Audience

Who are the people with the power to make the change you are calling for?

Your campaign should be aimed at two groups of people: actors and influencers. In other words, those who can get things done and those who can support you.

Referring back to your campaign aims, who are the people with the power to make these changes happen? Who can help you communicate your messages? It could be:

  • MPs
  • Councillors
  • Members of the public
  • Journalists and bloggers

Once you have identified your target audience, the next challenge is understanding how best to communicate with them as each will respond. Your campaign should reflect this and include a range of tactics to engage these different audiences.

There are a range of campaigning tools available that are suitable for different audiences.

Many of the most successful campaigns begin with letter writing. This is often a good way of making key targets, like councillors and MPs, aware of the aims and objectives early on. You could also use it as an opportunity to request a meeting. A sample letter to a councillor is available for download in the local influencing toolbox.

A good way of showing public support for your campaign and putting pressure on decision makers is by starting a campaign. Websites like 38 Degrees and Change.org allow you to create an online petition and spread the word.