Social Impact Campaign Development
Social Impact Campaign Development
Azure Media harnesses the power of media projects, translating audience awareness into deeper engagement and action by providing audiences with ways to “get involved” with various issues or causes – from reading literacy, science literacy, the environment, human rights and health care to animal rights, education/empowerment of girls/women, nutrition, obesity and volunteering. Research shows that once aware and emotionally connected to an issue, audiences are seeking concrete, simple and proven ways to participate and contribute to positive change. When a multi-media project on an issue is integrated with a strategically designed social action campaign – operating at both treetops and grassroots levels – audiences can move across the Awareness-to-Action Spectrum™ – from awareness, to saliency, to action.
The goals of an impact or action campaign can range from public education and provision of additional resources to fully articulated, long-term calls-to-action supporting advocacy and stimulating behavioral, institutional or policy change. Impact campaign design involves a strategic plan including: public opinion polling; audience segmentation; target audience identification; issue/cause discover; advisory board development; goal and strategy establishment; spokespeople identification; partner alignment; campaign branding, messaging and communications; impact and evaluation /metrics development; and sustainability analysis.
The most effective social action campaigns are collaborations between media companies, not-for-profits, corporations and government entities that are established, committed to the issue, and effectively reaching the target audience. The media elements shine a Klieg light on the issue, while other strategic partners advance key campaign initiatives – from advocacy to community action. Over time, these multi-disciplinary, media-anchored action campaigns can create milestones that truly catalyze social transformation. And, the authentic connections that people experience when participating in these campaigns create lasting audience loyalty to the partner organizations.
Media Case Studies
Corporate Case Studies
Azure Media LLC