Digital Media Campaigns for Advocacy

The Problem

Campaigners and activists from around the globe who crate social justice campaigns are struggling to achieve the desired impact. Combining digital media and public actions they want to mobilise audiences into behavioural and political change. Coordinating tactics and strategically reaching out to key actors and stakeholders to achieve meaningful social impact was the key need of the learners

The initial learning needs analysis revealed key aspects of the learners:

• Limited knowledge on holistic approach to campaigns

• Lack of skills in narrative & advocacy tactics

Together with SMEs in political science, activism, content creation, M&E, and polarization, I decided on learning objectives and activities. I piloted the workshop, gathered feedback and made changes.

Then, I developed a prototype, and shared with stakeholders for feedback before creating the final solution.

A 15-Module course designed in multi-modality to cater to learners in different regions:

• Face2face: 15 days

• Blended: 4 weeks online + 3 days in person

• Online self paced: 8 weeks

• Project Based Learning: final assignment Campaigns Canvas

Adaptability: The designed afforded participants to also choose modules based on preferences and time constraint. For each module I followed an active learning & scaffold approach:

• Theory: Present foundational theory

• Activities: case studies, group challenges, discussions

• Assignment: scaffold project to apply the foundational theory

The Process

The Learning Solution

How does it look?

From process to outcome

The course has been implemented with 200+ learners and has a evaluation rate of 92%. The majority of learners report to use the campaign canvas for their work after the course.

Results