CAMPAIGN DEVELOPMENT QUESTIONS
Step 1: City communication resources. Asset Mapping Exercise 1
What communication capacities do your city and extended stakeholder group currently possess?
1. Does the city and/or partner agencies have strategic communication policies and plans? Is HIV/AIDS and/or youth behaviour-related communication part of these plans? 2. Do you have a press department? How active is it? For example, how many press releases are released in a year? How many press conferences are organized in a year? 3. Do you have spokespeople who are experienced at dealing with the media? Who are they? What topics/issues are they particularly qualified to talk about? 4. Do you have press contact lists? When were they last updated? 5. Do you have your own newsletters, TV/radio time slots or print/Internet-based publication space? 6. Do you have regular access to local TV, radio, print or Internet- based media? 7. What kind of HIV/AIDS communication campaigns have you run in the past?
Please select an example of a successful and a less-successful campaign and fill in the attached case study sheet. Step 2 : Make a list of all major media outlets (print, television, radio, Internet-based blogs, etc.) in your city and identify a contact person for HIV/AIDS and youth behaviour information for each outlet. Asset Mapping Exercise 2
Type of Outlet Name of Outlet Contact person Contact details
TELEVISION
RADIO
INTERNET
OTHER Step 3 : Identify the HIV/AIDS communicators in your information marketplace. Asset Mapping Exercise 3
Select three key print media (newspapers or magazines) and review all articles printed on HIV/AIDS and youth behaviour over a three-month period in 2009. Then use this data to answer the media audit questions below.
1. Are HIV/AIDS health issues being covered in the news? By whom? In which channels?
2. What are the main themes and arguments presented on various sides of the issue?
3. What’s missing from the news coverage?
4. How are issues being framed?
5. Who is reporting, campaigning, advertising on HIV/AIDS stories/products related to it?
6. Who are appearing as spokespeople?
7. Who is writing op-ed pieces or letters to the editor?
8. What solutions are being proposed? By whom?
9. Who is named or implied as having responsibility for solving the problem?
10. What stories, facts, or perspectives could help improve the case for this campaign? Step 4 : Selecting your HIV/AIDS & youth campaign focus
Criteria for selecting a particular issue might include the following:
1. Will a solution to this problem or issue result in a real improvement in people’s lives? 2. Is this an issue or problem we think we can resolve? 3. Is this an issue or problem which is fairly easily understood? 4. Can we tackle this issue or problem with the resources available to us? 5. Is this an issue that will attract support or divide us? (ICASO 1999, reprinted 2002)
Issue: ______
Criteria to be applied (list): Reply for this issue: Step 5 : Targeting
1. Who will be the primary and secondary target groups for your campaign? 2. What media channels will you use to reach them? 3. What intermediaries will you use?
Target group Primary/ Media channel(s) to be Intermediaries to be Secondary used used Step 6 : Getting to know your target audience, developing your messages: formative research
For your selected target audience, convene a small focus group (8-10 persons)
Brief details of focus group 1. What is their current knowledge, attitudes, and behaviour related to the subject? 2. What further information do they need? 3. What are their myths and misconceptions about the topic (if any)?
When campaign messages are developed, test these with the group:
o To assure appeal, appropriateness, understanding, clarity, and personal relevance of materials o To check for comprehension and cultural appropriateness
Message tested Feedback/comments Step 7 : Framing
1. What is the dominant framing of HIV/AIDS issues in your city?
2. What opportunities exist for re-framing? Step 8 : Stakeholder analysis
Develop a stakeholder map:
1. Who are the key stakeholders? 2. Who are your supporters and who are against you? 3. How much power do these stakeholders have? 4. How can you win their support or counter their opposition?
Stakeholder Supporter or Relative power? Action to win support/counter Opponent? opposion Step 9 : Strategic campaign plans - SMART
1. What are your campaign objectives? Are they Specific? 2. How will you Measure whether you accomplish them? 3. Are your objectives Achievable or aspirational? 4. Are your objectives achievable with the Resources you have available? 5. Are your objectives achievable within the Timeframe of your project?
Objective Is it What will you Is it What resources do What is the specific? measure? How? achievable? you need/have? timeframe? Yes/No Yes/No Step 10 : Addressing obstacles and taking advantage of opportunities
1. What obstacles do you foresee that might limit or prevent the success of your campaign?
2. How might you be able to overcome them?
3. What opportunities exist that could strengthen the timing or impact of your campaign? Step 11 : Evaluation
1. How do you plan to evaluate your campaign?
2. What will you measure? Remember, you can measure process and/or content outcomes.
3. Who is going to undertake the evaluation? Will internal or external evaluators be used?
4. Will project participants be involved in the evaluation process? How?
5. How will the results be reported? Will the results be made public?
6. How will the results be used to inform future planning and interventions?
7. Have adequate resources been allocated for evaluation? What resources will be required/ available? Step 12 : Advocacy is about taking a developmental approach
Whatever the focus of an advocacy action, the process of identifying the issue, analysing the political context, mapping the information marketplace, engaging others, developing, implementing and evaluating a strategic approach provides a critically important opportunity for personal and professional development.
The process of articulating priorities, interests and rights through planning advocacy can be as important as the act of claiming them through political organising. Acquiring and practising advocacy competencies, such as strategic planning, networking, communication, etc., will strengthen all participants’ capacities to help their institutions, communities and systems to have a more sustainable positive impact on the health of current and, importantly, future generations.
Use this space to reflect on the process and how you think it has helped personal and professional development of the individuals and organizations involved, and it's usefulness for future campaigning: Annex 1 Campaign Case Study Report
Issue of focus (the problem)
Setting for action (e.g. country, location, hospital, community, etc)
Policy solution proposed
Primary Target Audience—Decision makers being asked to make policy change
Secondary Target Audience—Influencers engaged in initiative
Messages, Media Channels and Methods used
Outcome of Initiatives
Evidence of evaluation
Contact information