Presentation on DSC Campaign, including three steps for making a plan for DSC campaign, by Aamir Ayub, Department of Journalism and Mass Communication University of Peshawar.

1. Development Support
Communication
“Campaign”
By Aamir Ayub
Department of Journalism and Mass
Communication

2. Development Support
Communication
O Development support communication is an activity aimed for
purposive change in a society to improve socio economic condition.
O It is systematic use of art and science of human communication to
persuade specific group of people to change their habits, lifestyle
and thought pattern.
O The aim of development support communication is utilization of
mass media and other available communication means for
mobilization of a specific segment of society towards o particular
change.
O The main communication of development support communication
is the message production unlike normal communication in order
to bring socio-economic change in the target society.
O Development support communication campaign
O Planning of campaign is very important it is a prime step in order to
bring a new idea in the mind of the people of society

3. What is campaign?
O Coordinated use of different educational and
communication methods aimed at focusing
attention of the target audience towards a
particular problem, idea, practice, issue etc.
O A series of actions advancing a principle or
tending towards a particular end.
O Effort or movement for motivating or educating
for grabbing attention of audiences against a
problem or issue, or for improving ideas.

4. Kinds of campaign
O There are different kinds of campaign
O Political campaign, Charity campaign, sale campaign
etc.
O In general and broader they are divided into two main
types
O 1. Proactive campaign
Campaign for controlling a situation by causing
something to happen rather than waiting to respond it
after it happens.
O 2. Reactive campaign
Campaign in response of any action, situation
change or decision, that is not suitable for the
community. Reactive means reaction or response to any
action.

5. Kinds of campaign
O A kind of campaign used in DSC
is called self-help campaign. It is
intended to provide information
and education to the target
audience so that they can
improve their lines

6. Creating a plan for Development
support communication
campaign
O There are three stages to plan a
campaign
O Analysis stage
O Identification of objectives
O Formulation of campaign plan

7. Stage 1
Analysis stage
O Careful analysis of following things is very important
O 1. Campaign title analysis
You have to see that target people are aware of the topic
How easy it is seen and describe?
How bitterly it can be demonstrated?
How much advantages it carry for target audience?
O 2. Situation analysis
One should be very much aware of the problem
How severe is the problem or opportunity for target audience?
What has created problem and opportunity?
O 3. Audience analysis
Who is your target audience?
Where they are located?
How much do they know about idea?
How much important do they consider idea?
O 4. Analysis of sponsoring agencies
Why are different sponsoring agencies important in your campaign?
How much particular sources they can provide

8. Stage 2
Identification of objectives
Three types of objectives are worked
out
O Specify amount and kind of change to
be bring
O Should clearly identify target audience
O Exact time period required for
campaign

9. Stage 3
Formulation of campaign plan
O 1. Methods
O 2. Formulate and schedule the
activity
O 3. Control

10. How to evaluate DSC
campaign?
O Evaluation is always made on
observation and collection of
evidence related to a set criteria.
O Evaluation in DSC is continues and
systematic process of addressing the
issue of the project for the community

11. Thank
You!