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University Edition UNIVERSITY EDITION CREATING AN EFFECTIVE CAMPAIGN TRAINER’S MODULE (UNIVERSITY EDITION) A ready-made workshop guide to teach others how to Development (C4D) framework as a guide. Prepared by (c/o Onyx Charity Association of Selangor) 1 ABOUT PROJECT LIBER8 Project Liber8 is a nonprofit organisation that aims to shift attitudes and behaviour toward the issue of human trafficking and exploitation through youth mobilisation, public education, technology, research and creating strong partnerships. Our mission for this project is based on the Triple-A concept; Attention, Attachment, and Action. We aim to attract the ATTENTION of citizens to the issue of human trafficking, as it is only with proper education that people are truly aware of the situation. We work towards gaining the ATTACHMENT of the public with regards to this issue so that we, as one movement can ACT together to bring change in a more effective and efficient manner. ABOUT ADVOC8 ON THE ROAD (UNIVERSITY EDITION) Advoc8 On The Road (University Edition) is a campaign designed to be a strong platform for youths to understand and learn about women migrant workers’ contributions to promote behavioural change among young Malaysians. This activity/conference/meeting is supported by the Spotlight Initiative, a global, multi-year partnership between the European Union and the United Nations to eliminate all forms of violence against women and girls. This second component of this initiative is a module on creating impactful campaigns. At the end of this workshop, youths should be able to : • Research, identify and comprehend relevant issues. • Apply critical thinking to develop solutions unique to the needs and resources of their community. • Effectively conduct campaigns and projects using the tools and resources at their disposal. • Develop proposals, manage resources, and measure the success of their campaigns. 2 OUTLINE OF MODULE Introduction • Welcome • Getting Started • Timing • What You Will Need Content Welcome Back Step 1: Know Your Audience • Identify your audience • Learn about your audiences’ knowledge, attitudes and behaviour towards the issue you’re advocating for • Ideation: Start filling up the strategic planning tool • Behavioural analysis Step 2: Strategic Design • Setting S.M.A.R.T objectives • Communication channel analysis • Developing a Communication Strategy Step 3: Development and Testing • Develop content • Pros and Cons of Outsourcing • Develop Effective Behaviour Change Messages • Pre-test Step 4: Implementation • Getting your message out there Step 5: Monitoring and Evaluation Differences of monitoring and evaluation Wrap Up Annexes • Branding Guideline (Annex 1) • Playlist (Annex 2) 3 Welcome to the Training of Trainers (TOT) Facilitation Guide This workshop guide was designed to help you teach others how to create effective campaigns. It was designed with young people between the ages of 18-23 years old in mind but many activities and modules in this guide will also work for older or younger participants. No matter who your participants may be, this workshop guide is designed to help participants in the following: • Research, identify and comprehend relevant issues. • Apply critical thinking to develop solutions unique to the needs and resources of their community. • Effectively conduct campaigns and projects using the tools and resources at their disposal. • Develop proposals, manage resources, and measure the success of their campaigns. Along with this facilitation guide, there is also a ready-made presentation that will assist you in carrying out the presentation. This facilitation guide was created by Project Liber8 for presenter/facilitators use only, in order to help interested parties share information about creating effective campaigns. This module outline is provided free-of-charge. Please email [email protected] if you have questions or concerns. Getting Started It is important that you, as the presenter or facilitator, feel comfortable with the module and activities you are going to lead. Please take the time to read through this guide and contact the Project Liber8 team if you have any questions about the activities. Remember to read the annexes in advance as well. 4 Here are some tips to help you get started! • Consider your context Creating an effective campaign could be something entirely new to many students. The activities in this workshop guide are meant to be interactive so your participants will be engaged and remember what they’ve learned! • Create an inclusive environment Come up with some clear guidelines at the beginning of your workshop to ensure that all the participants feel safe, included and respected. Make an effort to involve everyone and listen to their opinions, and encourage others to do the same. • Make it relevant The information in this workshop guide is creating an effective campaign in Malaysia and globally. To help your group understand better the process, you can: - Share examples of successful campaigns using the same method - Involve examples for the practices in the toolkit • Promote available resources Make sure your participants know that they can reach out to Project Liber8 at advoc8@projectliber8. org for mentorship assistance if necessary. 