I think my primary focus would be on the students and the creative process they go through in designing their own messaging. It seems that a lot of our current Digital Citizenship content is consumption-based (ie - read a powerpoint, watch a video, etc.). In other words, awfully boring. I think the best learning occurs when students apply their knowledge in student driven, creative ways. The impact their message has on the community is just an added benefit. However, at the secondary level, evaluating their PR campaign could be a great added element to the process. I'd have to think about what evaluation looks like for the students....I suppose it would depend on what they decided to create.
Thanks for all the feedback. I agree that a curriculum is needed to guide and support student thinking. I see this as a supplement to the curriculum that could enhance student learning and help them take ownership of some of those concepts. I think scaffolded ideas for different grade levels are a good idea, too! Good thoughts!