What is a Key Message?

A key message is a concise statement written for a target audience that summarizes your argument and explains the actions you would like them to take.

Now that you know your Campaign type and audience, what are the key messages you will use to inspire them into action? 

If you are running an event promotion Campaign or an Institutional change Campaign, you will want to add some additional elements:

Event Promotion Campaign

Your call to action will also include the details of your events and any incentives to join.

Did you know that trees on school campuses significantly improve air quality and can reduce temperatures in warm climates by up to 10°F? They are a small environmental investment that will pay for the improved health and well-being of students in addition to school communities for decades to come. Join us this Saturday, June 15th at 10am to plant 15 new trees on our school campus. Participating students will earn 5 points extra credit in their science class.

Institutional Change Campaign

You will also include how making the change you are asking for will benefit the decision makers.

Did you know that polystyrene takes over 500 years to decompose and releases harmful chemicals into the environment during the process? These chemicals can also affect the health of students who are exposed to them when hot foods are served on polystyrene trays. We are asking the school district to replace our current polystyrene lunch trays with cardboard alternatives that are more environmentally friendly and better for our health. By doing this, our school district can protect students and become environmental leaders in the community.

Now that you have learned about key messages, enter your shared Google folder and locate the “Phase 2 Forms” worksheet located in the Phase 2 folder. Complete the questions under the Phase 2.2 section.

Use facts from the Phase 1.1 Topic Explore pages to create your messages.

NEXT STEP: Choose Your Platform

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