In campaigning, everything has to be pretty calculated, and that includes the digital tactics we use. The more focused we are on who we’re trying to engage with and why, the better it will be for the campaign.
During my three years at WWF, I worked on a campaign called #ProtectWater. Well over a hundred other groups supported this campaign, including the European Anglers Alliance. Thanks to them, we were able to work with Jeremy Wade, a British TV presenter and angling enthusiast with a sizable social media following.
We asked Jeremy if he could help us mobilise his community to take part in our digital action tool (which worked a lot like a petition) by posting a video on his Instagram account. This was the end result — and yes, we got a LOT more signatures thanks to this 👇
Why this works:
- It was clear who we were trying to engage (anglers), why (they care about water quality) and what we wanted them to do (sign)
- Jeremy knew about the topic and was keen to produce his own content – magic! This is always more impactful than reposting a core campaign visual
- We had urgency. The public consultation we were feeding into closed in a few weeks, so this was the final push
