Toolbox Campaigning, Advocacy, PR

Campaigning, Advocacy, PR

TOOLBOX

Campaigning, Advocacy, PR

This toolbox offers you training materials and good practice experiences on campaigning, advocacy and public relations from all over the world.

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The Native Advertising Playbook
Key Guidance

International Media Support (IMS); CityDog Media (2022), 57 pp.

"[...] we have brought together relevant case studies to illustrate how content production and business relations can be reconfigured to generate fresh revenue sources, and to demonstrate which tools may be helpful along the way. These cases include special thematic projects, creative agency models, ... more

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Using Markers for Digital Engagement and Social Change: Tracking Meaningful Narrative Exchange in Transmedia Edutainment with Text Analytics Techniques

Roel O. Lutkenhaus, Hua Wang, Arvind Singhal, Jeroen Jansz, Martine P. A. Bouman

Digital Health, volume 8 (2022), pp. 1-18

"While social media offer an unprecedented opportunity for orchestrating large-scale communication campaigns, it is often difficult to track audience responses on various digital platforms over time and to ascertain if their engagement is aligned with the original intention. In this article, we shar ... more

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Global Perspectives on NGO Communication for Social Change

Giuliana Sorce (ed.)

New York; London: Routledge (2022), vi, 205 pp.

"An international line-up of authors first discuss communication practices, strategies, and media uses by NGOs, providing insights into the specifics of NGO programs for social change goals and reveal particular sets of tactics NGOs commonly employ. The book then presents a set of case studies of NG ... more

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Response: A Behavioural Insights Checklist for Designing Effective Communications. Practitioners’ Playbook
Key Guidance

Amy Jones, Ivo Vlaev, Frederick Herbert, Sabrina Richardson

[authors] (2022), 21 pp.

"Reaching people with your message is one thing, influencing and changing their behaviour is quite another. Behavioural science provides tried and tested methods that help us to better understand how people think and behave. Armed with this knowledge we can design communications that more effectivel ... more

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Create: Strategise, design, diagnose and define your SBC activities
Key Guidance

UNICEF (2022), 55 pp.

"This document serves as a guide for how to develop a Social and Behaviour Change (SBC) Strategy or Plan for a single-country or multi-country SBC programme. Developing an SBC Strategy hinges upon understanding the unique circumstances and world views of the individuals the strategy seeks to serve. ... more

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Comunicación estratégica para defensores de derechos humanos

FundaRedes (2022), 6 pp.

"Este documento define la comunicación estratégica para defensores de DD.HH., así como las etapas de esta y algunas recomendaciones estratégicas." (commbox)

External Link (46)

Social and Behaviour Change Strategy. Volume I: Policy & Strategic Approach

Adrita Bagchi

New Delhi: Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) (2022), 127 pp.

"The Government of Madhya Pradesh is committed to ensure the overall development of all its residents, especially women and children. The Department of Women and Child Development (DWCD) works to sustainably improve health and nutrition outcomes for women of reproductive age and children below 6 yea ... rs, enable holistic development and protection of children and ensure safety, equity and empowerment of women. The department implements the Integrated Child Development Services (ICDS) scheme for improving maternal and infant nutrition and health. It also implements the Integrated Child Protection Scheme (ICPS) and various other schemes and programmes for health, gender equality and women empowerment. Over the years, a lot of progress has been made. However, there are still a few indicators that are not doing well as expected. Census 2011, National Family Health Survey – 4 (2015-16) and NFHS-5 (2019-21) have found that low sex ratio, lack of women empowerment, experiencing gender-based violence, substance abuse, low female literacy, child marriage and small landholdings are some of the determinants of poor health and empowerment of women and children. Individual and community behaviours, attitudes, social norms and practices are some of the reasons for such indicators. To bring about an improvement in these indicators and positively transform the status of women and children in Madhya Pradesh, a comprehensive state-specific social and behaviour change (SBC) strategy has been developed for DWCD. This strategy is supported by the recommendations provided in the department’s other policies. The state’s Nutrition Policy (2020-30) emphasizes on the importance of designing SBCC plans in local dialects for its acceptability and greater involvement of the community. The centre’s Poshan Abhiyan which DWCD follows stresses on community mobilisation and behaviour change, highlighting the need to take-up sustained efforts requiring multi-pronged approach and bring grass-root synergy and convergence. The state’s Child Protection Policy (2020) also highlights the need to build awareness and stakeholder capacities to strengthen implementation and the enabling environment to ensure child well-being and protection. This document details the SBC strategy which includes thematic area-wise priority and desired behaviours that should be practised by the target groups for improved indicators, barriers and enablers to its adoption, key messages to be communicated and strategic approach and interventions that will facilitate positive change." (Introduction) more

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Mastering Media Interviews to Promote Climate and Health

Gareth Harding, Helena Uhl

Brussels: HCWH Europe (2022), 10 pp.

"Speaking to the media is an important channel that healthcare professionals can use to raise awareness about the health impacts of climate change and encourage action to tackle the climate crisis. This guide gives you a quick and practical introduction to giving interviews to prepare you for future ... more

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Message Testing in India for COVID-19 Vaccine Uptake: What Appeal and What Messenger Are Most Persuasive?

