About the Initiative

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The Social Media Awareness Campaign on Academic Integrity and Inclusion in Higher Education is a six-month digital initiative launching in September 2025 across Montenegro.

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Led in close cooperation with universities, student parliaments, and key education stakeholders, the campaign aims to promote two essential pillars for a fair academic environment:

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• Academic Integrity — fostering ethical academic behavior and discouraging misconduct such as plagiarism and cheating
• Inclusion in Higher Education — promoting accessible and inclusive learning for students with disabilities and special educational needs (SEN)

General Concept and Communication Approach

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• Duration: September 2025 – February 2026
• Channels: Facebook, Instagram, X (Twitter) – leveraging institutional and partner accounts
• Target Audiences:
• University students and youth communities (primary)
• University administrators and professors
• General public (secondary)
• Tone of Voice: Empowering, relatable, inclusive, and informative
• Languages: Montenegrin (primary), English (for reporting & institutional purposes)

Key Technical Elements

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• Development of a visual identity system and campaign slogan (includes logo adaptation, brand colors, font pairing, social media templates)
• Production of two short animated explainer videos (30 seconds each), with narration, subtitles, and on-brand visuals:
• Video 1: Academic Integrity
• Video 2: Inclusive Higher Education
• Design and copywriting of 3–4 visual posts per week across social platforms
(Image ratios: 1:1 / 4:5 / 16:9 depending on platform; resolution: 1080×1080 or higher; formats: .jpg/.mp4/.gif)
• Social media scheduling and publishing using management tools (e.g., Meta Business Suite or Buffer)
• Launch and monitoring of Meta Ads campaigns (estimated 2 boosted posts per week)
(Includes audience targeting, custom placements, budget control, and A/B testing of creatives)
• Coordination and engagement of student ambassadors, including:
• Initial outreach and onboarding
• Creation of messaging guidelines and tone-of-voice briefs
• Content planning and feedback sessions
• Delivery of two bi-monthly campaign performance reports
(5 pages max; includes analytics, engagement KPIs, sample visuals, and insights from user interaction)
• Creation of a final impact report compiling all activities, visuals, reach metrics, and actionable recommendations for future initiatives

Main Objectives

1. Raise awareness of academic integrity and its role in quality education
2. Promote equity and inclusion for students with disabilities
3. Increase visibility of legal and institutional tools supporting these goals
4. Empower students to become active promoters of ethical and inclusive values

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