Campaign for social change

Class Duration

4 sessions
9:00-12:00

Location

Online via Zoom

Price per person

IDR 2.499.000

Available schedule

7-8, 13-14 July 2021

19, 21, 26, & 27 October 2021

Don’t find any suitable schedule? Leave your email, we will contact you later.

Who is it for?

Program managers or communication specialists in nonprofits, whose programs aim to shift public opinions, influence public policies, or change behavior.

Why do you need it?

Nonprofits live and breathe to make changes. The public campaign remains a powerful vehicle to bring about those changes, even more so in the days of social media proliferation.

But many program managers or communication specialists are not conversant with practical tools and fresh frameworks to plan and execute effective campaigns. Neither they have access to the arts and methods from the masters of persuasions in the advertising and PR industry ―until now.

What will you learn?

In four half-day sessions (9.00 – 12.00 WIB) with individual practices session (12.00-14.00 WIB), you will learn:

Session 1
Becoming a true strategist: what a good campaign strategy looks like
By the end of this session, each participant will be able to:

  1. Differentiate between good and bad campaign strategies.
  2. Translate your organization’s or program’s vision into a good campaign objective.
  3. Set a good campaign objective and why it really matters.

Session 2
Campaign strategists as puzzle solvers: identifying the underlying cause and the right approach
By the end of this session, the participants will be able to apply a suitable or appropriate framework that helps uncover campaign obstacles (what stands in between) and choose the approach of the campaign strategy.

Session 3
Campaign strategists as puzzle solvers: using behavior economics as communication approach
By the end of this session, each participant will be able to:

  1. Analyze their campaign issue from behavioral economics approach.
  2. Apply a suitable or appropriate framework that helps uncover what stands in between and determine the approach of the campaign strategy.

Session 4
Designing your campaign from creative ideas, activities planning, and evaluation
By the end of this session, each participant will be able to:

  1. Write a clear and concise creative brief using the steps outlined.
  2. Generate ideas for digital-social campaigns beyond the basics using Media Needs tools.
  3. Sequence executions using three-act story structures.
  4. Prioritize executions using the impact-feasibility map or Mitcoin tool.
  5. 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.

Available schedule

7-8, 13-14 July 2021

19, 21, 26, & 27 October 2021

Don’t find any suitable schedule? Leave your email, we will contact you later.