISTRATION STATUS REGISTRATION START DATE REGISTRATION END DATE SAQA DECISION NUMBER
Passed the End Date -
Status was "Reregistered" 		 2018-07-01  2023-06-30  SAQA 06120/18 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2024-06-30   2027-06-30  

In all of the tables in this document, both the pre-2009 NQF Level and the NQF Level is shown. In the text (purpose statements, qualification rules, etc), any references to NQF Levels are to the pre-2009 levels unless specifically stated otherwise.  

This unit standard does not replace any other unit standard and is not replaced by any other unit standard. 

PURPOSE OF THE UNIT STANDARD 
This unit standard is for people who have or seek responsibility for developing and managing government communication campaigns such that a positive image of government is enhanced.

Persons credited with this unit standard are able to:
  • Identify requirements, develop and manage campaigns. 
    		•

    LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    The credit calculation is based on the assumption that learners are already competent in the following areas of learning when starting to learn towards this unit standard:
  • Communications, language or journalism at a minimum of NQF Level 5
  • Fundamental knowledge to interpret, write and implement action plans 
    		•

    UNIT STANDARD RANGE 
    The following scope and context applies to the whole unit standard:
  • The term "communication campaigns" in this unit standard applies to print, electronic, development and alternative communication methods such as road-shows.

    Specific range statements are provided in the body of the unit standard where they apply to particular specific outcomes or assessment criteria. 
    		•

    Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Identify communication campaign requirements. 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    1. Information content to be communicated is identified in line with current legislation. 

    ASSESSMENT CRITERION 2 
    2. Campaign objectives are in line with the objectives of government and within its constitutional and legislative framework. 

    ASSESSMENT CRITERION 3 
    3. Potential methods of conveying the information are relevant to the target audience. 
    ASSESSMENT CRITERION RANGE 
    Methods include seminars and workshops
     

    ASSESSMENT CRITERION 4 
    4. Target audiences are identified in terms of application and relevance of the information. 

    ASSESSMENT CRITERION 5 
    5. Campaign venues are considered in terms of suitability, availability, accessibility and cost. 

    ASSESSMENT CRITERION 6 
    6. Campaign dates are considered in terms of time frames for marketing, disseminating information and receiving feedback prior to deadlines. 

    ASSESSMENT CRITERION 7 
    7. Campaign objectives are in line with the objectives of government and within its constitutional and legislative framework. 

    ASSESSMENT CRITERION 8 
    8. Requirements are identified through liaison with key stakeholders and role players. Sufficient opportunities are provided for affected parties to contribute to and comment on the requirements. 
    ASSESSMENT CRITERION RANGE 
    Opportunities for comment include internal and external processes
     

    ASSESSMENT CRITERION 9 
    9. Requirements are identified through an analysis of current situations of government communication as adopted by cabinet. 

    SPECIFIC OUTCOME 2 
    Develop communication campaigns. 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    1. Information content to be communicated is relevant to the target audience and is in accordance with current and/or new legislation. 

    ASSESSMENT CRITERION 2 
    2. The campaign is in line with the objectives of government and within the stipulated legislative framework. 

    ASSESSMENT CRITERION 3 
    3. The selected method of conveying the information is appropriate in terms of communication content and target audience. 

    ASSESSMENT CRITERION 4 
    4. Presenters and/or speakers are well briefed and prepared in terms of the expected outcomes of the campaign. 

    ASSESSMENT CRITERION 5 
    5. The selected venue is suitable in terms of cost, size and location in respect to the target audience and the method of conveyance of information. 

    ASSESSMENT CRITERION 6 
    6. The campaign has the potential to promote a positive image of government within the targeted audience and counter negative perceptions. 

    ASSESSMENT CRITERION 7 
    7. The campaign meets the needs of the target audience in terms of content, timing and method of conveyance of information. 

    SPECIFIC OUTCOME 3 
    Manage communication campaigns. 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    1. Campaigns are implemented within agreed time frames. 

    ASSESSMENT CRITERION 2 
    2. Campaign information is conveyed to the relevant sections for marketing and communicating to the target audience. 

    ASSESSMENT CRITERION 3 
    3. Campaign arrangements are confirmed and timeous bookings made in terms of speakers and venues. 

    ASSESSMENT CRITERION 4 
    4. Outcomes of campaigns are identified through liaison with key stakeholders and role players to make contributions and comments on the outcomes. 

    ASSESSMENT CRITERION 5 
    5. Results of campaigns are recorded and evaluated in terms of meeting the original campaign objectives. Corrective action is taken where and when necessary. 
    ASSESSMENT CRITERION RANGE 
    Corrective action includes follow up and redesign of future campaigns
     


    UNIT STANDARD ACCREDITATION AND MODERATION OPTIONS 
    Accreditation Options:
    Providers of learning towards this unit standard will need to meet the accreditation requirements of the Public Sector ETQA.

