Communications Creative Communication Campaign Outline

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Overview

By creating your own sample political appeal, you will demonstrate your understanding of core theories about how individuals both process political information and respond to persuasion efforts. Your final product will show your ability to integrate various persuasion techniques (including message development, framing, use of messengers/validators, the role of narrative, etc.) and match them to a target audience to make a persuasive case or call to action.

Requirements

The outline should include the following:

• Briefly identify the campaign (including a specific organization or candidate) and the concept/deliverable (What is the campaign aiming to achieve?)  In this phase, you will create a campaign that seeks to persuade people to take action and/or support/oppose an advocacy effort, a candidate, or a policy position; the campaign can be real or hypothetical. If you wants to chose real campaign, you can chose: Lakoff?Kulinski & Quick?Daly?Monroe’s Motivated Sequence 
• Identify the target audience for the campaign—whom is the creative piece aimed at and why did you choose this audience?
• Include preliminary examples of how you will put the importance of the campaign’s topic and goals in context (e.g. through a personal narrative, through facts and figures, etc.).
• Describe the ultimate desired call to action—what specifically is the campaign asking people to do? (It is not enough to “raise awareness” or ask people to “support/oppose” an idea; instead, these goals must be linked to a specific action.)