5 Timing If you did all the activities in this workshop guide it would take about 100 minutes but you can pick and choose the activities that are best for your group, in the time you have. You can also divide the activities over a few days or weeks. The time listed for each activity is an estimated minimum. ACTIVITY PAGE ESTIMATED TIME Welcome Back 8 15 minutes Step 1 : Know Your Audience 9 - 12 20 minutes Step 2 : Strategic Design 13 -16 20 minutes Step 3 : Development and Testing 17 - 19 15 minutes Step 4 : Implementation 20 15 minutes Step 5 : Monitoring and Evaluation 21 10 minutes Wrap Up 22 5 minutes Total - 100 minutes 6 What You Will Need Make the campaign present online! It is Before you get started with the workshop, make sure important to document the campaign/workshop you have the following on Project Liber8’s social media platforms. Ensure there is a designated person that will be responsible for updating these social media Participants! This workshop was designed platforms. Some universities/colleges will also with people aged 18-23 in mind but many activities need photographers and videographers present - can be adapted for different age groups. Project check with the Project Liber8 team if it’s needed Liber8 recommends a maximum of 50 participants and book the necessary services. for a workshop like this. • Remember: If you will be doing this workshop Tips with participants under the age of 18, they • Play some upbeat music (see Annex 2) as are considered children. Please check with participants arrive to help create a lively, fun the Project Liber8 team if the campaign has atmosphere and turn the music back on during the consent from the universities/colleges in breaks. involving the students to participate in this workshop. • Are your participants on social media? Let them know which hashtags they A safe, comfortable, accessible venue with can use if they post anything related room for participants to move around and work in to the workshop. The campaign’s smaller groups and space (and permission) to stick hashtags are: #Advoc8OTRUniversity things up on the walls. #SpotlightEndViolence #SafeandFair — also tag @ProjectLiber8 (Facebook, Twitter and If you will not have reliable Internet access Instagram) and @GlobalSpotlight (Twitter). during your workshop, please make sure to Encourage participants to use the official download all the relevant materials. You will also Advoc8 On The Road (University Edition) GIF/ be provided with a pendrive - make sure you have Stickers specially made on Instagram! all the latest presentations, materials and videos uploaded in it before your presentation. • Create a ‘parking lot’ — a list of questions or issues that come up during the workshop Ensure you check with the universities/ that require more information or discussion. colleges the equipment lists that are available Keep this list posted where everyone can see and prepare accordingly. Often times, we will it and add to it when needed. Try to address work with a projector, projector screen (or a clean everything in the parking lot by the end of the wall) and a simple sound system provided by workshop. the universities/colleges. You will be provided a Here is a checklist made for you! laptop and a media toolbox that contains a clicker, Ensure you have all the necessary materials before the adapters (for Windows and Mac), laptop charger workshop and other relevant materials that you may need to assist your set up. 1. Big paper 2. Markers We have provided a checklist in this guide. 3. Pens Please go through. Please go through the checklist 4. Sticky Notes to ensure you have everything prepared before 5. Role play paper strips traveling to the universities/colleges. Each activity 6. AV bag (clicker, pendrive, laptop adapter) requires some or all of the materials, you’ll find a 7. Branding related materials list included with each activity. - 2x Safe & Fair banners - 2x Project Liber8 banners There are promotional materials such as - Photographs and video disclaimer sign buntings that are compulsory to be displayed (see Annex 3) during the workshop. Please refer to the branding guidelines (see Annex 1) if needed. 7 Welcome Back (15 minutes) Objectives: • Explain the Effective Campaign workshop objectives • Play an energizer Materials needed: • Ball (for energizer) Start the session by explaining the objectives of the Effective Campaign workshop, and briefly touch on the five steps that you will be learning about today: 1. Know Your Audience 2. Strategic Design 3. Development and Testing 4. Implementation 5. Monitoring and Evaluation Then play an energizer with the group before dividing them into smaller project groups for the campaign planning segment. Choose one of the energizers below: 1. Secret Dancer Instructions: Set up the group to stand in a circle, and choose one player to be the detective.
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