Unit 3.1

Unit 3.1 - Planning your campaign

Which crime should you choose?

You should create a campaign for an under reported or hidden crime. This could be a crime from among the ones covered in topic 1.1. Like white collar crimes, moral crimes, state crimes, technological crimes and individual crimes including hate crime, 'honour' crime and domestic abuse.

What aspects do you need to address?

Your aims

Your objectives

Justifying your choice of campaign

Your target audience

Your methods and materials

Finances

Timescales

Other resources you will need

Your aims - 

The aim or aims of your campaign are the things you hope to achieve. The campaign may have more than one aim, however you shouldn't have too many that you lose focus. The focus should be on one or more of the different purposes of campaigns that have been studied in the topic before. The campaigns may aim to change a law or a policy, or the priorities of an agency. They may also want to change funding or change peoples awareness of an issue or their attitudes towards it. Like, your aim may be to change young people's awareness of the effects of knife crime.

Campaign aims should be:

targeted

focused on impact

brief and clearly expressed

Your objectives - 

The objectives of the campaign are how you intend to meet your aims. Objectives are stages or the steps that you shall take to carry out in producing your campaign. Each of the objectives should be SMART - specific, measurable, achievable, relevant and time bound. 

Linking your aims and objectives- 

A clear link needs to be shown between the aims and the objectives. But, the objectives should not just repeat the aims, these should be clear steps to achieve the aims.

Justifying your choice of campaign - 

As well as stating what you aim to do and how you intend to do it, you have to justify why you have chosen the campaign you are doing. 

Your target audience - 

Your campaign will be aimed at a particular group of people and these are your target audience. Your aims should identify your target audience and your objectives should refer to the audience where appropriate. Also, you have to be able to explain why your audience is relevant to the campaign you have chosen. Like, it makes sense to aim a campaign about knife crime at the younger generation because they are both more likely to be both victims and perpetrators of this type of crime.

Methods and materials -

Your objectives will include details of the methods and materials your are going to use for your campaign. When planning your methods you should refer to topics 2.1 and 2.2 to help me choose which methods will be best for my aims and objectives

Methods - When choosing your methods, you need to make sure they fit in with the target audience. Like if your campaign was about young people and knife crime you will most likely choose social media.

Materials - The choice of materials need to match your target audience. You should explain how you will use your materials and why they will be relevant to your audience. Like, producing mugs might not be the best way to gain young peoples attention.

Finances -

Your costs - It is an essential part of the majority of campaigns. The plan needs to consider what your campaign is going to cost. This will depend on the methods and materials and they will link to engaging your target audience.

A realistic estimate of these costs will need to be made. Like, if you attend to give away merchandise you have to fully research the costs of that merchandise. So, if it shows to be expensive you may decide to choose to sell it during events or online in order to help recoup your costs.

Fundraising - You have to consider how you will raise enough money to run your campaign. So, you will have to include fundraising as part of your campaign plan. What you initially intend to spend must not be more than what you intend to raise from fundraising activities, therefore it is important that you make the estimate as realistic as possible of what you think you are able to raise.

Timescales -

This links to the time bound element of your SMART objectives. In order to make your campaign a success you have to make sure that everything will be completed in good time. The time you spent on each of the stages should be worked out:

Planning and research

Design

Materials

Implementation

Other resources you will need - 

Volunteers - you might have to gain help from a team like for running events, distribute leaflets, put up posters, collect donations or signatures for petitions.

Training - The people who are helping may need training. Like, if you are holding an event to raise awareness about knife crime, volunteers may need training in how to communicate with young people and the knowledge of the issues involved.


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