Phase 2 Inforgraphic

Identifying Your Campaign Type

Even the most powerful person in the world can’t solve the Climate Crisis alone. We need a lot of people to pitch in to help. That goes for your project, too. You’ll be leading an “advocacy campaign” to convince people in your community to support your Climate Solutions Campaign project. There are three different types of advocacy campaigns: Public Education and Action, Event Promotion, and Institutional Change.

Identifying your campaign type will help you choose your target audience, develop compelling messages to reach that audience, and determine the best way to deliver your messages to your audience.

Campaign & Audience Types

Target Audience

Your target audience refers to the specific group of people that you are trying to influence into action with your campaign. When you ask someone to take action, you should craft a message that highlights things that are important to them. People pay more attention to things they find familiar, relevant, and important. It’s important to identify who your target audience is so you can craft your campaign messages with them in mind, and decide the best ways to reach them.  

The second audience, the “stakeholders,” are made up of people that matter the most to the decision makers you’re trying to influence. They can be the people that the institution depends on to exist. If you can show that the majority of stakeholders support your project, then the decision makers are much more likely to agree with you. 

Now that you have learned about different Campaign types and target audiences, decide which campaign type you will be using and the best audience to target.

Enter your shared Google folder and locate the “Phase 2 Forms” worksheet located in the Phase 2 folder. Complete the questions under the Phase 2.1 section.

NEXT STEP: Learn how to write key messages

Looking for Another Page? Head over to the Campaign’s Table of Contents.