Change, Policy and Research

Change, Policy and ResearchOnline Training

Change, Policy and Research

C.A.M.P.A.I.G.N.Successful campaigns...

Change, Policy and Research

• What is your campaign about?

• What do you want your target

• to DO, • to THINK, • or to FEEL • when your message

reaches them?

• Your target audience should be what shapes your message.

• Only if your target audience is exactly like you will a message you like on a personal level have any impact on them.

• It is vital to know your audience!

CREATECreating a Campaign with a specific

Aim

Change, Policy and Research

• Who is your intended audience?

• What do they know, think or feel about your subject now?

• Unless you know this you can't aim your message.

• You may have several audiences – one you want to inform; one you need to act...

• The campaign name, the theme and even the branding can help you get through to your audience - or alternatively; stop you getting through to them.

• It is possible to lower maths test results among female exam entrants by "priming" gender and reminding them (falsely) that women are worse at maths.

AIM MESSAGECampaigning for the Audience

Change, Policy and Research

• The bit that most people focus on - posters, social media, flyers, videos...

• Who and where are your targets?

• Twitter, Tumblr, Instagram, Facebook, web-site.

• Specific locations (physical spaces)

• Do you see *ALL* posters, or just the ones you're already looking for?

• Even if you don't know you're looking for them - i.e. If you like live music you're likely to spot those posters even if you don't know an event is coming up.

• Integrate digital and paper.

PRODUCTIONBringing the Campaign and Audience

together

Change, Policy and Research

• If you're running a campaign for a vote, then your measure will be the outcome of the poll.

• Measuring feelings or opinions might need a survey or other feed-back mechanism to get measures you can use.

• Make sure your measures are real measures... None of these -> are!

• “More Engaged”• “Anti crime awareness”• “Better accommodation”• “Local Council doing more

for students”• “Better recycling”• “Better support for

Societies”

ASSESS IMPACTMeasuring Audience response to the

Campaign

Change, Policy and Research

• The Aim v. the Response - what worked and what failed.

• Was your message received?

• Did it work?• If not - where did the failure

occur?• By grasping the nettle you

can improve your campaigns.

• If you have the correct measures in place you'll know if your campaign "worked".

• Don't despair if it didn't - you've still learned a lot about creating, aiming and producing a message and this can lead into better future campaigns or projects.

GRASP the NETTLEDid your Campaign work?