Activity Presentation

Objectives:

  • Become familiar with tools of information and communication
  • Use social networks for social campaigns
  • Develop critical thinking skills

This exercise aims at the creation of an online social campaign by participants. After choosing the themes to address (e.g., local issues concerning the neighborhood) and selecting a social network to share their campaign content, participants must promote a cause by choosing the most appropriate images and messages. They will then post the content on the chosen social network.

Definition:
An online social campaign can be defined as the use of communication and marketing tools on social networks to address a socially relevant theme (environment, feminism, racism, poverty, etc.). The goal is to promote certain values, mobilize or alert individuals—especially internet users—about important social issues, and possibly create a movement (e.g., MeToo, Black Lives Matter, Serbian movement #1of5million, etc.).

Activity Procedure

1 – Preparation: Facilitators select topics to address in the social campaigns with participants.

2 – Grouping: Once topics are chosen, facilitators form several groups (depending on the number of participants). Each group works on a topic and chooses the most suitable social network for their campaign.

3 – Information Research: To create an effective social campaign, participants gather information on the chosen topics to understand the issues and produce/disseminate a relevant message supporting the cause.

4 – Communication Strategy: Participants plan the best online strategy to convey their message:

  • Identify target audience (youth, adults, men, women, etc.)
  • Select the appropriate social network (e.g., Instagram for images, Twitter/Facebook for videos and text)
  • Type of message (testimonial, humor, statistics, mini-report, etc.)
  • Message format (photography, text, infographic, video, etc.)
  • Use the right keywords or hashtags to maximize reach

5 – Campaign Implementation: Participants can start the campaign by posting content on their personal accounts or create a dedicated account for the campaign.