What makes a winning media campaign?

Dictionary

Def: “Actions energetically pursued to (1) advance a principle, (2) to accomplish a certain goal.”
Synonym: cause, crusade, drive, movement, effort.
Origins: Italian campagna, field, military operation, from Late Latin campnia, open country, battefield, from Latin campus, field.

Campaigns using media

Local, national and student media – radio, press and TV – are crucial to the success of a campaign. Good media work helps raise awareness on the issues, gain broad support from the public, and increase numbers taking action.

Tips for good media campaigns

Good media campaigns include:

Good aim

• Real need for campaign amongst students, or local issue
• Proof that stakeholders back campaign
• Clearly declared aim and message
• Make broad / national issues relevant to students / local area with specific examples
• Branded logo of campaign

Good argument

• Strong arguments, well explained, backed by real evidence
• Accurate information from credible sources
• Use of explanation tools (e.g. timelines, FAQ’s, maps, diagrams, quizzes)
• Impactful visuals – an arresting front cover, a good photo, well designed, use of cartoons and illustrations
• Good case studies, interviews, vox pops and quotes. These bring statistics to life, give opinions, and demonstrate whether issue is relevant to stakeholders
• Original research and articles
• Balanced, subtle writing, despite passion (e.g., no scaremongering or shrieking)

Good relationship with reader

• Clear CALL to action – and HOW to take action
• Where to get more info, “contact list”
• Review of campaign action taken by students to inspire (e.g. local demo, meeting local MP, street theatre, fund-raising)
• Awareness of diversity of readership, tailored to mention everybody’s lifestyles (e.g. no student stereotyping)
• Tries to empower readers, break apathy, “you can make the difference”
• Details of coming events to participate in
• Input to campaign from students, offer right to reply, open debate
• Gather info from students, on how many affected by issue, or to gain list of supporters willing to take action
• Use of local or national idol, or famous alumni to endorse campaign

Good longevity

• New angle, new evidence, campaign updates
• Report on “victories,” no matter how small
• Links with external events, local partners, other groups, national campaigns
• Use of national campaigns materials, but with SU logo
• Refer to previous articles

tools

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