Assignment on

Development Communication
Submitted to: Sir Shifayat

Submitted by: Muhammad Shakeel(44)

Govt. College of Science Wahdat Road

Lahore
Concept of campaign:

 A campaign is a planned set of activities that people carry out over a period of time in
order to achieve something such as social or political change.
 A campaign is any series of actions or events that are meant to achieve a particular result,
like an advertising campaign of television commercials and Internet ads that tries to
convince kids to buy bubble gum-flavored toothpaste.

Health campaign:

A health campaign is a type of media campaign which attempts to promote public health by
making new health interventions available. The organizers of a health campaign frequently use
education along with an opportunity to participate further, such as when a vaccination campaign
seeks both to educate the public about a vaccine and provide the vaccine to people who want it.
When a health campaign has international relevance it may be called a global health campaign.

Health education:

Many diseases and medical problems have a "health education campaign" or "awareness
campaign" associated with them. The goal of such a campaign is to make people conscious of the
impact of diseases and to provide them information about the disease if they want to learn more
about it.

Eradication of infectious diseases

Various health campaigns have taken the goal of eradicating infectious diseases. In such
campaigns the organizers recruit the public to participate in the campaign by talking about it with
others and encouraging others to participate.

Behavior modification campaign:

An organization may organize a campaign which asks for participants to change their behavior in
some way. Examples of such projects are smoking cessation campaigns which ask people to quit
smoking, HIV prevention campaigns which ask people to do things such as use condoms to
reduce HIV infection risk, or exercise campaigns which encourage people to engage in physical
activity for health.

Organizations as campaigns:

In some cases the work of an organization may itself be a health campaign. This may happen
when, for example, an organization exists to provide health information or medical resources to
anyone who requests them. The organization itself may conduct a series of health campaigns,
and its entire operation may be called a health campaign.
Definition of 'literacy campaign:

A campaign designed to reduce illiteracy and promote literacy in a country, area, etc

Example

 This followed an adult literacy campaign in the mid-1970s that had demonstrated the
scale of educational deprivation among the adult population.Brown, Muriel & Payne
Sarah INTRODUCTION TO SOCIAL ADMINISTRATION IN BRITAIN (1990)
 His five-year plans, literacy campaigns and even the imprisoning of dissidents and poets
actually worked in an odd sort of way.

6 Simple Steps for Successful Campaign Planning

Whether you’re you looking to win support for an issue, impact policy, or inspire donors to take
action and give, a campaign rarely succeeds without a solid, thoughtful campaign planning.

At Network for Good, we’ve always been big fans of Spitfire Strategies’ original Just Enough
Planning Guide as a primer for doing just that. We’re happy to announce that the folks at Spitfire
are back with an interactive road map to successful campaign planning with their Planning to
Win: The Just Enough Guide for Campaigners™. The new Planning to Win toolkit builds on the
original concept and provides nonprofit changemakers and campaign organizers with a nice set
of resources to create an effective strategy.

Inspired by the new guide, here are six key steps to putting your campaign plan together:

1. Define the Victory

It’s important that everyone agrees on the core goal or goals of your campaign. You also need to
make sure the definition of your campaign’s success is specific and actionable. What exactly are
you trying to accomplish? How will you know that you’ve hit your goal?

2. Evaluate the Campaign Climate

Once you clearly define your campaign win, it’s time to evaluate the climate in which you’ll
deploy your outreach. When you understand what’s going on with your issue or audience, you
can plan to maximize the positives and strengthen any weaknesses. Identify what’s already
working in your favor and what obstacles might cause your message to get lost or be
misunderstood. Some questions to help you evaluate your issue’s climate:

• Is your issue hot on the agenda or stuck in limbo?

• What is the current conversation around your issue?

• Who is the opposition and what is their agenda?

• Who else is working on this issue?

• What current events or opportunities can you use to your advantage?

3. Chart the Course

Lay out the series of milestones that you must hit on your way to reach your goal. Ideally, these
steps should build off each other and indicate that your campaign is gaining momentum. Focus
these milestones on the desired outcomes, rather than the tactics themselves. For example, if
your campaign will reach out to local businesses to gain sponsors, your milestone should not be
pitching these business owners. Rather, it should be that you reach your desired number of
confirmed business partners for your cause.

4. Choose Your Influence Strategy

Along with each step, understand the decision makers who will determine your success. These
may be voters, business partners, or public officials. Then, find out who will have the most
influence on these decision makers. These are the people you want to reach and activate to help
your initiative gain momentum. Warning: avoid naming broad groups such as “the general
public,” “voters” or “women.” Just as you did with your campaign goal, get very specific about
your influencers so you have a clear picture of the kind of person you need to reach to achieve
victory.

