A campaign is a group of activities organised with an ultimate goal, like a marketing campaign to promote bubble gum flavored toothpaste or an advocacy campaign to save animals from cruelty. It can also be used to describe a series of actions designed to bring about social or political change, for example when an environmental group campaigns against a new mall being built in their town.
Politicians campaign to get people to vote for them in elections, but campaigns can be carried out on behalf of non-political organisations too, such as a charity or community project. Campaigns are usually funded by donors. Fundraising techniques include direct mail appeals to individuals, as well as the use of paid media such as television and newspaper advertising.
Campaigning is all about bringing together a critical mass of supporters to support an issue that needs changing. To achieve this, you must convince your audience that your cause is both important to them and urgent. Moreover, you must give them tangible actions that they can take, as described in Module 4.
In marketing, a campaign is a series of coordinated activities and programmes designed to achieve a specific corporate or promotional objective. It is based on thorough research of the target market and carefully considered strategic objectives. In this way a marketing agency can create campaigns that have a high success rate, for example increasing brand awareness or driving sales. Campaigns should be clearly defined and have a timeframe.
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