OPTIONAL: Capstone Project - How to Create a Campaign

Aug 8, 2019 by Rachael Bell-Irving

Youth have the power and the ability to shape the world that they will be living in for the years to come. With effective communication, your voice has a major impact on the current decision-makers and helps to propel you to be change-makers yourselves. 

In order to make the change you wish to see,  you need to have a plan for how this can be accomplished. A campaign is a planned promotion of a specific message intended to achieve a goal with a clear beginning and end date. Campaigns are creative and don’t all have to include the same elements.

If you would like to dive deeper into your campaign, the 8 steps outlined below will help to ensure your success. 


Define the Problem You Wish to Address: A well-defined problem is specific and will help you keep your campaign focused.

Undergo Market Research: Understand what and how others are talking about the issue you are trying to solve through your campaign. Ensure that you gather as much data possible to help inform your campaign’s mission (step 3).

Define Your Campaign Mission: Based on your market research, define how and who your campaign will target and your desired goal. Remember to make your campaign specific (based on your market research) and your goal attainable so that you set your campaign (and yourself!) up for success.

Select Your Strategy: The strategy for your campaign is how exactly you hope to effect change. Do you want to change laws, or change business practices, or change behaviors? Your campaign strategy will define how you create your entire campaign, your message, marketing communications strategies, and what tactics you will use to ensure you reach your goal. At this stage, it is also important to define your call to action, which is the primary way that your audience will engage with your campaign.

Define Your Metrics of Success: One of the most important aspects of campaigning is being specific about your goal and how you will measure your success in reaching your set goal. Make sure to set a series of metrics so that you can track your campaign's success along the way.

Recruit Your Campaign Team: Based on the skills you think your campaign will need to be successful, create a list of team players you will need to help you reach your goal. Campaign teams often consist of people in charge of tasks like managing money and volunteers, communications, art or web, etc.

Establish a Budget: Your campaign might require different things to be successful, and often those things cost money. A budget is a tool to help you identify the things you need, how much they will cost, and how much money you might need to raise. It also helps you communicate your plan to people who want to help you.

Launch and Manage Your Campaign: Once your campaign is designed, it’s ready to get your message out there! Make sure to go through your launch checklist, that you'll find later in the planner, to ensure your campaign starts off for success.

These steps were created by the Captain Planet Foundation for the purpose of the Ocean Heroes Bootcamp

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