Mackenzie Coppin
Marketing Communication, 2023
Hello, I’m Mackenzie!
I’m graduating with a Bachelor of Communication and Media, majoring in Marketing Communication and a breadth major in Corporate and Public Communication.
Over the course of my degree, I have developed a range of communication skills and in particular found an interest in strategic communications and creative problem solving.
I am always interested in hearing about new opportunities and you can see more of my work by viewing my website.
Selected Portfolio
Day + Night CBR - Social Media Campaign
This project involved working within a team to create a social media campaign that promoted Canberra as a place to live, work and/or visit. My team created Day + Night CBR, a campaign that showcased the variety of activities Canberra has to offer by curating bite-sized itineraries to take you from day to night.
PRIA Pitch This! National Competition
During Semester 2, I worked in a team representing UC in the Public Relations Institute of Australia Pitch This! national competition. Together we developed a campaign for Scouts ACT, aimed at attracting new adult leaders. We aimed to reach a new audience who didn't have an existing relationship of any kind with the organisation. Based on our strategic insight that many have an outdated perception of Scouts that does not reflect the organisation today, we created our ‘Scouts ACT…more than meets the eye’ campaign.
The Butterfly Foundation Campaign
This project involved working within a team to develop an attitude or behaviour change campaign to address the issue of negative body image associated with social media use. The campaign was developed for The Butterfly Foundation and aimed at Australian girls aged 12 to 18. We chose to leverage social media to show our target publics that what you see on social media isn’t always reflective of real life.
Research Project
During my degree I had the opportunity to undertake a semester long research project. I wanted to examine the communication efforts that the Australian Government took to reach young Australians with critical health information during the COVID-19 pandemic. What I found was that the Australian Government had limited effectiveness in reaching young people during the COVID-19 pandemic on social media. Future health communication campaigns, particularly those that target a younger demographic, should consider a comprehensive social media strategy that makes effective use of the platforms available.