Getting campaign elements ready for message testing with campaigning team from Deutsch Plus and Wir Machen Das – Feedback Clinic III

On May 9, 2018, the campaigning team from Deutsch Plus and Wir Machen Das met with the ICPA team to further discuss and finalise elements of their campaign, ranging from sets of messages, images, slogans and stories to target media and potential messengers. 

Following the last meeting in April, when the team decided on the target group and two different campaign approaches, one with a humorous and one with a more emotionally warmer appeal, it was now also time to move on to considering practical aspects of the planning campaign implementation, such as resources and communication tools and activities. 

This brainstorming and decision-making session was pivotal in preparation for the next event in the Narrative Change Lab, “Message testing and campaign development event” in June 2018. This event will provide the campaign team the opportunity to test both of their campaign approaches in focus groups with two segments of the movable middle (Humanitarian Sceptics and Economic Pragmatists), as identified in the opinion polling and segmentation study by More in Common. Based on the feedback, the campaigning teams will decide which approach works best with their selected target group and review and adapt their approach and strategy accordingly. 

The ICPA facilitators closed the feedback clinic by sharing guidelines and a worksheet with the campaigners, to further guide them in getting the campaign elements ready for the message testing. 

Find the agenda of Feedback Clinic III with Deutsch Plus and Wir Machen Das here.