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:

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. Send the detective outside. When the detective has left the room, choose a player to be the “secret dancer”. They will need to pick a dance move and everyone will then start copying them.

When everyone is dancing, the detective is called back into the room and has three guesses to choose who the original dancer is. To make things interesting, the secret dancer then needs to change dance moves, and everyone needs to change with them. This allows the detective to discover the secret dancer.

Materials needed: Music, speakers

2. Catch All Instructions: Get the group to stand in a circle. Announce a category (product, topic, household items etc), throw a ball to a participant, the participant must say something relevant to the topic, then pass the ball along. Change the category as you go.

Materials needed: Ball

8 Step 1 : Know Your Audience (20 minutes)

9 Objectives: To identify and research the suitable target audience that are most suited to your messages and activities.

Materials needed: • None.

Identifying and researching your target audience is important when crafting and developing messages and activities that are relevant. Learning about your target audience helps decide the best action to take in getting your message across.

• Identify your audience.

1. Who are your target audience? Identify a primary, secondary and tertiary target audience; e.g. your classmates, schoolmates, the general public, etc.

2. Primary audience: the group of people to address directly with specific messages so that they change their behaviour.

DETAILS/ PRIMARY SECONDARYSECONDARYT TERTIARYERTIARY TARGET AUDIENCE

AGE 15 - 17

GENDER Female

LANGUAGE English

EDUCATION & Secondary LITERACY LEVELS school

SOCIO-ECONOMIC Middle class STATUS

ETHNICITY & RELIGION Malay, Chinese, Indian DLL

Tip: The more specific the persona of your target audience is, the easier it is to develop targeted messages and activities.

1. Secondary audience: the formal (and informal) social networks and social support systems that can influence the primary audience’s behaviour, including family, friends, peers, co-workers and religious networks. Be as specific as possible when identifying audiences like “teachers”, “third-year students” etc.

2. Tertiary audience: those whose actions indirectly help or hinder the behaviours of other participants. They reflect the broader social, cultural and policy factors that create an enabling environment to sustain the desired behaviour change. E.g. local government representatives, law enforcement officials, media, etc.

3. Create a persona of your target audience, with the following template:

10 • Learn about your audiences’ knowledge, attitudes and behaviour towards the issue you’re advocating for. Research is important to identify what may work best to solve problems, as well as what could be the most suitable action for your local community.

Research Tips Before you begin to come up with ideas for a project, here are some research tips to help: • Visit the library – a librarian knows all the best books you may need for your research. • Talk to people – gather the views of people in your community to add strength to an argument.

• Refer to experts – talk to someone who has knowledge and experience with your issue to get a head-start and some guidance.

• Contact government departments for reports and statistics – either online or in hard copy, these reports give you important facts and figures that strengthen your advocacy.

• Watching films and documentaries – you may even be able to borrow these from a library or community organisation.

• Collecting opinions — you can do a quick survey of the community around you to check their existing knowledge on the issue

Ensure that the information comes from reputable sources, such as websites that end with .org and so on. Examples of probably unreliable sources of information is Wikipedia, though that can be a good start.

11 • Ideation: Start filling up the strategic planning tool

Take the students through the initial stage of coming up with an idea for their campaign.

TARGET AUDIENCE PRIMARY SECONDARYSECONDARYT TERTIARYERTIARY

Desired behaviour Audience to be (What do you want your kind towards target audience to do? migrant workers. Why?

Key message of Migrant workers your campaign deserve to be treated with kindness & respect

Which platforms are Social media, i.e. you using? Twitter & Instagram (e.g. TV, radio, social media, etc.)

What genre would the Short stories media content be? & videos (e.g. drama, music, documentary etc.)

How can two-way Organise polls to communication be survey audience integrated? perceptions, and/or have interactive content for feedback

Tip: Topic ideas for anti-trafficking campaigns could include… • Safe migration • Buying ethical products • Promoting positive attitudes towards migrants, especially women migrant workers

12 • Behavioural analysis When talking about the desired behaviour, it is important to analyse whether the demand is a realistic one. Here are some questions to consider:

What are the benefits of adopting the behaviour? • Does the target audience have the necessary knowledge or capacity to practice the desired behaviour? • Do they have the motivation to practice and sustain the behaviour?

