Download - Campaign online training
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
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• 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
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• 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
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• 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
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• 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?