5. Message for Impact

All campaigns benefit from a message platform that provides everyone in your organization with
a consistent positioning statement. Keep in mind that a message platform doesn’t need to be
rigid, nor does it need to be memorized, but it should provide the core concepts and talking
points to serve as a guide for your spokespeople. A good message platform includes the
following four points:

 Explain the problem/need that currently exists or the situation that you are working to
change
 Specify what your campaign is working to accomplish
 Describe how you recommend addressing the need or problem, along with the with
specific actions that decision makers need to take
 Explain the result that a campaign victory will have and how it solves the problem you
noted at the start
6. Manage Your Campaign

Once you outline the main tactics to achieve your goals, you still need to plan the day-to-day
details to get it done. Each assignment should have a deadline/timeline, owner, metrics including
outcomes, and a budget. When it comes to metrics, it’s important to think of ones that lead to
outcomes. Once your campaign is underway, don’t forget to celebrate the small victories with
your team to keep everyone motivated.

For a step-by-step guide to building your campaign strategy, check our free guide, Step-by-Step
Guide to Planning a Fundraising Campaign.

How are you applying these steps to your campaigns? Share your current efforts in the comments
below and add in your tips for fellow campaigners.

How to create a successful campaign: Step by Step

Nike's famous slogan "Just Do It" is really bad advice when it comes to conducting a
marketing campaign for your small business. But this is what passes for a marketing plan
for a lot of small businesses. They place an ad here and an ad there, put up a web site or a
Facebook page, and calls it done. Unfortunately, this sort of "doing-this-and-that" marketing
approach is like fishing on dry land; you can cast as much as you like, but you're not going
to catch anything because you're nowhere near the pond.

How do you get your line to where the fish are? Follow the nine steps below to run a
successful marketing campaign.

Know how your marketing campaign fits into your marketing plan.

Ideally, before you plan a marketing campaign, you have a marketing plan for yo ur
business. (If you don't, writing the Marketing Plan will lead you through the process.)The
marketing plan is your master plan for marketing your small business. It provides the full
picture of your marketing objectives and strategies for interesting your target market in your
products and/or services. The marketing campaign, on the other hand, is one small piece of
your marketing plan, a marketing action designed to achieve a particular objective. When
you know how your marketing campaign fits into your overall plan, you know who your
target market is and how you might best communicate with them.

Set your marketing campaign objective and parameters.

What do you want your campaign to achieve? That’s the objective. You want to be a
specific as possible. Not just, "I want more sales", but how many and of what product or
service? You can think of parameters as the details of the marketing objective. Time is the
most common parameter that needs to be included as marketing campaigns lose their
effectiveness over time.(Even Tony the Tiger had to be retired eventually.)So a common
marketing campaign objective formula is: what will be achieved + how long will the
marketing campaign run? For example: Sales of face beauty marks will increase 50% in
three months. Or sales of travel services will increase 15% over the next eight weeks.

Determine how you will measure success.

What metrics are you going to use? How will you tell if your marketing campaign has
succeeded or not? Obviously, if you have a marketing objective such as "Sales of face
beauty marks will increase 50% in three months" the metric you're going to use to measure
the success of your marketing campaign is the number of sales made over the three month
period. But the number of sales may not be an appropriate metric at all if your marketing
objective is to increase the awareness of your brand or to improve your website's search
engine page ranking. For tracking online marketing efforts, you can use Google Analytics.
Methods of Tracking Offline Marketing Efforts explain some common ways to measure the
success of your offline marketing campaign such as call tracking. Don’t forget to establish
or note a baseline for whatever metric you've chosen; you'll need it to measure your
progress.

Set your marketing campaign budget.

How much money you have to spend on your campaign will greatly affect the marketing
strategies you choose so you need to set the marketing budget first. Obviously, a Super bowl
TV ad is much more costly than an ad on local television or on social media. Don't depend
on free advertising and promotion strategies for your small business. This is one of the
biggest mistakes small business owners make. This is not to say that all free marketing
strategies are bad. But there is always a cost to marketing, even if the cost is only time and
your time may be much better spent.Always think first; is this the best/ most effective/ most
convincing way to reach my customer? These ways usually cost money so resign yourself to
spending money on your marketing campaign.You don't necessarily have to spend a lot, but
you do need to spend some. (Worried about the cost? See these 40 Budget Marketing Ideas
for Your Small Business.)

Choose your marketing strategies to communicate with the customers.

What communication channels are you going to use? Email? Direct mail? Pay-per-click
online advertising? Note that some communications channels are going to be better suited to
your target market than others. For instance, placing radio ads may be a complete waste of
money if your target market doesn't regularly listen to the radio. Think about your target
market's haunts and habits when you're choosing channels to reach them. Where do they
spend their time? Where are they most likely to see or hear and pay attention to informa tion
about your products and/or services? In a magazine? On a bus bench? On their smartphone?
Create a time line/action plan.

