COMPREHENSIVE CAMPAIGN CHECKLIST

Transcription

1 COMMUNICATION CAMPAIGNS COMPREHENSIVE CAMPAIGN CHECKLIST This campaign checklist serves as a list f ptential questins t prmpt reflectin and actin in yur campaign wrk. Use this list t unearth ptential pprtunities r identify gaps in yur thinking that warrant further investigatin. Nt all questins may be relevant t yur campaign r circumstances, nr shuld yu be daunted r expect t tick every bx. Instead, use it as a tl fr inspiratin. Have yu explred wh else is wrking n the issue (r has previusly, lcally and elsewhere) and learnt frm and built n their experience? Have yu develped a cmmunity f practice (knwledgeable thers willing t advise) t supprt yu in yur wrk? Have yu invested sufficiently in planning yur campaign? Is yur campaign planning iterative? Is yur campaign plan a live and evlving dcument? Have yu segmented the target ppulatin and carefully selected a target audience(s)? Where pssible, are yu targeting the swayable, rather than thse with entrenched ppsing views? Can yu identify and target thse wh have a want r need that the prpsed behaviur will satisfy r a prblem it will slve? Can yu target thse wh have knwledge r infrmatin abut the benefits f the behaviur and csts f the alternative behaviurs? Can yu target thse wh have the belief that they ability t perfrm the behaviur and that if they d, they ll experience the benefits? Can yu target thse wh are engaging intermittently in the behaviur and have sme experience f the benefits? Have yu cnducted extensive frmative research with yur target audience? (Fr example, explring experience, knwledge, attitudes, beliefs, wrldviews, cultural cntexts, scial determinants, perceptins f trust, perceptins f efficacy, barriers t behaviur change )

2 Have yu explred the previus experience the target audience has had with the issue? (including anecdtal stries they ve heard frm thers experiences) Have yu explred pre-existing attitudes and beliefs held by the target audience? Have yu develped an understanding f the scial determinants affecting bth the behaviur and hw the target audience view the wrld? Have yu explred which scial netwrks are used as reference pints and influencers fr the target audience? What are the prevalent nrms and viewpints n the issue within these grups? What surces f infrmatin d these grups trust? What is imprtant t these grups? Have yu sught t learn abut the varius cultural cntexts in which a campaign will perate? Have yu determined the perceived trust level within the target audiences fr yur agency? Wh might be a trusted messenger? Have yu explred the emtins assciated with the prpsed r cmpeting behaviurs r events? Have yu determined the degree t which the target audience believes the prpsed behaviur will be effective? Have yu determined the degree t which the target audience believe they have the skills, knwledge and the supprtive envirnment t be able t effectively perfrm the behaviur? Have yu explred the extent and the nature f the audiences knwledge n the issue? Have yu explred the factrs utside f the influence f the audience that have a bearing n their ability t adpt r change behaviur? Has yur frmative research heavily infrmed the design f yur campaign? Have yu factred scial determinants int yur campaign design? Have yu develped and adapted yur campaign design accrding t the cultural cntext? Have yu cnsidered theries f behaviur change in yur campaign design?

3 D yu have the varied expertise yu require n yur prject team? D yu have subject matter experts, cmmunicatin experts and peple wh understand the particular cmmunities n yur design team? If nt, hw might yu surce the expertise yu are lacking (thrugh partnerships with academia r crprate vlunteering r pr bn arrangements)? Des the team dynamic facilitate frank debate, mutual learning and the valuing f the differing expertise? Given the need t apprach behaviur change frm many different directins and levels, have yu sught t crdinate yur effrts with ther actrs? D the ther actrs cme frm varied envirnments and levels? Have yu sught surprising allies? Are yu wrking t remve barriers t behaviur change? Have yu designed yur campaign t maximise the benefits and minimise the csts f the prpsed behaviur (and the reverse fr cmpeting behaviurs)? Have yu planned fr a sustained campaign? Are yu able t advcate fr r develp lng-term funding? If nt, have yu cnsidered hw yur effrts might cntribute t the wrk f thers wh have the ability t wrk n the issue lng-term? Are yu wrking at multiple levels t create an envirnment cnducive t behaviur change, rather than nly aiming t influence yur target audience? Is yur campaign designed t stimulate cnversatin within yur target audience? Have yu cnsidered hw t mbilise members f the cmmunity as prpnents f the campaign? Have yu empwered yur audience enabling and encurage active participatin as a way t build trust and cllective efficacy? Have yu cnsidered c-creating the campaign and message with yur target audience? Have yu cnsidered ways t design yur campaign s the audience wns and evlves the message? Are yu prepared t accept the risk f letting the message g and relinquishing cntrl? Are yu prmting dable behaviurs, ne at a time? With yur campaign, are yu targeting the pint f decisin making? T aid sustained behaviur change, have yu cnsidered the use f cmmitment and pledges and prmpts and reminders?

