A wide array of communication techniques and tools are used in campaigning.
To make the most efficient use of resources, the choice of tools must be based on a thorough analysis of the target audiences and the communication channels most likely to reach them. For example, if targets use the internet as their main tool for gathering and exchanging information, then the message should be promoted via the internet (“e-campaigning”), and only minimal, complementary use of print materials needs to be made (e.g. posters that advertise for the campaign website).
Combining a strategically planned, balanced mix of communication channels, techniques and tools increases the chances of attracting targets’ attention and prompting them to take the desired action. In a context of limited resources for campaigning, it may not be possible to produce the ultimate set of communication resources. Careful planning, pre-testing and monitoring will help to make the most of a small budget.
Bear in mind:
- All communication tools should repeat the key points of the campaign message, which brings together the problem, the solution and the action targets are invited to take. Even a weekly e-newsletter for campaigners should reiterate the campaign message as a central reference for all campaign communication.
- Poor quality tools may damage the campaign and waste resources. It is advisable to plan ample time and resources for the development of high quality, effective tools. In large-scale behaviour-change campaigns that do not build on a tested model, it tends to take about one year to develop, pre-test, adjust and re-adjust campaign materials until they are of the necessary quality to effectively reach their targets.
Example: Bell Bajao! – Ring the Bell is a multi-media campaign launched in 2008 by Breakthrough, a US and India-based human rights organization. It appealed to men and boys in India to take action, whether by speaking out or ringing a door bell, to make sure women in their communities could live free of domestic violence. To connect with audiences across the nation, the campaign used a balanced mix of carefully selected communications tools and techniques, including print, television, radio, touring video vans and the internet to air its award-winning public service announcements, alongside community mobilization activities such as street theatre, public forums and training for young rights advocates. It also developed a range of educational materials such as a campaigner’s toolkit, and a discussion guide on domestic violence in English and Hindi.
Read the Bell Bajao case study.
To learn more about the campaign, visit the Bell Bajao website.