    Moderation Option:
    The moderation requirements of the Public Sector ETQA must be met in order to award credit to learners for this unit standard. 

    UNIT STANDARD ESSENTIAL EMBEDDED KNOWLEDGE 
    Essential embedded knowledge will be assessed through the specific outcomes in terms of the stipulated assessment criteria. This includes the direct assessment of knowledge. 


    Critical Cross-field Outcomes (CCFO): 

    UNIT STANDARD CCFO IDENTIFYING 
    Identify and solve problems:
  • Anticipating deficiencies in information required, taking corrective measures when information yielded negative results.

    Understand the world as set of inter-related parts of a system:
  • Understanding of the impact of the communication campaigns in relation to other campaigns on different target audiences. 
    		•

    UNIT STANDARD CCFO WORKING 
  • Work effectively with others and in team:
  • Interacting with government departments; involving other stakeholders and role players; counselling colleagues. 
    		•

    UNIT STANDARD CCFO ORGANISING 
  • Organise and manage oneself and one's activities responsibly and effectively:
  • Ensuring the campaigns are well managed and coordinated; reacting accordingly when problems arise; responding to challenges related to the campaigns. 
    		•

    UNIT STANDARD CCFO COLLECTING 
    Collect, analyse, organise and critically evaluate information:
  • Identifying, analysing and monitoring channels to be used during the campaigning period; evaluation of the impact of the different campaigning methods applied. 
    		•

    UNIT STANDARD ASSESSOR CRITERIA 
    Assessors should keep the following general principles in mind when designing and conducting assessments against this unit standard:
  • Focus the assessment activities on gathering evidence in terms of the main outcome expressed in the title to ensure assessment is integrated rather than fragmented. Remember we want to declare the person competent in terms of the title. Where assessment at title level is unmanageable, then focus assessment around each specific outcome, or groups of specific outcomes.
  • Make sure evidence is gathered across the entire range, wherever it applies. Assessment activities should be as close to the real performance as possible, and where simulations or role-plays are used, there should be supporting evidence to show the candidate is able to perform in the real situation.
  • Do not focus the assessment activities on each assessment criterion. Rather make sure the assessment activities focus on outcomes and are sufficient to enable evidence to be gathered around all the assessment criteria.
  • The assessment criteria provide the specifications against which assessment judgements should be made. In most cases, knowledge can be inferred from the quality of the performances, but in other cases, knowledge and understanding will have to be tested through questioning techniques. Where this is required, there will be assessment criteria to specify the standard required.
  • The task of the assessor is to gather sufficient evidence, of the prescribed type and quality, as specified in this unit standard, that the candidate can achieve the outcomes again and again and again. This means assessors will have to judge how many repeat performances are required before they believe the performance is reproducible.
  • All assessments should be conducted in line with the following well documented principles of assessment: appropriateness, fairness, manageability, integration into work or learning, validity, direct, authentic, sufficient, systematic, open and consistent. 
    		•

    REREGISTRATION HISTORY 
    As per the SAQA Board decision/s at that time, this unit standard was Reregistered in 2012; 2015. 

    QUALIFICATIONS UTILISING THIS UNIT STANDARD: 
      ID QUALIFICATION TITLE PRE-2009 NQF LEVEL NQF LEVEL STATUS END DATE PRIMARY OR DELEGATED QA FUNCTIONARY
    Core  50585   National Certificate: Public Service Communication  Level 6  Level TBA: Pre-2009 was L6  Passed the End Date -
    Status was "Reregistered"     		 2023-06-30  PSETA 
    Fundamental  48726   Advanced Diploma: Diplomacy  Level 7  NQF Level 07  Passed the End Date -
    Status was "Reregistered"     		 2023-06-30  PSETA until Last Date for Achievement 
    Elective  58012   National Certificate: Disaster Risk Management  Level 7  NQF Level 07  Passed the End Date -
    Status was "Reregistered"     		 2018-12-31  CHE 
    Elective  57827   National Diploma: Public Administration  Level 7  Level N/A: Pre-2009 was L7  Passed the End Date -
    Status was "Reregistered"     		 2023-06-30  PSETA 


    PROVIDERS CURRENTLY ACCREDITED TO OFFER THIS UNIT STANDARD: 
    This information shows the current accreditations (i.e. those not past their accreditation end dates), and is the most complete record available to SAQA as of today. Some Primary or Delegated Quality Assurance Functionaries have a lag in their recording systems for provider accreditation, in turn leading to a lag in notifying SAQA of all the providers that they have accredited to offer qualifications and unit standards, as well as any extensions to accreditation end dates. The relevant Primary or Delegated Quality Assurance Functionary should be notified if a record appears to be missing from here.
     
    NONE 


    All qualifications and part qualifications registered on the National Qualifications Framework are public property. Thus the only payment that can be made for them is for service and reproduction. It is illegal to sell this material for profit. If the material is reproduced or quoted, the South African Qualifications Authority (SAQA) should be acknowledged as the source.