Finalising campaign elements & preparing for message testing – Feedback Clinic III with JUMA campaigning team

The campaigning team from JUMA Berlin and Stuttgart, with support from Bundesverband Netzwerke von Migrantenorganisationen & Neue Deutsche Organisationen met on May 8, 2018 for the third time in the campaign development process.

Since the last feedback clinic in April and the interim period, where the team had refined their strategy and brainstormed initial ideas for campaign elements (messages, stories, visuals, slogans/hashtags), the focus of this session was to make decisions on directions and options for these campaign elements and set the team up for further refining and finalising these campaign elements. The team also began the work of practical planning for the campaign implementation, focused on communication tools and activities and estimation of resources required.

During the session, ICPA facilitators also shared an overview of the purpose and focus of the next event in the Narrative Change Lab, “Message testing and campaign development event” in June 2018. This event is designed to have the opportunity to test two options/directions for campaign messages with the actual target group for the campaigns, i.e. two movable middle segments in Germany, Economic Pragmatists and Humanitarian Skeptics (as identified in opinion polling and segmentation study by More in Common). Campaign messages will be tested in four focus groups during that event. 

To guide the campaigning teams in their efforts, ICPA provided them with guidelines and a worksheet so that all campaign elements will be fleshed out and in place for the message testing.

The session ended with great anticipation and curiosity how campaign elements will test with the actual target audiences!

Find the agenda of Feedback Clinic III with JUMA here.