TARGET AUDIENCE PRIMARY SECONDARYT ERTIARY

Desired behaviour Audience to be kind towards migrant workers.

Migrant workers are treated with respect, and feared less.

What are the barriers Negative perceptions to the recommended of a migrant worker; behaviour change? Malaysian students are shy.

What are the factors that Making it a habit, e.g. make this behaviour saying hi to the easy to adopt? migrant worker upon reaching school every morning and/or debunking negative perceptions of them

13 Step 2: Strategic Design 20 minutes

14 Objectives: To design a communication strategy

Materials needed: None.

During this phase, the following are planned and developed: 1. SMART objectives 2. Communication channel analysis 3. Communication strategy

Setting S.M.A.R.T Objectives • The SMART goals framework is a set of criteria set up to make sure that your goals are attainable, with SMART being an acronym for Specific, Measurable, Achievable, Relevant and Time-Bound. This framework allows you to work through each of these terms in order for you to develop and successfully accomplish your goals.

• Example of a SMART Objective: After viewing this programme about migrant worker rights, 30% of surveyed viewers who interact with migrant workers on a daily basis will be able to recall three rights to which migrant workers are entitled

Breakdown:

SMART Goals Framework My Goal Is…

Three rights to which migrant workers are entitled to

Measurable (Able to measure your progress towards the accomplishment of that goal) 30% of viewers could recall

Achievable (Attainable and not impossible to achieve) Recalling rights is an achievable goal

Relevant (Within reach and relevant to your purpose or message) Viewers who interact with migrant workers on a daily basis

After viewing the programme *More detailed timeline according to programme plan

15 • Tip: What is awareness? If your objective is about ‘raising awareness’, it is important to define what ‘awareness’ means in the context of your campaign. This term can be vague, therefore it is important to be precise when stating objectives. Some examples of ‘awareness’ could be: ability to recall migrant workers’ rights, ability to recall the anti-trafficking hotline, and so on.

Communication Channel Analysis and Dissemination Strategies • It is important to understand which media platform the target audience turns to for information and entertainment, and which interpersonal sources of information are the most trusted and accessible.

• For example, do they turn to local NGOs, their teacher or their friends at school for information? Having a clear understanding of interpersonal sources will be important especially if community- based outreach activities are being planned.

• List down the communication channels available to you, as well as their characteristics to determine which is best for your campaign

TYPE OF MESSAGE CHANNEL TYPE REACH COST IS IT INTERACTIVE? (SIMPLE/COMPLEX)

Yes - E.g. Twitter Youths and Complex issues in a Free people who like simple manner, such communication can to discuss issue as a ‘thread’ go both ways

Developing a Communication Strategy • When communicating with audiences, it is important to have a strategy that enables you to engage with them in a way that compels them towards the desired behaviour you are advocating for. This can be navigated through six steps:

16 17 15 minutes

18 Materials needed: • None.

Objectives: To develop content that is suitable for the campaign. Does it work? • Explain how this step ensures the success of the campaign [by having all the concepts and materials developed, tested, revised and retested]. • Mention how important it is for a campaign to not only be informative and relevant but also to be able to evoke strong emotions to the audience that will motivate positive behaviour change and social action.

1. Develop Content • The importance of developing content is the combination of science and art. This basically means that the elements of science come in the form of scientific evidence that is needed for the message and material development. Art comes in the form of materials used for the campaign to evoke emotions and motivate the audience.

Thought Process [before designing materials] How much time? • How much time is needed for the production of the materials? • Production timelines can vary depending on the production quality, length (if video) and complexity. • Note that time should also be allocated to pre-test draft materials with samples to target audience and for consultations with stakeholders to gain their support and ultimately, will disseminate the final product.

Is there in-house capacity? • Is there capacity to produce and develop the materials? (The more the team can contribute, the better for the budget!)

If not, is there a budget to hire a creative agency and in-house capacity to manage the hired creative agency? How much is the budget?

