0. The Campaign Canvas

Introduction to the Campaign Canvas

The Campaign Canvas is a tool to help you understand the key elements of your campaign in a straightforward and structured way. Using this canvas will lead to insights about your audiences, how to persuade them, what content you’ll create, how you’ll collect the required information and how to monitor and report your success.  

The Campaign Canvas provides a shared language for describing, visualizing, assessing and changing the way you run a campaign. It describes the rationale of how you create, deliver and capture your work. In order to complete the Canvas, you will have to:

  1. Define your campaign vision & scope
  2. Understand your context
  3. Identify your target audience
  4. Know how to persuade and choose what stories and formats to use
  5. Decide the content, platforms & desired audience engagement
  6. Allocate resources for your content plan
  7. Develop SMART goals
  8. Mobilise your online and offline audience
  9. Work with partners
  10. Brand your campaign
  11. Measure your work, collect data and make adjustments
  12. Report your success

You can download the Canvas using the links below:

PNG VersionDownload
PDF VersionDownload

How to Use the Campaign Canvas

Before you begin:

  • Print/download the Canvas (or have the Mural link ready if you’re taking a course)
  • Have plenty of markers and sticky notes ready (or the virtual equivalents)

After you have filled in the canvas:

  • Have a break and take a step back, did you miss or forget anything? Go back and make changes 
  • Discuss it with team members and ask them to look for blind spots
  • Take a photo or screenshot of your canvas to make it easy to use and share in the future
  • Test your canvas in the real world