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This guide will advise to about how to try to put together a campaign on self-care; A communication activity involving multiple communication tools and channels in a strategic, planned manner. If you haven’t tried this before we recommend you also look at the advice on creating an event, a website, and a folder to see examples of how individual tools might be created.

And we also recommend you look at our catalogue of tools here to find inspiration from other campaign in this area.

A good campaign requires good planning – and can take both days, months or years to execute, depending on your ambition.

1. Why, who and when?
Above all else establishing your purpose and goals in putting together the pieces of a communication campaign is a must. Each tools and element can help achieve different things that might not work if the right combination of other tools and elements are employed.So first of all, try do describe in one sentence, why you should create the campaign. And try, for your own sake, to be as specific as possible; “Because I want to change the world” may be a good motivation, but too overall. “Because I want to help husband to change hos socks more often” might be too narrow.

But nonetheless, articulate your purpose – discuss it in your network, perhaps.Who would then be the persons to communicate to? The better you can describe the target groups the better. Read more about target groups and adapting your communication here.

When would to like to execute this? Next week, next month, next year? All answers are correct, you might say – except perhaps if some specific deadline should be observed. Otherwise you can bear in mind, that your audience know very little about your intentions – if you choose to execute in two months rather than two days, they won’t be offended. On the other hand, if you try to communicate ill prepared they might actually hold it against you and your message – so try to set a realistic time line.

Read more about the five minor ailments of the PiSCE-project here – and read more information about establishing purpose and goals here.

2. Assets – economical, political, human, or…
Naturally not much can happen without effort. But great communication campaign need not use large budgets. Of course a budget gives you more options and, if used correctly, a higher likelihood of success. But more than money the right idea and execution is what a creative campaign is about.

Look at our catalogue of cases from the EU here. These cases have very varied compositions and budgets – some have been extremely succesfull – some perhaps more modest. But consider your different assets before you try describe which tools to use, where and how.

Organisational assets might be a mailing list. Members in an organisation. A strong partner with an annual, relevant conference. A government program to support causes like yours – assets might have many forms, but take some time to think about which channels and opportunities you might be able to use.

3. Talk to partners/networks
Are they planning similar – do their plans conflict with yours? Are there similar initiatives at a local og European level (if you didn’t see is as an asset, why not – perhaps to narrow a scope)?Your idea about a campaign might fit well with other intentions and initatives and could/should perhaps be coordinated to not overlap too much or risk create useless noise instead of understanding. Or your idea might not fit well – but then you would be better able to compensate accordingly if you still would like to go ahead.
4. Consider your message/messages
When using multiple tools and channels, choosing a single message or recognizable slogan becomes more important. Campaigns does not always use the same message or slogan, but more often than not try to use messages, word, or content of similar nature to also allow the target audience to also recognize the same message multiple times.

In the development of your campaign, the ability to state the message clearly will both help you decide types of tools, images, words etc. – and help your audience recieve the message. The message would probably not be the same as the sentence you stated to begin with (see above) – but the intent and the message should of course be very strongly linked.D

epending on your research in your network/potential partners you should consider how this might be used to optimise your programme/activity.And certainly at this point (if not before) you should also consider how your information about the event correspond with the health literacy of the intended participants. Read more about health literacy here.

5. Choose your tools
Considering the previous points – how might the right tools help you?

You should both try to consider or even directly research, which communication tools your target audience are used to using, and what their ideas about your intent and message is – try holding a focus group.Try looking for interest to hold a national event about your intent – are other organisations/experts potentially on board as partners and channels? And if you carry out such an event, who came? – Can they play a role in your campaign?

Read either here about choosing tools or here to see two examples of campaigns – but essentially there are many ways to combine communication tools, and you should choose the types and number that your budget and organisation can put to good use. This might be combing a folder, a website, and an event – it could be by using another combination of possibilities.

Of course you always need to consider your budget, but remember that money can be spent in many different ways – indeed even without funds at all, social media or self-sustaining events can still be used to good effect.

6. Effect/Evaluation
Speaking of effect; How will you measure it? Try to setup some key, measurable ways for you to measure the effect. You need this both to optimise your campaign as it happens, but also simultaneously, to document your progress for partners, potential funders, media, auhorities etc. E.g. if you can document a significant rise in the number of X following your campaign, some will be more likely to work with you to promote Y.

An overall evaluation should not just look at the effects – but also the execution phase and perhaps side-effects. Perhaps you might find your campaign didn’t change any numbers (sadly) but perhaps it meant you gained a new strategic partnership? Such a side-effect should be included in an evalution – read more about evaluation here.

If you would like to study one such campaign, look at the Hygiene Week here, organized by the Danish Council for Better Hygiene – so far held since 2009, now covering both Denmark and Sweden.