2. Pros and Cons of Outsourcing

[In House]

Pros • Ability to make additional versions of content at low cost • Ownership over content (no copyright issues will be present as the content is yours) • Greater opportunities to manage creative direction (as mentioned, because the content is yours, you will be able to manage the direction in the creative aspect) • Lower cost (cheaper as you would not need to consult with outside parties that will charge you for it) • Greater familiarity with the issue, organisation branding, and style considerations

Cons • Not as high quality (you may not have the equipment that is needed as compared to creative agencies) • Time consuming for staff • Lack of contacts with distribution outlets (you might not have all the contacts that is needed to make this campaign a widely recognised compared to creative agencies) • Lack of awareness in trends and influencer management • Lack in technical skills

19 [Outsourcing]

Pros • Provide specialised skills and equipment • New perspective on creative direction (creative agencies have a lot of experience with different directions of art, hence they might be able to offer a new insight on how to make a campaign more interesting) • Greater understanding of communication trends

Cons • Expensive • Time consuming to find affordable agencies • Difficulties in scheduling meetings (because they are a creative agency who is most definitely dealing with other clients, they will not be able to cater all of their time in meeting up/scheduling meetings) • Delayed material • Finite amount of times to receive inputs and revisions (due to the fact that you have to hire them for your campaign, it would be stated in the contract as to how many revisions you can request for)

3. Develop Effective Behaviour Change Messages

Explain that a slogan needs to have a clear action message so that people would know what to do, rather than sending out overly negative forms of messages. Differentiate between typical [negative] messages and action messages. • Typical [negative] messages will erode trust from your target audience,it can leave them feeling alienated or discouraged, rather than motivated. • Clear action messages however make your audience believe they can make a difference/do something, encourage the target audience to model and reinforce positive/safe behaviours, and facilitate community ownership of the positive change being promoted. Differentiate negative and positive images. • Images that cast a negative light on their current behaviours will make them feel as though they are being vilified, which is less likely to result in positive behaviour change. • Image content needs to strike an emotional chord with the audience for them to care and share. • Empowering imagery of a survivor, rather than a victim, can be a positive reinforcement for the audience to take action.

4. Pre-test

The materials used for pre-testing could include scripts, storyboards, short animations, print content drafts, live drama performance and a rough cut of the media content (depending on the budget). Pre-testing should be carried out through consultations, focus group discussions, semi-structured interviews and/or other qualitative methods.

• A suitable number of people to be included in a focus group should be around 10-12 people. • Mixed groups (eg. people who vary in gender, age, nationality, age group) might not be conducive for pre-testing, as some individuals are likely to feel constrained in airing their views. • Therefore, to the extent possible, the facilitator should organise groups around shared characteristics (such as migrant domestic workers of the same nationality, community leaders, age group, employers of the same gender and nationality, etc.). • When it comes to gender, it is important to always include women for a gender-sensitised approach. • If needed, follow-up interviews can also be conducted with specific individuals to gain deeper insight into a specific issue.

20 5. 5 Elements Needed

Comprehension • Is the message clearly explained and easy to understand? Attractive • Is the message attractive enough to attract the attention and help the audience to remember facts? Acceptable • Does the message contain anything discriminatory, culturally offensive, annoying or rude? Involving • Does the audience feel that the message/material speaks to them and is about them? Persuasive • Does the message convince the audience to take the recommended action?

6. The General Pre-Testing Process

• Prepare materials needed Ensure any translation needs are taken into consideration. Make sure to have the appropriate capacity to facilitate and record the results of the consultation. It’s helpful to have a note taker.

• Test draft communication materials Such as animation storyboard, printed material drafts or recording of script with the sample of target audience using focus group discussions (FGD)

• Ask, observe and discuss Measure how much they understand and how much they remember the message.

• Modify the material based on feedback given • • Test it again - Only if the comprehension of the message is less than 70% - It is safe to assume that 70% of the audience will have a basic understanding of the message, and would consider taking action recommended and finding the materials used to be relevant, attractive, and believable.

• Modify again, if necessary.

• Produce the final version.

21 Step 4: Implementation 15 minutes

22 Materials needed: • None.

Objectives: To disseminate the message of the campaign to the masses effectively.

Managing Resources • List out your team’s existing resources, and list out what else is needed for the campaign. Can you use the resources that you have to expand further? • E.g. If you have time as one of your resources, but no designer in the team, you may look into free online platforms like Canva.

Working with People Mobilising key stakeholders who are involved in the development of communication activity should be a part of dissemination.

• There should be an established strong network of partners who are also pushing out the materials through their unique networks.

