Part 5: Messaging

Once you know who the main targets are, you can start with developing your message (step 7) and work on your action plan.

Take a moment to reflect in your learning journal:

• Why do you think it is important to know the target first before making a message? What is your experience with developing a message in your campaigning work?

Why is it useful to know who the target is when developing a message?

• You know who or what influences him/her and if he/she is open to being influenced by activist.
• It gives you information to what extent the target is known with and in (dis) favour with your issue.
• You can link your issue to the target’s key issues.
• In sum: it helps to tailor the message to the targets interest, level of knowledge, earlier decisions and with that spark his/her interest.

When we talk about an advocacy message, we mean a collection of statements, not just a slogan or a sentence, which is more common in BCC or IEC messages and awareness campaigns.

Go to Assignment 9.10: What makes a good campaign message?

In the previous assignment, you have identified the characteristics that apply to an effective campaign message. You might have identified (some of) the characteristics that are listed below:

Characteristics of effective advocacy messages

• Informs the receiver about the advocacy issue and moves him/her to action
• Are clear and easy to understand.
• Are concise, not wordy.
• Contain facts and figures which give legitimacy to the argument.
• Use language and tone which fit the message and the intended target (e.g., serious, humorous)
• Contain real-life examples.
• Make an appeal to the target, including the change you are seeking.
• Are delivered by a credible and trustworthy messenger.

An advocacy message should have the effects of both informing the recipient and persuading them, resulting in moving them to action.

A good and effective message is hence constructed as follows:

Inform + persuade > action

A good way to create an effective message is to think about the following questions:

• Who is our target? Who is this message for?
• What is the purpose of our message?
• What do we want the recipient to do as a result of our message?
• What tone of voice shall we use in our message?

Tip!

There’s a difference between general messages (e.g. campaigning, marketing etc.) and advocacy messages: Advocacy messages are longer and include the target and a call to action. When you want to communicate a message to a policy maker in person, it is important to do this effectively, as the policymaker might not have much time to listen. In these cases, a one-minute message can be effective.

Go to Assignment 9.11: Draft your 1-minute advocacy message

Statement + evidence + example + action desired

Is your message persuasive? Test it! Share your message with your colleagues and ask them for feedback. Do they feel persuaded to take action? What do they feel is most effective about your message? How can you improve your message?