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?

  • How to differentiate between a “good” or “bad” strategy
  • How to translate your organization’s or program’s vision into a good campaign objective
  • How to set a good campaign objective and why it really matters
  • How to identify barriers and obstacles that get in the way of changes your campaign wants to bring about
  • How to choose the best approach to overcome the barriers and obstacles identified above
  • Why social or behavior change campaigns must be driven by a “creative idea” and what you can do to make your campaign more “creative”
  • How to select, plan, and budget for the right activities or channels for your campaign
  • How to harness the power of each media, including social media
  • How to set and measure the indicators for your campaign

Some of the concepts or tools you will learn about

  • Influence map
  • Empathy map
  • Behavior journey
  • “From/to” matrix
  • The elephant and the rider and Fogg model
  • Behavioral economics
  • Moral foundation theory
  • MINDSPACE model

And of course, a lot of practices! You will be developing a campaign, from the strategy, activity and media plan, creative theme, up to prototypes of campaign material.