This document provides guidance on effective campaigning. It emphasizes that campaigns need a clear message that addresses what needs to change, why the audience should care, and how they can help enact that change. It also notes that smaller, grassroots campaigns may need to be more creative with limited resources. Examples are provided of campaigns that drew people in through humor, pathos, or direct engagement with companies and consumers. The overall message is that an effective campaign conveys its goals in a memorable way through various online and offline mediums.

1. The simple guide to
effective campaigns

2. Why campaign?
• The only reason to campaign is to make a
change.
• That could be to change:
• To individual attitudes
• Individual behaviour
• Groups of people (attitudes / behaviour)
• Governments (attitudes / laws / etc)

3. The message
• To effectively campaign – you need to be clear
of your message.
What Why How
What
needs
to change?
Why should
we listen?
How can we
act?

4. Ad campaigns
• What: use / eat / our product
• Why: It’s great How: buy it

5. Why?
• It’s the why that changes most in adverts
• Some make the product look amazing
• Some suggest you would look / feel amazing
• Some make you want to be associated with it

6. Sports Relief

7. Sports Relief
• Really clear message
• What – we want to raise money for loads of
good causes.
• Why – because people are suffering
• How – by taking part in fun sporting activities
and / donating money

8. But…
• Sports Relief and Comic Relief have loads of
money and backing etc.
• When you campaign, you need to start smaller
and be a bit more creative.

9. • This charity wanted to show people that big
companies make sure they always win.
• They wanted to get this message across to as
many people as possible in a way that they
might remember.
• Here’s what they did.

10. Just do it!
• Toy Like Me wanted to make toys more
inclusive.
• So they just made them and encouraged
others to do the same.
Here’s Mr Potato Head with a hearing aid

11. Just do it!
Here’s Aladdin with a guide dog

12. Just do it!
Here’s Lottie in a wheelchair

13. Some draw you in…

14. Some draw you in…

15. This is a winning campaign.
What is good about it?

16. Here’s another amazing video

17. And then they made it better

18. It doesn’t have
to be online
Let Toys Be Toys get in
touch directly with
shops asking them to
stop labeling toys
‘boys’ and ‘girls’.

19. It’s about delivering a message
• You can be:
• Funny
• Sad
• Angry
• Traditional
• Passionate
• Online
• Offline
• And you can do it:
• In a quiz
• On a video
• With a picture
• singing a song
• Playing a game
• Creating a book
• Making a toy
Just make your message clear!