M O D U L E 2

HOW TO DESIGN A
D I G I TAL CAM PAI G
N

Digital Advocacy Center Training

G O A L S O F T H I S T R AI N I N G

After this training, you should have a

strong understanding of:

1 How to design a campaign

What Grassroots and Grasstops supporters are and

2 how they help you achieve your campaign objective

3 Four ways to leverage social media within your

campaign
 CAMPAIGN DESIGN PROCESS:
GO STRONG

Strategy Result New Insight

How we will win What were the metric What conclusion can
results of executing we make about the
our campaign the tactics? impact of our tactics

Goal/ Tactic Outcome Goal Revisit

Objectives What was the How do these
What are the impact on the conclusions
What is the policy measurable
activities objective, did the impact our
outcome? planned to results help strategy and
Objective: what is achieve policy tactics moving
execute success? forward
immediate step in
policy process the strategy?
 CAMPAIGN DESIGN PROCESS:
INITIAL CAMPAIGN

Strategy Result
How we will win What were the metric
results of executing
our campaign the tactics?

Goal/ Tactic Outcome

Objectives What are the
What was the
impact on the
What is the policy measurable
objective, did the
outcome? activities planned
results help
Objective: what is to execute the
achieve policy
immediate step in strategy?
policy process success?
 CAMPAIGN CYCLE: MEASUREMENT
AND EVALUATION

New Insight Measuring and evaluating campaign tactics and

What conclusion
their outcomes drives insights for future planning
can we make
about the impact
of our tactics

Outcome Goal Revisit

What was the How do these
impact on the conclusions
objective, did impact our
the results help strategy and
achieve policy tactics moving
success? forward
 SUCCESS STORY: SENEGAL
LISTAB CAMPAIGN

• Youth 18-34 very active on social media

• Explosion of youth population, seen as an

important political constituency

• Campaign focused on building a brand that

appealed to youth as primary target audience to
drive pressure to pass a strong TC Bill in
Parliament
EXAMPLE-DAFA JOT!
 CAMPAIGN DESIGN: S
ENEGAL CASE STUDY

Result New Insight

Objectives
Pass a comprehensive
tobacco control law
10,000 petitions; Grassroots awareness and
450 personal messages pressure a key lever to
pressure government
150+ advocates at hearing
15 KOLs stakeholders

Tactic Outcome Goal Revisit

Generate public Bill Passed and Continued campaign
awareness, President signed push for law
grassroots action, into law! implementation
drive media focused on grassroots
stories and activities
engage KOLs
 BUILDING A CAMPAIGN:
FOUR BUCKETS

GRASSTOP
Decision Makers &
Key
S Traditional Media
Opinion
Leaders

POLICY
OUTCOM
E

Public Awareness Public Action

GRASSROOT
S
 BUILDING GRASSROOT
AWARENESS

GRASSTOP
Traditional
Leaders S
Media

POLICY
OUTCOM
E

Public
Public Action
Awareness

GRASSROOT
S
 B U I L D I N G G R AS S R O OT S AWA R E N E S S :
3-STEP FUNNEL

Awareness
Step #1 Step #2 Step #3

Commitment Test broad themes Connect themes Commit activists

and content to attract to urgent issue/ to take actions
large following goal objective at that will solve the
hand issue
Ownership
 E N GA G I N G A RT I ST S A N D
Y O U T H -AP P EALI N G C O N T E N T
B U I L D I N G G R AS S R O OT S AWA R E N E S S :
3-STEP FUNNEL

Harms of Tobacco

Awareness
Threat of Tobacco
Industry

Commitment

Dafa Jot! (It’s Time)

Ownership
 MOBILIZING GRASSROOTS
ACTION

GRASSTOP
Decision Makers
& Key Opinion S Traditional Media
Leaders

POLICY
OUTCOM
E

Public Awareness Public Action

GRASSROOT
S
 MOBILIZING THE PUBLIC:
LADDER OF ENGAGEMENT

Organize an activity
Offline
Host an event
Actions
Attend an event

Submit written/creative testimonial

Forward to a friend
Online
Actions Email decision makers

Submit online comments for hearings

Sign an online petition

Like, share and follow on social media

 MOBI LIZIN G T HE PUB LIC:
S E N E G A L E XAM P LE

Offline
Actions
Attend an event

Online
Actions Email decision makers

Sign an online petition

Like, share and follow on social media

P E T I T I O N A S A P R I MA RY
E N GAG E M E N TT O O L
ACTION TO WRITE YOUR MP

1
Over 350 personalized messages to Members
of Parliament
2
Messages printed out and displayed at key
Parliamentary meeting to show public support
PA R L I A M E N T H E A R I N G W I T H
GRASSROOTS SUPPORTERS
GRASSTOPS ENGAGING INFLUENCERS
AND DECISION-MAKERS

