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Tips on running a Campaign

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by

Rachel Handforth

on 1 October 2012

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Transcript of Tips on running a Campaign

Step 2 Step 3 CHANGE
ACHIEVED! Step 4 Step 5 Step 6 Tips on running
a Campaign In this session we will look at:

o Which issues you may want to
campaign on
o Steps towards planning a
campaign
o Identifying people who will make
up your campaign team What is
a campaign? One definition of a campaign is:

‘Organised action around a specific issue seeking to bring about changes in the policy and behaviours of institutions and/or specific public groups…

the mobilising of forces by organisations to influence others in order to effect an identified and desired social, economic, environmental or political change.’

(http://www.ncvo-vol.org.uk) Step 1 What makes an effective campaign? What specific aim do you want to achieve?
Make a
Campaign Plan How will you involve others in your campaign? Evaluate your campaign 1. We want better feedback

2. We want the university to commit to a 4 week minimum turnaround on feedback for written assessments What resources will you need for your campaign?

Remember, resources are everything from time, people and materials to research. What events are you going to hold to draw attention to your campaign? What impact do you want
your campaign to have? Think about the END GOAL
of your campaign- what effect
do you want it to have on
people's lives? But a campaign, simply,
is a series of actions through
which a change is made! Get Unhooked NHS
Anti-Smoking Campaign
(graphic image- if you are squeamish avoid this clip!) A study has shown that the NHS anti-smoking campaign 'Get Unhooked' was effective, despite being named as the UK’s most controversial advert in 2007.
The advert was one of four television, and four print adverts, timed to coincide with new year’s resolutions. When launching the campaign, the public health minister, Caroline Flint, said:

“Many smokers will be considering stopping as part of their new year’s resolution. These adverts highlight the controlling message of tobacco. We know 70 per cent of smokers would like to give up.”

A study found that people on the verge of giving up were 22% more likely to make a commitment to quitting after seeing the advert. Which campaign
aim is better? Can you think
of an effective campaign you've seen? Examples of effective
campaigns in the media Be specific in outlining what
you want to change, and make
sure your aims are SMART:

Specific- well defined
Measurable- identify targets and numbers
Achievable- is it feasible?
Realistic- considering resources
Timed- within a timeframe Go back to your original campaign
aim, and then ask yourself the following questions... Communicating your
campaign Who might you need to
influence in order for
your campaign to succeed? Obama's 2008 campaign for the
US presidency is widely viewed
as one of the most effective
campaigns ever run.
Here's a few reasons why... Consistent and positive message:
"change you can believe in",
"yes we can" Integrated communication: campaigners talked about the same thing at the same time across all channels- news, advertising, website, emails It was the first political campaign in history to harness social media to spread the word, garner support and engage people.

The Obama campaign reached 5 million supporters on 15 different social networks . Require people to take action- each step of the Obama campaign was geared towards getting people to vote. Did you achieve
your original campaign
aim? What was the impact of your campaign? Don't forget to communicate
the change you've made
to others... inspire future
campaigners! Ensure that you identify your
target audience- who are you trying
to reach with your campaign? What are you asking people to do?
Make this clear in your communications.
You may wish to recruit new members, lobby decision-makers, or simply work in partnership with individuals to gain access to more resources.
Full transcript