Rupali J. Limaye, Daniel J. Erchick, Kristian Balgobin, Alexandra Michel, Gretchen Schulz

Human Vaccines & Immunotherapeutics, volume 18, issue 6 (2022), 13 pp.

"Few studies have examined the relationships between the different aspects of vaccination communication and vaccine attitudes. We aimed to evaluate the influence of three unique messaging appeal framings of vaccination from two types of messengers on COVID-19 vaccine acceptance in India. We surveyed ... more

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Advocacy: A Toolkit for Small NGOs
Key Guidance

Helen Collinson

INTRAC (2022), 38 pp.

"The pathway to securing change through advocacy may not be very clear - mainly because you don’t have control over those you are seeking to influence or the political processes through which they operate. So it’s good to develop a strategy that can act as a kind of `road map’. The development ... more

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How #NiUnaMenos Used Discourse and Digital Media to Reach the Masses in Argentina

Alyssa Bedrosian

Latin American Research Review (LARR), volume 57 (2022), pp. 100-116

"In March 2015, a group of feminist writers and academics in Argentina organized a marathon reading event to protest femicide, using the slogan “Ni Una Menos.” Less than three months later, more than 250,000 Argentines participated in the first #NiUnaMenos demonstration in Buenos Aires. Since th ... more

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Who owns the story? Live financial testing of charity vs participant led storytelling in fundraising

Jes Crombie, David Girling

London College of Communication; University of East Anglia (2022), 53 pp.

"This project demonstrates that there is another way of gathering and sharing the stories of people living in poverty around the world. Until now, there has been much positive and enthusiastic discussion amongst INGO communications and fundraising professionals about how to change the way we tell st ... more

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Digital Media for Behavior Change: Review of an Emerging Field of Study

William Douglas Evans, Lorien C. Abroms, David Broniatowski, Melissa A. Napolitano, Jeanie Arnold

International Journal of Environmental Research and Public Health, volume 19, issue 9129 (2022), 14 pp.

"The purpose of the current paper is to provide an overview and describe methods in this emerging field, present use cases, describe a future agenda, and raise central questions to be addressed in future digital health research for behavior change. Digital media for behavior change employs three mai ... more

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Manual prático de assessoria de imprensa

Samuel Mateus

Covilhã: Universidade da Beira Interior; LabCom (2022), 245 pp.

"O Manual Prático de Assessoria de Imprensa é um instrumento de apoio ao ensino e à aprendizagem desta área e visa dotar os leitores de competências práticas essenciais de assessoria de imprensa. Mais do que refletir teoricamente sobre os seus fundamentos ou situá-la no seu contexto históric ... more

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Digital Media and Storytelling in Higher Education

Anita Lanszki

Paris: L'Harmattan (2022), 220 pp.

External Link (32)

Evaluating the Effectiveness of Public Communication Campaigns and their Implications for Strategic Competition with Russia

Caitlin McCulloch, Stephen Watts

RAND Corporation (2021), 19 pp.

"The most effective campaigns are face-to-face, repeated campaigns. Such campaigns generally have a larger average impact on persuasion, knowledge, and behavior than remote campaigns (such as ones conducted through television or the internet). Negative and positive messages appear to be almost equal ... more

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Virtual Event Guide: How to Roadmap Your Online Event

Julia Sittmann, Louisa Wright, Hanna Hempel et al.

Bonn: Deutsche Welle DW Akademie (2021), 59 pp.

"The aim of this guidebook is to walk you through – step by step – how to best organize digital events from the concept phase to planning to going live. It includes processes to help you learn from your experiences and improve your future events. This manual will not only assist you in organizin ... more

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WorldCat (28)

Storytelling für Journalisten: Wie baue ich eine gute Geschichte?

Marie Lampert, Rolf Wespe

Köln: Herbert von Halem Verlag, 5th ed. (2021), 262 pp.

"Aufmerksamkeit ist die Leitwährung im Journalismus. Journalisten müssen den Leuten Lebenszeit stehlen, damit sie sich für ihre Botschaft interessieren. Wie lenken Sie die Aufmerksamkeit des Publikums auf Ihre Botschaft? Mit Storytelling. Storytelling heißt, eine Sprache zu finden, die Hirn und ... more

Google Scholar (29)

WorldCat (31)

Le community management: Stratégies et bonnes pratiques pour une communication digitale réussie

Gervais Cwako Monkam

Paris: L'Harmattan (2021), 278 pp.

"S’il paraît simple de toucher des millions de personnes par Facebook, Twitter, LinkedIn, TikTok et Instagram, il est plus délicat d’en exploiter tout le potentiel. Synthétique et pratique, cet ouvrage vous apporte des idées nouvelles pour utiliser avec succès les réseaux sociaux au quotid ... more

The Native Advertising Playbook Key Guidance

Response: A Behavioural Insights Checklist for Designing Effective Communications. Practitioners’ Playbook Key Guidance

Create: Strategise, design, diagnose and define your SBC activities Key Guidance

Advocacy: A Toolkit for Small NGOs Key Guidance

The Native Advertising Playbook
Key Guidance

Response: A Behavioural Insights Checklist for Designing Effective Communications. Practitioners’ Playbook
Key Guidance

Create: Strategise, design, diagnose and define your SBC activities
Key Guidance

Advocacy: A Toolkit for Small NGOs
Key Guidance