Public Outreach Campaign Basics

Most public awareness campaigns have the goal of changing behavior or motivating people to act. An important element in successful outreach campaigns is how well you know your target public. When you understand your audience’s likes, dislikes, attitudes, opinions and beliefs, it is easier to create an effective campaign that has impact. Other vital campaign components include:

  • Tailoring the messages to your various publics. The more targeted your communications, the better the response.
  • Developing clear and concise messages. Simple, easy to remember messages can make your campaign more effective.
  • Getting your messages out on multiple platforms, such as TV, radio, print, Internet and mobile.
  • Using compelling graphics and images. Engaging visual imagery will attract interest and attention.
  • Incorporating a call to action. Getting people to take some form of action is one of the best ways to measure the success of your campaign.
  • Repetition. The more they see your campaign message, the better.
  • Make it the ‘norm’ (normal behavior) to recycle, compost, properly dispose of Household Hazardous Waste, etc. (whatever your campaign involves). Don’t promote it as extraordinary. Make it appear routine and that everyone else is doing it.

One of our recent public outreach projects: The City of Fairfield needed to get the message out regarding used oil and oil filters. Most residents were unaware of the recycling locations or why they should even recycle used oil.

Precision Design developed a campaign that started with three ads in local magazines announcing the three options for used oil recycling. These ads are repeated continuously to raise awareness of recycling locations and options. This was followed by bilingual brochures, billboards and of course, web postings. Visit: http://www.precdesign.com/city-of-fairfield.

The main message of the campaign? Just one gallon of used oil can contaminate 1 million gallons of water! Keep our drinking water clean and safe by recycling used oil.

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