4 W's: Who-What-Where-Why

The 4Ws tool is an essential part of any campaign design process.

This tool consists of four basic questions, namely "Who?", "What?", "Where?", and "Why?". By asking these questions, you can identify the underlying problem and define the challenge that needs to be tackled.

It is highly recommended to use this tool at the beginning of your campaign design to gain a clear understanding of the problem. However, you should not limit yourself to using it only once. Instead, you should repeat the process whenever needed, as it can help you stay on track and ensure that you are making progress towards your campaign goals.