10 Key elements

Social awareness campaigns

What is it?

A public awareness campaign is a marketing effort to build public recognition of a problem through media, messaging, and an organised set of communication tactics. These campaigns target a large number of people over a specific period of time to try and generate specific outcomes or achieve pre-determined goals.

Very often, the success of a nonprofit organisation rests on public awareness of the cause that the organisation is seeking to address.

These are the 10 key elements that I tried to incorporate into my final project:

• Ignites from a strong emotion;

• Establishes personal value/purpose for the organisers;

• Ties process to the outcome;

• Grabs attention at the launch;

• Captures imagination along the way;

• Focuses on passion more than leader(s);

• Designs it to spread;

• Makes followers matter;

• Ends with a big goal; and,

• Creates a measurable difference.