1.5 Feasible campaign objectives 

The first step of the narrative change planning process – Find a focus and opening - consists of five elements that guide you in the development of a campaign strategy. On this page, we focus on the fifth and final element - Feasible campaign objectives.

FIND A FOCUS & OPENING
Elements
  1. Target middle segment(s) & current frames/positions
  2. Positive value map
  3. Narrative space for your campaign 
  4. Opportunity or opening
  5. Feasible campaign objectives

In the first four elements of this step, we have identified a value appeal/narrative space that will appeal to your chosen target middle segment and one you are happy to campaign into. Next, we transition to the practicalities of the campaign, with a focus on campaign objectives.

 

Develop a realistic set of objectives for your campaign

Once you have tied down an event/debate and suitable value appeal you can live with, you’re ready to complete the last strategic part of this step - elaborating a set of objectives for your campaign. Obviously the more specific, focused, and outcome-oriented you can make them, the better. This set of aims will guide the campaign planning and implementation steps that follow. 

Using our two UK cases as examples, we can see that different types of objectives can underpin narrative change campaigns, ranging from very specific policy/legal change objectives in public campaigning to longer-term goals of shifting the public debate as part of a broader strategic communications goal. 

CASE 2 – Shrewsbury Prayer Centre – Hope Not Hate - UK
In this case, the objective of getting the planning permission for the prayer center in Shrewsbury in a two-month period was clear.
CASE 1 – Poppy Hijab – British Future - UK
In this case, the goal was to get positive coverage of the contribution of British Muslim populations in newspapers and forums that are normally much more sceptical, e.g. Daily Mail, Daily Telegraph and Sky News. For an organization like British Future, this is a mission fulfilling step in a broader strategic communication target to shift the public discourse on Islam in a more positive direction. 

 

 

PLANNING CHECKLIST
Step 1.5: Feasible Campaign Objectives
  • What specifically are you trying to achieve in your campaign? Think in terms of call to action and your theory of change.
  • What are your top five campaign objectives? Try to as specific, focused and outcome oriented as possible.
  • Are the objectives you listed feasible given the time, resources and level of expected acceptance of your message? If not, revise them to reflect more realistic targets.

 

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