In the two-workday session, you will learn how to:
Day 1What a good campaign strategy looks like- Differentiate between good and bad campaign strategies
- Translate your organization’s or program’s vision into the campaign objective
- Develop the theory of change for your campaign
Identifying the underlying cause and the right approachBy the end of this session, the participants will be able to apply a suitable or appropriate framework from behavioral science to identify obstacles (what stands in between) and choose the approach of the campaign strategy.
Day 2Designing your campaign from creative ideas, activities planning, and evaluation- Write a clear and concise creative brief
- Generate ideas for digital-social campaigns
- Develop a plan to monitor or evaluate a social campaign.
Some of the concepts or tools you will learn about:
- Theory of change
- Empathy map
- “From/to” matrix
- “Get-to-by” format for a campaign approach
- Fogg’s behavior model or “the elephant and the rider”
- COM-B behavior model
- Moral foundation theory
- Media needs framework
And of course, a lot of practices! You will be developing a campaign, from the strategy, creative direction, and activity and media plan.