4 If required, have yu cnsidered hw yu might build skills fr perfrming the behaviur within the target audience(s)? D yu have an integrated marketing mix? D yu have a plan fr seeking and incrprating audience research ver the curse f the campaign? Is there the flexibility within the campaign design t tweak as yu g accrding t audience research? Have yu cnsidered the imprtance f perceived trust? Have yu been practive in building and prtecting trust within yur target audience? Have yu cnsidered hw yu might invlve lcal cmmunities and trusted individuals, grups r agencies? D yu admit mistakes t yur target audience? (Ding s will lwer trust in yur knwledge and expertise, but failing t d s and being discvered is wrse, diminishing trust in bth cmpetence and perceived hnesty) Wherever pssible, have yu tailred and persnalised the message? Have yu cnsidered hw yu will balance the need t tailr the message with the need fr campaign reach? If resurcing cnstraints limit the ability t persnalise t each audience, have yu wrked hard t find an essential human truth that resnates acrss envirnments? Have yu develped yur message(s) with careful cnsideratin f the target audience s current beliefs, attitudes and wrldview? Have yu framed the message t be least challenging t existing wrldviews? Have yu linked messages that challenge wrldviews with messages r activities that affirm existing values t increase cnsideratin f messages that challenge beliefs? Are yu staying within the target audience s latitude f acceptance (aviding telling them mre than they will believe) and changing beliefs in small steps? Where pssible, are yu presenting tw-sided arguments t reduce rejectin and cunter-argument? (Fr example, accept that smking des help peple cpe with stress)

5 Are yu allwing peple t draw their wn cnclusins rather than dictating a viewpint r actin? Are yu starting frm a place f cmmn agreement, then wrking t expand knwledge and beliefs in the desired directin? When challenging an errneus belief, have yu prvided a clear and plausible alternative explanatin? Have yu develped yur message(s) with careful cnsideratin f the scial determinants revealed thrugh yur frmative research? Have yu cnsidered framing the message accrding t a scial nrm: (Fr example, The majrity f university students... ) Have yu develped yur message(s) with careful cnsideratin f the cultural cntext revealed thrugh yur frmative research? (Fr example, if the campaign needs t cunter fatalism, clearly demnstrate preventative actins and their psitive cnsequences). Have yu cmmunicated r demnstrated the efficacy f the behaviur clearly shwn the link between the behaviur and the desired benefits? Are yu giving the message the way the audience wants t hear it, as ppsed t the way yur rganisatin wants t tell it? Have yu been creative in yur apprach? Are yur messages clear and simple? Have yu made use f scenaris and stries which are mre effective than data r frequency infrmatin? Have yu prvided chice rather than simply telling peple what t d? Have yu avided mentining myths, instead fcusing n the intended message? If yu must mentin a myth, have yu wrked hard t place the emphasis n the facts? (big, bld, in the headline) Have yu capitalised n scial media and been smart abut using technlgy if apprpriate? Have yu devised alternative strategies t ensure members f yur target audience are nt marginalised r excluded thrugh the use f technlgy? D yu have peple f different generatins and differing technlgy habits n yur design team? D yu have access t expertise fr advice n trends and pprtunities affrded by changing technlgy? Are yu using media ppular with yur audience t deliver the message? Are yu emplying multiple channels and surces t deliver yur message?

6 Have yu created an emtinal respnse within the target audience t supprt the message? Have yu used vivid language, images r stries that peple can relate t emtinally? Have yu cnsidered the range f emtins that yu might evke, including surprising emtins? (Fr example, the use f humur in the Dumb Ways t Die rail safety campaign) Has audience testing demnstrated that yu ve succeeded in mving, inspiring r surprising yur audience? Have yu ensured the message is easy t prcess? Have yu erred n the side f less infrmatin may be better? Have yu ensured the message is easy t read thrugh the use f clear fnts, simple language, shrt sentences r subheadings? Have yu made yur cnclusins mre explicit fr any target audience(s) that lack mtivatin r prir knwledge n the tpic? Have yu ended n a simple, strng message that will be easy t remember? Have yu delivered yur message in a way that catches attentin? Have yu persnalised the message using tpics relevant t yur audience? Have yu used images that catch the eye? Have yu made use f cntrast? (Fr example, using clur in publicatins that are predminantly black and white) Where relevant, have yu cnsidered larger advertisements t catch mre attentin than small nes? Have yu cnsidered the use f mvement t grab attentin by prmpting the audience s reflexes? (Fr example, flashing lights r mving arrws) Have yu placed bjects in the centre f the audience s visin, rather than the periphery? Where pssible, have yu used space t make bjects appear islated? (Fr example, bjects with lts f white space arund them attract mre attentin). Have yu cnsidered using nvel r rare items rather than familiar r expected nes? Have yu carefully cnsidered and tested with yur audience yur chice f messenger? Is yu messenger smene wh understands the pint f view, has similarities t, r is liked by r attractive t the target audience? Have yu verified with the target audience that the perceived level f trust in yur chsen messenger is high? Where pssible, have yu mbilised scial netwrks t becme messengers?

7 Have yur messages prven successful in pre-testing with yur target audience? Have yu checked hw yur messages are interpreted by yur audience? Have yu pre-tested different ways f framing the message? (Fr example, whether 75% fat free r 25% fat is mre attractive). Have yu checked fr ptential unintended cnsequences f yur message with yur audience, and with ther segments f the ppulatin? Have yu invested in devising a mnitring and evaluatin plan? If required, have yu sught supprt fr designing and implementing mnitring and evaluatin? (Fr example, frm experienced campaign practitiners r interested academia?) Have yu devised pprtunities fr regular research with target audience(s) thrughut the curse f the campaign? Have yu ensured there are pprtunities t evlve the campaign ver time as a result f audience feedback? Des mnitring feedback actively influence campaign design? Have yu kept mnitring and evaluatin simple, ensuring the data cllectin prcess is nt time-intensive r nerus? Have yu included checks in hw messages are recalled and interpreted? Is yur mnitring and evaluatin designed t value learning in additin t measuring campaign effectiveness?