Raising Awareness to American Studies Through Dedicated Communication Campaigns

Abstract

Communication campaigns are designed to raise awareness, change people’s behaviour and build relationships with target audiences. It has already become an integral part of sustainable growth for many businesses, civil society organisations, the education sector and even governments around the world. The purpose of this study is to explore how strategic communication campaigns could highlight the unique value of the American Studies program at Kyiv National Linguistic University (KNLU). I will explore the complete process of creating, implementing and measuring a communication campaign aimed at promoting specialized academic programs in a competitive landscape.