2 STEP TWO: What are you trying to say? Working on Content

Example: JustPublics@365 sought to answer the questions, “How are policy changes transforming the lives of everyday Americans? Is the US ‘war on drugs’ over? Are public health approaches to criminalization of drugs resisting or expanding control of citizens?

Create a clear message that draws people to your social justice campaign. This is similar to a thesis statement – Do research and find out what story, or stories, needs to be told. You may find that your message changes as your campaign progresses.

Elements For Creating A Clear Campaign Message

1. Make sure your message is accurate and honest.
Don’t mislead your audience as this will open you up to criticism.

Example: JustPublics@365 used various forms of action to engage audiences. We asked individuals and groups to re-tweet a message, Write a guest blog post, and Send in pictures of communities taking action and write to their representatives, family and friends.

2. Your message should be easy for your audience to understand.
Create a message that is concise and accessible for different groups/stakeholders to understand. What language are you using? What question do you want to ask?

3. A good message is emotionally compelling.

Connect to your audiences core and trigger a strong emotional response.

4. Test your message on audiences who represent your target/participant communities.

Does your target audience understand what your message is? Do they show interest and want to get involved?

5. Design a Call to Action.
The digital tools that you use should support your social justice campaign or project. This call-to-action should be designed in a way that brings about the change you wish to see.

Your call-to-action should:

Be actionable. It should be something that people find easy to doSuggest specific ways in which your audience can get involved Provide options for different levels of engagement

More Resources

New Tactics in Human Rights provides good resources around strategy-building for human rights advocates as well as a workbook explaining different types of tactics that can be used.

(Adapted from http://howto.informationactivism.org/.)

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