Write down what exactly you’re going to do and when. It doesn't have to be elaborate but
writing it down will greatly increase the chances that you follow through and give you
records to use when you go to evaluate the success of your marketing campaign. For
instance, suppose you are selling bicycle seats designed to be more comfortable than most.
You might come up with a campaign plan such as: Sponsor local Sea to Sky bike race in
September ($500 to become sponsor). Send out a press release when you first become a
sponsor (free if you do it yourself). Send out another pre-race in late August. Place a series
of ads in local newspaper, one in June, one in July, two in August and one post-event in
September (5 x $125.00 = $625).Post sponsor info on your business Facebook page.

Now that's about as simple a marketing campaign as you can have. My point is they can be
simple. Simple is fine if it gets results.This is also a great example of a marketing campaign
that it would be easy to jazz up.Suppose, for instance, that there was a local person who was
going to be in the bike race that was willing to wear a jersey with your business name and
logo on it for the cost of a free bike seat.Suppose as well that she was willing to be the face
of an online marketing campaign, whether free or for a price, and you could then set up a
Facebook page and Twitter account about her training for the race (and, of course,
promoting your bike seats). On race day, you could tweet about her progress. See how easy?
And all for less than $2000. See Why Your Business Should Use Twitter and How to Create
Facebook Fan Pages.You could also get more promotion benefit out of your race
sponsorship by advertising in more places, such as buying banner ads on bike-related
websites, and/or ads in appropriate magazines.

Do it.

Write your ad copy. Firm up your dates. Place your ads. Search for and approach someone
to be the face of your online marketing campaign. Whatever actions your campaign
involves, execute; do; activate.Go back to your action plan timeline and check items of f,
writing in the date that you complete them. It will keep you organized and you'll love the
feeling.

Measure your results.

When the campaign is over, it's time to see how successful it was. Go back to your
marketing objective, measure what you've chosen to measure to determine the campaign's
success and see how it's done.Suppose that the marketing objective for your bike seats
marketing campaign was to increase sales of bike seats 25% over four months. It would be a
simple matter after the fact to compare May, June, July, August and September sales figures
and do the math. How to Measure Your Marketing Efforts presents three formulas you can
use.
Tweak and repeat as necessary.

Once you've measured the results of your marketing campaign, you'll be able to make
decisions about the marketing strategies you've used and future campaigns. Suppose that
your bike seat marketing campaign increased bike seat sales 41%. You'd decide to repeat it
again next year wouldn't you?And assuming you had the tracking in place to know which
marketing strategy produced which results, you could tweak your campaign accordingly. If
the data showed that only 2% of increased sales came from your Twitter and Facebook
strategies, you might decide not to bother with that aspect of this campaign next year. Or
you might decide to repeat the whole marketing campaign as designed and see if the results
for these two strategies improve.Of course, your sales results for the months involved may
show no improvement or even a decline, making this marketing campaign a bust. That
happens sometimes, too. You might have to go back and do some serious revamping or even
scrap the whole bike race sponsorship campaign.

But if you've set up your marketing campaign properly and kept records of what you’ve
been doing, at least you have data to make these kinds of marketing decisions.

How to Create a Community Health Awareness Campaign

Creating a health awareness campaign is an effective way to prevent the spread of diseases
affecting your community. For example, community members can help prevent HIV
transmission and create positive environments for people already infected by the vir us by
spreading the right information throughout the community. Here are some tips on planning
an awareness campaign in your community.

 Work with respected community members to plan and conduct the awareness
campaign, including local decision makers, religious leaders, traditional healers,
midwives and other individuals in the health care field.
 Identify existing community groups and institutions working on the topic you want
to address. Learn about the work they already are doing that could contribute to your
campaign and assess their reputation in the community to decide if they can
contribute positively to your campaign.
 Find out how people learn and to whom they listen. Find out what motivates the
intended audience and what is important to them. How are health messages best
conveyed? Who conveys them? Is a radio campaign a good idea to spread
information?
 Use interpersonal communication to reinforce messages communicated through mass
media. If you do organize a radio campaign, adding a person-to-person exchange of
information can make a great deal of difference in how people remember and
internalize the messages you want to communicate.
 Expect and accept initial resistance by community leaders and allow them to engage
in conversation with you on their own terms. Avoid confrontation. However, you can
 support those who, in their efforts to affect change, may be willing to push the edge
of social norms.

If you are creating an HIV/AIDS-focused awareness campaign, keep the following tips in
mind:

 Identify perceptions of HIV/AIDS. How do people talk about HIV/AIDS and other
sexual issues? Are people comfortable talking directly about sexual issues or do they
talk about them indirectly? How susceptible do people believe themselves to be to
AIDS? What are the beliefs about who gets AIDS? Knowing the answers to these
questions can help you best shape your campaign.
 Use positive motivational messages. HIV/AIDS needs to be seen as a disease
relevant to everyday life. Fear-based messages demonize those affected and are less
likely to change behaviors.