Planning an Advocacy Campaign

​Planning and conceptualizing an ICT project for social change

Open Ended

What makes you powerful around here?

​Social Media Advocacy: How to create advocacy campaign.

Some text here about the topic of discussion

​ 1. How will you address this issue?

2. ​What media platforms will you use to raise awareness? What ways?

​ 3. What hashtag would you create for your campaign?

​Some text here about the topic of discussion.

​ACTIVITY

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​Social media advocacy is a better way to spread the word.

​Building your own social media advocacy program doesn't happen overnight.

​What is social media advocacy?

​Social Media is one of the most powerful tools for activating people to take action.

​Amidst the constant stream of news updates, social media advocacy campaigns offer people a relevant way to make a difference on the issues they care about.

​WHY USE SOCIAL MEDIA FOR ADVOCACY CAMPAIGN?

The advantages of using social media include: low (or no) hard costs for set-up; potentially wide reach; quick/instantaneous sharing of messages; and new opportunities to listen, engage, and monitor your progress.

Empowerment Technology​

​Here's a step-by-step approach to help you plan, create, and execute a social media advocacy campaign

The first step is to collaborate with your team on the particulars of the campaign

​1. UNDERSTAND THE GOAL OF THE CAMPAIGN

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Now it's time to decide what kinds of content you will need for each social media channel.

​2. DECIDE HOW TO PROMOTE THE CAMPAIGN

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The next part of the planning process is actually plotting out your schedule on a calendar.

​3. CREATE A CONTENT CALENDAR FOR THE WEEK/MONTH

Now it's time to create all of the visual components you planned out in steps 2 and 3.

​4. CREATE A SUPPORTIVE VISUAL CONTENT

Open Ended

WHAT WEB PLATFORM OFFERS GRAPHIC DESIGN?

SAMPLE OF GRAPHIC DESIGN SOFTWARE:

1. CANVA 12. scribus

2. Design Wizard 13. LibreOffice

3. Gravit designer

4. Inkscape

5. Adobe Spark

6. vectornator

7. Gimp

8. kreta

9. Paint dot net

10. Blender

11. DocHipos

A critical piece of advocacy is reaching the target you are trying to influence. Here, Color of Change calls out Google by both tagging them and prominently featuring their logo in a series of social posts. Because the campaign directly called out Google and included a unique hashtag (#BeyondTheStatement

​5. TAG THE CAMPAIGN TARGET—AND INFLUENCERS, JOURNALISTS, AND PARTNER ORGS

SAMPLE OF GRAPHIC DESIGN SOFTWARE:

1. CANVA 12. scribus

2. Design Wizard 13. LibreOffice

3. Gravit designer

4. Inkscape

5. Adobe Spark

6. vectornator

7. Gimp

8. kreta

9. Paint dot net

10. Blender

11. DocHipos

It’s important to reinforce to people that our voices matter—and that change only happens when people demand it. In this example, Color of Change reminds people that accountability for George Floyd was achieved because enough people cared to speak up. 

​6. ACKNOWLEDGE THE POWER OF ADVOCACY

A powerful strategy to drive action is to show how many other people have taken action. People want to be included and are more likely to join a campaign when they hear that others like them have joined.

​7. SHOW SOCIAL PROOF

Some advocacy campaigns take years to achieve success.

For example, banning neonics has been an evergreen campaign for NRDC for years. Along with driving advocacy actions, NRDC’s neonics campaign also includes spreading awareness and deepening their audience’s understanding of the issue—all the while capturing new email subscribers. 

​8. BE PERSISTENT

If you are utilizing multiple social media channels, UTM codes can help you gauge the effectiveness of each channel at driving advocacy actions. Knowing how each channel performs will help you determine where to prioritize posting—and if you need to adjust your strategy for low-performing channels. Read more on UTM tracking best practices

​9. USE UTM (Urchin tracking Module) CODE TO TRACK PERFORMANCE

Celebrating successes—small and large—is a great way of engaging your existing supporters and motivating new supporters to join your campaign. Besides reaching your advocacy goal, examples of successes in an advocacy campaign could include reaching a target number of supporters or if a key influencer speaks up on the issue.

​10. CELEBRATE YOUR SUCCESS

ACTIVITY

Now, in pairs, you will share your advocacy campaign write-up. Talk with your partner about the aspect of your campaign that you are the most excited about!