Turn purpose into credible communication and meaningful action
Plan a climate or social-impact campaign that informs, engages, and inspires action, with clear messages and evidence to support them.
This colourful, festive template brings energy to campaign planning while making space for thoughtful decisions. Guided prompts and roomy brainstorming areas help you connect your purpose, audience, message, and activities—and consider credibility, inclusion, and follow-through from the start.
Who is it for?
Marketing and communications teams, sustainability practitioners, charities, social enterprises, community organisations, entrepreneurs, and facilitators planning purpose-led campaigns. Use it for a new campaign or to strengthen an existing idea before launch.
How to use it
Bring together the people shaping the campaign, along with relevant expertise and perspectives from those affected by the issue. Work through six sections:
Purpose and change: Define the issue, the change you want to support, your organisation’s role, and the action you want people to take.
Audience and affected people: Explore who you want to reach, who is directly affected, and whose insights should shape the campaign.
Truthful and useful message: Develop specific, proportionate messages. Use the claims check to connect claims with evidence and acknowledge limits, trade-offs, and unanswered questions.
Campaign design and channels: Shape the concept, content, activities, and channels. Consider accessibility and inclusion, and set a launch date.
Partners and risks: Identify contributors, check partnership alignment, explore potential harm or misrepresentation, and agree who will respond to concerns.
Measure, learn, and follow through: Define success beyond reach alone, plan feedback collection, and decide what happens after the campaign ends.
Start with individual sticky notes, then discuss and group ideas together. Mark assumptions and evidence gaps clearly, and resolve them before turning draft messages into public claims.
What will you leave with?
A shared campaign plan covering purpose, audience insights, messages and supporting evidence, creative activities, channels, partners, and risks. You’ll also have clear signs of success, a feedback approach, and follow-through actions to help turn campaign attention into meaningful progress.
