This document provides guidance on creating an effective awareness campaign, including how to segment audiences, identify influencers, develop clear messaging, test communications, engage audiences through various social media channels, and plan resource needs. The key steps are to start with clear goals and objectives, understand your target audiences, engage influencers, develop a simple and tested message calling people to action, and encourage sharing your content and stories through various online and offline channels. Proper planning and resources are needed to implement an effective campaign.

1. w i t h
How To
Create An Awareness Campaign

2. In this workshop you will learn how to
create a social media strategy that
matches your organisation's goals
and resources. You will take away
new ideas and a clear plan for
moving forward with your next
campaign.

3. Since informing the public is often
regarded as the first step effecting
change, raising awareness is often
the first activity any advocacy
group engages in.

5. Start Here

6. Having clear communication
goals and objectives will help
build your strategy

13. Geography
• National
• Regional
• Local
• Urban
• Rural
Socio-
Demography
• Age
• Sex
• Income
• Occupation
• Education
Psychography
• Lifestyle
• Attitudes
• Preferences
• Interests
Behavioural
• Relevant
behaviour
• Duration of
behaviour
• Readiness
to change

14. Normally an organisation has too many
segments it would like to reach.
Targeting is about choosing which ones
to prioritise.
Segmenting and prioritising audiences
improves reach, enhances relevance and
helps put your resources to the best
possible use.

15. Influencers Are Message Catalysts!
They are people, sometimes
celebrities or influential figures in
your sector, sometimes ordinary
citizens who are passionate about
what you do and have a lot of
connections on social networks,
with the power to amplify your
message.

16. Doctors
Nurses
Health Care Professionals
Supporters
Volunteers
Donors
Activists
Bloggers
Celebrity supporters
Celebrity activists

18. Influencer
1k+
Connections
Topics
Prior
Interaction
50+ Klout
Score
Your
Database
Start Here!

19. Do they represent your values?
Celebrities and well-known
public figures can bring
tremendous attention to
your campaigns, provided
they are talking about
things that matter to your
audience.

23. Once you’ve identified your audience
map this information to social media
behaviour
• How can I reach my audience?
• Where do they hang out online?
• What are they reading/sharing?

24. • Surveys (Survey Monkey)
• Polls (PollDaddy; Facebook; Twitter)
• Publically available reports

32. One simple message that
calls for a clear action
to be taken

33. Pre-testing communication materials will
help ensure the audience understands the
message in the intended way and prevents
wasting campaign resources.
Test with focus groups,
through online surveys
and discussion groups.

34. When Oxfam International wanted to create a
message that would encourage people to
pressure their governments to invest in
education in developing countries, they used
evidence that shows that education reduces
poverty levels to develop this message:
“Basic education helps break the cycle of
poverty”
However, when they tested this message on
focus group audiences they found it did not
motivate them to act. Instead they found that
this simpler message received a much
stronger response:
“Education is every child’s right”

37. • Well-designed content
• Include hyper-links to campaign
• Include deadlines
• Encourage forwarding to others
• Collect e-mail addresses
• Provide opt-out function for those
who want to be removed from list

38. A podcast is a digital audio or video file that can be saved for playback
on a portable media device or computer

39. YouTube
Vimeo
Facebook
Facebook Live
Google Hangout
Periscope
Vine
Instagram
Snapchat
snapchat.com/add/humanrightscampaign
Human Rights Campaign

40. *Add your own
graphic elements
*Add music

41. WordPress
Blogger
Tumblr
Medium
LiveJournal

47. www.nonprofitmarketingguide.com

48. • Google Docs
• Evernote
• Trello
• Slack
Use these free tools
generate ideas, take notes,
and collaborate with team
members

51. Encourage users to share their stories and participate in
message creation. Make it easy to get involved.

59. • Social Oomph
• Tweetdeck
• Hootsuite
• Buffer

60. Identify resources necessary
to implement your campaign

65. THANK YOU!
Marie Ennis O’Connor
socialease@live.ie