GRASSTOP
Decision Makers
& Key Opinion S Traditional Media
Leaders

POLICY
OUTCOM
E

Public Awareness Public Action

GRASSROOT
S
 GRASSTOPS: INFLUENCING
DECISION MAKERS

Direct Engagement

1 Decision makers who are

active on social media
Both positive and negative
2 feedback

3 Images, quotes and videos

4 Online advertising

5 Promotion and ‘calling out’

on social media channels

6 Display at meetings/ hearing

Senegalese Member of
Parliament Endorsing No Smoke 7 Traditional media coverage
Revolution Campaign
 GRASSTOPS: KEY
OPINION LEADERS

Secondary Targets Secondary Targets

Key opinion leaders/influencers of decision-maker
1 Key opinion leaders/influencers of
decision-maker
Social Influencers: cultivate supporters with large followings
2 Social Influencers: cultivate
supporters with large followings

Senegalese Artists and

Musicians Supporters
Video Series
 GRASSTOPS: TRADITIONAL MEDIA

GRASSTOP
Decision Makers
& Key Opinion S Traditional Media
Leaders

POLICY
OUTCOM
E

Public Awareness Public Action

GRASSROOT
S
GRASSTOPS: SENEGAL EXAMPLE
KEY OPINION LEADERS

Secondary Targets
1
Key opinion leaders/influencers of
decision-maker
2
Social Influencers: cultivate
supporters with large followings
SENEGAL EXAMPLE: GRASSTOPS
DECISION-MAKERS

Direct Engagement
1
Members of Parliament take photos
showing campaign symbol; posted online
2
Images, quotes and videos to hold
President accountable to sign law
3
Comments printed out and displayed at
meetings/public hearing
 GRASSTOPS: TRADITIONAL
Packaging a story
supported by social media
for earned media
Personal narrative example
Visual elements
New developments
Data/report release
MEDIA
Journalists monitoring
social media
Take advantage of known
1 media events (speeches,
1
events etc.) by preparing
social media responses in
2
advance
3 2 Engage directly with
journalists
4 3 Reposting favourable coverage
and asking people to share
 H U N D R E D S O F P E R S O NAL M
E S SAG E S HAN D - D E LI V E R E D
PA C K A G E S R E A D B Y M P S
ON THE FLOOR
 EXERCISE: CAMPAIGN P LA N N I N G

• Differentiate clearly between

strategy and tactics
• Use the campaign objective
from your first exercise to
identify the tactics for the four
buckets comprising of
Grassroots and Grass tops
targets
• It is not mandatory to us all the
four buckets. Only use what is
necessary in your campaign.

• Check out the menu of tactics

provided in the worksheet for
ideas to get started
 You have now completed MODULE 3 of 12 of Track 1.
NEXT STEPS You can move on to Module 4 or go back and finish any modules you
: have not yet completed. Module 0 is compulsory.

Use this table to navigate through the remaining Track 1 modules

TRACK 1: MODULES STATUS
0: IS YOUR ORGANIZATION DIGITAL READY?
1: HOW TO USE DIGITAL TO WIN YOUR CAMPAIGN
2: HOW TO DESIGN A DIGITAL CAMPAIGN
3: HOW TO CREATE A POWER MAP FOR YOUR CAMPAIGN COMPLETE
4: HOW TO CREATE A MESSAGING FRAMEWORK FOR YOUR CAMPAIGN
5: HOW TO MANAGE CONTENT & COMMUNITY ONLINE
6: HOW TO CREATE & USE A FACEBOOK PAGE
7: HOW TO CREATE & USE A TWITTER ACCOUNT
8: HOW TO SET UP AND MONITOR INDICATORS OF SUCCESS
9: HOW TO USE FACEBOOK INSIGHTS
10: HOW TO USE TWITTER ANALYTICS
11: HOW TO USE DIGITAL TO SUPPORT YOUR LOBBYING EFFORTS
12: HOW TO SUPPORT IMPLEMENTATION OF POLICIES WITH DIGITAL
THANK

YOU