What should be taken into consideration when planning a media advocacy campaign? How do I know if my campaign plan is good or not? Here is a Q&A for campaign and advocacy planning.
What is a campaign and what does it aim to do?
A campaign is planned course of action formulated to achieve defined objectives. To put in other words, a campaign is any series of actions or events that are meant to achieve a particular result in for example marketing, public relations, quality enhancement, revenue generation, safety standards – or in case of a political campaign – to put a candidate in office.
Campaigns may be…
- Awareness raising
- Policy change
And their objectives may be…
- Institutional –> Policy change, Practice change
- Individual –> Knowledge, Skills, Attitudes, Behaviour
What is a good campaign?
When planning out marketing communication activities, things that have to be taken into account include the target group, intended impact, method of implementation and the assessment of impact. A good campaign is well planned.
A good rule of thump is that a good campaign is SMART:
Specific, Measurable Achievable Relevant and Time bound.
What is a communications plan?
A communications plan is a tool for organizing and evaluating your overall advocacy strategy before you actually start spending any money or doing anything else. It should involve at least the 5 following topics:
- The main objective of the campaign
- Description of your target audiences
- Secondary objectives for each audience
- List of activities for each audience
To put in practice, how should I plan campaign content for my target audiences?
When the communications plan is ready, it is time to create more spesific contents. Campaign content plan may include following contents:
- Messaging: slogans, narrative
- Examples of social media content: Facebook posts, tweets, shared images, hashtags
- Storyboard for a short campaign video
- Drafts of posters, flyers or other printed material
Remember your key message!