A step-by-step guide to planning and running an effective campaign.
Things you'll need
- Lots of commitment and enthusiasm!
1
Define your issue
- Set a realistic goal for your campaign.
- Think of a clear, simple message that communicates your aim.
- Does your message have a good ring to it? Can you visualise it on a T-shirt, a banner? Do you like what you see?
2
Gather your evidence
- Research the cause you're campaigning for thoroughly.
- Gather testimonials about the importance of your cause.
- Back up your testimonials with facts (Has the issue been covered by the media - online, offline? Are there any studies or surveys about your cause?)
- Put together a concise objective argument for your cause.
- Be prepared to answer difficult questions about the importance of your cause.
3
Find useful allies
- Target people who understand your cause or have a connection to it.
- Get in touch with organisations set up to help causes such as yours (ask for advice, access to experts).
- Get endorsement from a celebrity.
- Ask your supporters to sign a petition in favour of your cause.
4
Know who to lobby
- Identify your routes of influence.
- Use your own contacts to get to the people at the top.
- Could your local MP help?
- Don't get disheartened at the first hurdle, lobbying is hard work!
5
Use a range of tactics
- Leaflets, newspaper coverage and a good website are all useful.
- BUT... try a little more creativity - what would make your campaign stand out and get people talking?
- And finally, don't forget to assess how you're doing (number of hits on the website, media coverage, discussions in Parliament, etc).
Further information
- Campaigns and awareness (further resources on the KnowHow site)
- Digital communications for successful campaigns (online video training course)
Contributors
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Cristina Tiberian
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chrism
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Emily Casson
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Mark Barratt
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Chris Milway
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Rob Brennan
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