• Using traditional communication channels and interpersonal communication is ideal for stimulating and promoting behaviour change - Traditional communication channels — to reinforce messages that may be discussed through less formal outreach methods - Interpersonal communication — to strengthen engagement with audience, especially in trying to communicate more complex issues and behaviours - Explain that working with local partners can increase the impact of your campaign because of the resources and expertise that they have. They are also usually well-respected and trusted as they have been involved with social issues movements much longer.

• Local partners include: - Government agencies and NGOs working on related/relevant subject matter - Creative groups with skills in music, dance, art and theatre - Businesses that are active in the community - Community leaders and public figures - Youth volunteer groups - Schools

Managing Finances • Bring students through the process of creating a budget by using the recommended budget template, as seen below:

No. Items Quantity Estimated Cost Actual Cost

23 • Fundraising ideas Recommend students to do fun fundraising ideas, but encourage them to prioritise those that are low in effort, but high in impact. Some examples as follows: - Charity sale - Crowdfunding - Car wash

Dealing with setbacks Explain to the students that it is normal to encounter setbacks, and it is important to have a conversation as a team to resolve any issues. They would need to answer these questions together: • What is the root cause of the problem? • Who knows more about this problem than us? • Who do we need to notify about said problem? • What will happen if it is not fixed soon? • What are the impacts of the problem?

Once the questions are answered, it would be easier to come up with solutions together. Revisit the plan and see what needs to be changed.

Explain to the students that if all else fails, they should reach out to their assigned mentor or Project Liber8. We will always be here to help.

24 MONITORING5 & EVALUATION 20 minutes

25 Objectives: This section will outline ideas on monitoring and evaluation activities specific to the C4D activities. Monitoring and evaluation attempts to measure progress and results.

Distinguishing between monitoring and evaluation 1. Purpose of monitoring. • To inform. • To correct, re-orient or redesign. • To readjust communication activities and messages. • Mention that monitoring tracks activities and the changes that take place as a result of them so that adjustments can be made to the activity during implementation.

2. Purpose of evaluation • To demonstrate the longer-term impact of the project • To help determine the level of change as a result of behavioural, social and advocacy interventions • Mention that evaluation at the end of implementation measures how well the programme achieved its objectives.

3. Illustrate these differences with the example of promoting positive attitudes towards migrant workers.

26 Wrap Up

5 minutes

27 Facilitators remember to end the session with a wrap-up on how the session went. Do a quick reflection around the room to ask for everyone’s thoughts and key learnings.

Don’t forget to take a group picture with the participants and buntings/banners.

28 Annex 1: Branding Guidelines

University Edition

Annex 2: Music List Spotify Playlist Link (2 hours)

• Might Not Like Me by Brynn Elliott • High Horse by Kacey Musgraves • Good as Hell by Lizzo • Run the World (Girls) by Beyonce • Sit Still, Look Pretty by Daya • Girls Just Wanna Have Fun by Cyndi Lauper • Most Girls by Hailee Steinfield • Independent Women Pt. 1 by Destiny’s Child • That’s My Girl by Fifth Harmony • Fight Song by Rachel Platton • Salute by Little Mix • Stronger (What Doesn’t Kill You) by Kelly Clarkson • Try by Colbie Caillat • Girl on Fire by Alicia Keys • Brave by Sara Bareilles • Who Says by Selena Gomez • Wings by Little Mix • Brown Skin Girl by SAINt JHN, Beyonce, WizKid, Blue Ivy • Water Me by Lizzo • Wonder Woman by Lion Babe • My Power by Beyonce, Nija, Busiswa, Yemi Alade, Tierra Whack • Don’t Call Me Angel by Ariana Grande, Miley Cyrus and Lana Del Rey • Thinkin’ Bout Me by Chloe x Halle • Bigger by Beyonce • Freedom (feat. Kendrick Lamar) by Beyonce • Love Myself by Hailee Steinfield • God is a Woman by Ariana Grande • You Should See Me In A Crown by Billie Eilish • Scars To Your Beautiful by Alessia Cara • No Tears Left To Cry by Ariana Grande • Rescue by Yuna • Survivor by Destiny’s Child

Annex 3: Photographs and Video Disclaimer Link to sign.

29 30