6 questions to ask when planning a campaign

  • What’s what?
    • Take the time to clearly identify and formulate the problem your campaign is addressing. Ask “why?” a lot. Why is this situation this way? What is the cause? Dig into the issue and consult with the people it affects, experts and researchers.
  • What to do?
    • Now that you’ve formulated the problem you also need to address it. What can be done and what is the goal you want to achieve? How will you get there and what specific actions need to be taken, when and by whom?
  • Who’s who?
    • Be sure to know who your campaign is addressing. Who has the power to secure the outcome you want for your campaign and who is the main target group for participation? And why is it important to them or why should they care?
  • What do you have going for you?
    • A successful campaign doesn’t necessarily need a lot of monetary resources behind it. You can have and use many other types of resources in order to achieve your goals. Using social media and the web for example you can reach many people in a cost-effective way – especially if your message is convincing. Map your available resources, such as channels of communication, your network and available knowledge of the issue.
  • What’s the story you want to tell?
    • Make your campaign message convincing and easy to understand. In order to get the message out there, you need to be able to quickly communicate the problem, solution and why it’s important for them to act. Choose your channels of communication and message to fit your target groups and to increase your chances of reaching the people you want to engage. What is the story that you want to tell with your campaign?
  • How did it go?
    • How will you know if you’ve achieved your goal? Plan for ways to follow up on the success of your campaign. If things didn’t go as planned, ask what could be done differently next time. And don’t forget to celebrate your successes!
Tartu city government introducing the newly launched poster campaign to passers-by (2020)